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The Validity of Social and Personal Involvement
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뉴스 미디어 연구에서 관여의 개념화와 유형화 : 사회적ㆍ개인적 관여

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Type
Academic journal
Author
Journal
Korean Society For Journalism And Communication Studies Korean Journal of Journalism & Communication Studies Vol.46 No.6 KCI Excellent Accredited Journal
Published
2002.12
Pages
5 - 32 (30page)

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The Validity of Social and Personal Involvement
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While a fair amount of the research on the conceptualization and typology of involvement have been studied in the context of marketing and persuasive communication, relatively little is known about those of involvement in the context of news media impact. Thus, this study aimed to conceptualize and typify social and personal involvement under the guidance of the framework of self-presentation theory. The author argued that individuals might differently response in accordance to how much personally or socially they feel involved in information or content presented by news media. Furthermore, she extended. into testing the construct validity and criterion validity of social and personal involvement by respectively using Confirmatory Factor Analysis and regression analysis.
For this purpose, The survey data were collected in the 1998 gubernatorial election campaign period in Michigan, USA. The survey was conducted in the city of East Lansing in Michigan from October, 26th to November 02nd, 1998. The research population consists of a representative sample of the adult population aged 18 years and older in that city selected by the random sampling method. In terms of mode of surveying, a composite version of mailing and face-to-face interviewing was employed. Two hundred twenty six of the five hundred samples (about 45 %) participated in the survey. Two hundred five survey questionnaires were completed (21 of the collected questionnaires were eliminated because some of them were uncompleted and the others were unreadable). Ultimately, the data empirically failed to reject the measurement validity of social and personal involvement.
#사회적 관여 #개인적 관여 #자기제시이론 #패러렐리즘 #CFA #Social Involvement #Personal involvement #Confirmatory Factor Analysis #Validity #News media

Contents

1. 문제의 제기 및 연구목적
2. 관여의 개념화
3. 방법
4. 연구결과
5. 결어
참고문헌
Abstract

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