SNS를 활용한 정치홍보 연구 : 19대 총선사례를 중심으로 · PDF...

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Transcript of SNS를 활용한 정치홍보 연구 : 19대 총선사례를 중심으로 · PDF...

  • 2012-11

    SNS :

    19

  • 2012-11SNS : 19

    ( ) ( ) ( ) ( BK21 )

    2012 8 31 1

    100-750 124 (02)2001-7744 (02)2001-7740www.kpf.or.kr

    2012 . .

    , 2012

  • SNS :

    19

    ( ) ( ) ( ) ( BK21 )

  • . 11. 1

    1) 1

    2) 8

    2. 10

    1) 19 10

    2) 11

    3) 14

    3. 17

    . 19 191. SNS 19

    2. 24

    3. SNS 28

    4. SNS 35

    5. SNS 39

    . 441. 44

    2. 49

    3. 62

    . 661. 67

  • 1) SNS : 67

    2) 74

    3) 74

    2. 75

    1) SNS : 75

    2) 79

    3. 84

    1) , , 84

    2) 87

    4. 89

    1) 89

    2) 92

    3) 95

    4) 19 95

    5) 97

    5. 99

    1) 99

    2) SNS 103

    3) 112

    4) 115

    5) : TV 117

    6) : , 119

    V. 1201. 120

    1) 120

    2) 123

    3) 123

    4) 126

    2. 128

    1) 128

    2) 132

    139[ 1] 144[ 2] 155

  • [ 1-1] SNS 3

    [ 1-2] 4

    [ 1-3] 5

    [ 1-4] SNS 7

    [ 1-5] SNS 8

    [ 1-6] 8

    [ 1-7] 12

    [ 2-1] 22

    [ 2-2] 25

    [ 2-3] SNS 29

    [ 2-4] SNS 30

    [ 2-5] SNS 31

    [ 2-6] 32

    [ 2-7] 33

    [ 2-8] 33

    [ 2-9] 34

    [ 2-10] SNS 35

    [ 2-11] SNS 38

    [ 2-12] SNS 43

    [ 3-1] SNS 46

    [ 3-2] SNS 47

    [ 3-3] SNS 48

    [ 3-4] 53

    [ 3-5] SNS 54

    [ 3-6] SNS 54

    [ 3-7] SNS 55

    [ 3-8] SNS 56

    [ 3-9] SNS 57

    [ 3-10] SNS 58

    [ 3-11] SNS 59

    [ 3-12] SNS 60

    [ 3-13] 61

  • [ 3-14] SNS 63

    [ 3-15] 64

    [ 3-16] 65

    [ 4-1] 72

    [ 4-2] 10 75

    [ 4-3] 19 80

    [ 4-4] 83

    [ 4-5] 19 85

    [ 4-6] SNS 88

    [ 4-7] 19 96

    [ 4-8] , 19 98

    [ 4-9] 100

    [ 4-10] 104

    [ 4-11] SNS 104

    [ 4-12] 105

    [ 4-13] , , 105

    [ 4-14] 106

    [ 4-15] 106

    [ 4-16] SNS 106

    [ 4-17] SNS 112

    [ 4-18] 112

    [ 4-19] 19 116

    [ 5-1] 19 128

    [ 5-2] 18 19 130

    [ 5-3] 130

  • [ 1-1] 2

    [ 1-2] SNS 6

    [ 2-1] 20

    [ 2-2] SNS 22

    [ 2-3] SNS 26

    [ 2-4] SNS 27

    [ 2-5] SNS 28

    [ 2-6] , 36

    [ 4-1] 67

    [ 4-2] 68

    [ 4-3] 69

    [ 4-4] 70

    [ 4-5] 70

    [ 4-6] 71

    [ 4-7] 73

    [ 4-8] 73

    [ 4-9] 74

    [ 4-10] 76

    [ 4-11] SNS 76

    [ 4-12] 77

    [ 4-13] 77

    [ 4-14] 18 19 78

    [ 4-15] 87

    [ 4-16] 90

    [ 4-17] 93

    [ 4-18] 94

    [ 4-19] 95

    [ 4-20] SNS 105

    [ 4-21] SNS 107

    [ 4-22] 108

    [ 4-23] 109

    [ 4-24] SNS 110

  • [ 4-25] SNS 110

    [ 4-26] SNS 111

    [ 4-27] 119

    [ 5-1] 19 129

  • 2012 4 11 19 (

    ) . , . , 5 .

    , . 2010 2012 , .

    () . 19 , .

    , , , .

    , 2000 . , (bypass) ,

  • .

    . , , , . , , , , .

    , . , , , , , , .

  • SNS 1

    .

    1.

    1)

    (1)

    (Social Media)1) SNS(Social Network Service) , , (blog), (microblog), . SNS , , . 2012 6 , , 1 .

    SNS , arto.com(), bebo(), Gruppo SMB(student.it, Giovani, ), Hyves(), Myspace()2), nasza-klasa.pl(), Netlog(), ONE.LT(), Piczo(), Rate.ee

    1) SNS SNS,

    .

    2) 5 2008 12

  • 2

    (), Skyrock(), Studivz(), sulake(), tuenti(), zap.lu() .

    SNS .3) , (publicity), , . SNS , (Pinterest) SNS . , , SNS , SNS .

    [ 1-1]

    * : . 2010. 12. 13. , p. 10.

    3) . 2010. 12. 13. , p. 10.

  • SNS 3

    [ 1-1] SNS 2011 7

    (Twitter)

    - 6,420,000(2012 5 4 )- 2006 , 5

    (Facebook)

    - 7,193,260(2012 6 24 )- 2004 , 26, 9 5,500 (2012 8 )- 81% - 2 3

    (Me2day)

    - 700 4)(2012 5 )- 2007 ,

    (yozm)

    - 300 - 2010 ,

    (Pinterest)

    - 2,000 (2012 2 )- 2010 5 -

    - 25,718,197- 2012 3

    SNS , . 1 . .

    4) 2009 6 2NE1

  • 4

    (2) SNS

    , SNS . SNS . SNS .

    [ 1-2]

    , , ()

    , ,

    ,

    ,

    ( )

    * : , , 2011 1 27.

    SNS (Networked Individual, Jeff Jarvis) (target) . . . , ( ), .

  • SNS 5

    , , word of mouth( ) world of mouth( ) . . . . , . , , .5)

    [ 1-3]

    , ,

    ,

    * : (2011. 8 : 27)

    , SNS , .

    5) (2011 : 35-40).

  • 6

    , . 2011 11, SNS 42.9%, 45%, 12.1% .

    , . SNS . (tell-all) . (Social Profiling) . , .6)

    [ 1-2] SNS

    * : SNS 43% 24%. . 2011 11 30.

    6) 8-30

  • SNS 7

    2010 64 3 60 .

    [ 1-4] SNS

    * : SNS ... .. 2012 7 17.

    (Cnet) , . 10 , SNS .

    , .

    SNS [ 1-5] .

  • 8

    , , ( ), , , , ( ) , , + (populism) ( )

    2007

    17 2008

    [ 1-5] SNS

    2) 2012 19 ( ) 2 , SNS

    2 (Network Election) . 2000 , 2002 , 2008 , ICT(Information Communication Technology) , ICT .

    [ 1-6]

  • SNS 9

    ,

    2009 SNS

    2010

    5

    2011

    SNS (SNS vs. SNS )

    2012

    19 * : (2012 : 14)

    , , SNS , () , SNS .

    2007 , 2008 , 2010 , 2011 , , , , , , , . (crowd sourcing) , TV , (Digital

  • 10

    Generation) , , .

    , , .

    , , (E. E. Schattschneider) . .

    2.

    1) 19

    2012 4 11 19 ( ) . , . , 5 .

  • SNS 11

    , , , . 2010 2012 , .

    , , , ( ) ( ) . .

    , .

    2)

    2000 . , ( ) ( ) ([ 1-7] ).7) .

  • 12

    [ 1-7]

    () ()

    () (, )

    , , ( )

    (, )

    , . , ( ), ( ) . , .

    , , , , , . .8)

    7) ,

    . ,

    .

    .

    8)

  • SNS 13

    , 2000 , . 9) . .10) .11)

    , , . .

    ( 2009 : 161). , ,

    .

    9) (2001)

    10) (2006) ; (2000, 2001, 2004) ; (2004) ; (2004) ; (2004) ; (2006) ; (2003, 2007a, 2007b, 2008a, 2008b) ; (2007) ; (2006) ; (2000, 2002) ; (2007,

    2008) ; (2007) ; (2002, 2003, 2004) ; (2004, 2006) ; (2007) ; (2004) ; (2001) .

    .

    , , ICT

    ((2007b, 2007c) ; (2003, 2005, 2006)

    ; (2007) ; (2007) ; (2003, 2004) ; (2001) ; (2007)

    ; (2007) ; (2005a, 2005b, 2008) ; (2003) ; (2007, 2008,

    2010) )

    11)

    .

  • 14

    .

    , , , , ( ) (Platform) ( ) . .

    3)

    . , . . 19 2000 . , .

    , , . () . 19 , .

  • SNS 15

    , , , . . (R. Putnam) ' (social capital)' . .

    , 19 (ties) , (political capital) . . .

    , . . , , , .

    , , 2000 .

  • 16

    , (bypass) , .

    , . .

    (small talk) . , .

    , . , , .

    , .

    . , ,

  • SNS 17

    , . , , , , .

    , . , , , , , , .

    3.

    , , .

    , ,