웹사이트의 비주얼적 요소가 유권자 태도에 미치는 영향력에 대한 실험연구 = The Relationship between Visual Component of Politician's Websites and Voters' Attitudes: Representing Feminity

국문 초록 (Abstract)

본 논문은 새로운 자기표현의 장으로 떠오른 웹사이트의 시각적 요소가 유권자들의 정치인에 대한 평가, 호감, 그리고 지지도에 미치는 영향력을 실험연구를 통해서 검증하고 있다. 고프만의 인상관리론이라는 이론적 틀에 따라 정치인들의 웹사이트의 배경 요소들을 바탕색과 바탕화면으로 나누고, 배경요소에서 시각적으로 ‘성적 정체성’의 차이가 유권자의 해당 정치인에 대한 긍정적 평가 및 호감도, 지지도를 이끌어 내는지를 살펴보았다. 사전조사를 근거로 가상의 웹사이트를 제작하여 실험한 결과, 여성성을 드러내주는 배경 요소 즉, 옅은 노란색 바탕에 어린아이들을 배경으로 등장하는 여성정치인에 대한 피험자들의 정치적 평가, 호감도, 그리고 지지도가 높은 것으로 드러났으며, 이는 남성 정치인에게도 노란색 바탕과 어린이들을 배경으로 하는 경우가 효과가 있는 것으로 나타났다. 여성성이 두드러지는 색감과 배경을 사용한 웹사이트의 시각적 배경 요소들의 영향력이 검증되었다.

다국어 초록 (Multilingual Abstract)

This study focused on the relationships between visual components of politicians' websites and voters' attitudes. Under theoretical guidance of Goffmann's impression management, the visual components of the websites were categorized into two variations of settings: color and background, that would visualize feminity. That is, it investigated how ground color and background affect voters' attitude in conjunction with gender of a politician who was supposed to host the website. Through pre-experimental research about visual components on the websites of 78 Representatives at the 17th congress, the authors found that the subject perceived the website with light yellow ground color and children for background as the most feminine. On the other hand, the visual components perceived as the most masculine were dark blue ground color and the National Assembly building background. Based on these findings, the authors made 8 hypothetical politicians' websites for the experimental research. The subjects, 176 university students were exposed to 8 websites and then rated each politicians in terms of political evaluation, favor, and approval ratings. The result showed that the visualized femininity of hypothetical politicians' websites led to the subject's positive attitude toward them.

목차 (Table of Contents)

• 요약
• 1. 들어가는 말
• 2. 고프만(Goffman)의 인상관리론
• 3. 자기표현의 장－개인 웹사이트
• 4. 연구문제
• 5. 연구 방법
• 6. 연구 결과: 웹사이트 배경과 유권자 태도
• 7. 결론
• 참고문헌
• ABSTRACT

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