국가동일시 정도와 콘텐츠 성격이 국가자부심,국가애착, 감정에 미치는 영향 :‘국뽕’과 ‘국까’ 콘텐츠를 중심으로 = The Effect of the Degree of National Identification and the Type of Content on National Pride, National Attachment, and Emotion : Focusing on “Gukppong” and “Gukgga” Contents

다국어 초록 (Multilingual Abstract)

This study investigated psychological reactions of the audience when watching Gukppong contents and Gukgga contents, which show two perspectives on Korean citizenship, depending on the degree of national identification of Koreans.
Specifically, based on the social identity theory, this study identified the difference between national pride and national attachment, which are closely related to national identification. It also identified emotions (admiration, contempt, optimism, and despair) that each type of content stimulates depending on the degree of national identification. Research was conducted through experimental design, and pre-investigation and main investigation were conducted by producing card news-type Gukppong and Gukgga contents on the garbage issue of the “Seoul World Fireworks Festival” and the “Emergency Car Concession“ issue as experimental treatments. As a result of hierarchical regression analysis to verify research questions, the type of content(Gukppong/Gukgga) and the degree of national identification showed a significant positive effect on national pride, national attachment, admiration, optimism, and despair respectively. In particular, it was found that the emotions of admiration and optimism among the emotions also had an interaction effect between the type of content and the audience’s national identification. Based on these results, this study discussed academic and practical significance in consideration of the audiences and producers of Gukppong/Gukgga content.