자기정체성 기반 동기 접근에서의 인터넷 펨버타이징 커뮤니케이션 활성 및 유력 집단의 특성 탐색 사회정체성 이론 관점에서 본 ‘짜가’와 ‘찐(眞)’ 사이

Abstract

이 연구는 인터넷 펨버타이징 커뮤니케이션이 활발한 국내 대학생 집단은 누구이고 일상에서 그 집단의 사회정의 행동적 양태는 어떠한지를 동기 접근에서 탐색하기 위한 것이다. 사회정의 행동주의의 일환이자 다중적 영역에 중첩된 개념인 인터넷 펨버타이징 커뮤니케이션을 사회정체성 이론(social identity theory) 관점에서 대안 전략적 커뮤니케이션으로도 개념화한 가운데 이들 집단의 특성을 알아보고자 했다. 수도권에 거주하고 일반 4년제 대학에 재학 중인 20대 대상 온라인 조사 데이터(N = 400)가 분석에 활용됐다. 인터넷 펨버타이징 수용 태도에 대한 관련 동기 성향요인의 상대적 영향력을 알아본 회귀분석 결과, 비교적 강력한 요인은 ‘인터넷 펨버타이징 비 진정성 지각’, ‘페미니스트 자기명명’인 것으로 나타났다. 이어서 인터넷 펨버타이징 이용 태도의 주요 요인별 인터넷 이용자 집단이 어떻게 유형화될 수 있는지를 알아보기 위해 군집분석을 실시했고, 이용자 집단은 ‘불만페미형’·‘페미적대형’·‘현상유지형’·‘만족페미형’으로 나뉘었다. 이들 중 인터넷 펨버타이징 커뮤니케이션의 양적 활성 집단은 페미니스트 집단들(‘불만페미형’, ‘만족페미형’)이었고. 사회정의 커뮤니케이션 양태를 통해 알아본 진정성 측면의 질적 유력집단은 ‘불만페미형’인 것으로 밝혀졌다. 끝으로, 연구결과의 학술적·실무적 시사점 및 제한점 등을 논의했다.

Femvertising, a compound word for ‘feminist’ and ‘advertising’, has gained traction in Korean marketing as well as around the world, but concerns have been raised over the authenticity of digital femvertising communication as a form of social justice activism communication. Specifically, critiques surrounding the substance of digital femvertising communication note that it represents ‘faux’ activism, rather than comprising a legitimate source of social justice communication that involves authentic, or ‘real’ intent of social impact. In spite of the concerns raised about the impact of digital femvertising communication on society, previous studies have not empirically explored different types of digital femvertising users’ authenticity aspects in relation to social justice communication. The purpose of this research is to understand the characteristics of young internet users’ social justice communication and to identify the active and influential groups in South Korean digital femvertising. Based on a review of literature on femvertising, digital femvertising communication is defined as an alternative communication strategy grounded in identity-based motivational factors to reform feminist groups or/and general society. The survey respondents were residents of the Seoul metropolitan area who were attending universities in Korea, aged 18-29(N = 400). A professional online research company was recruited for quota sampling and conducting an online survey. The first research question about the relative influences of motivational factors on digital femvertising accepting attitudes was addressed by conducting a regression model analysis. Results indicated relatively strong explanatory factors as unauthenticity perceptions of digital femvertising (β = -.42, p < .001) and feminist self-labeling(β = .42, p < .001). Also, there was a relatively weaker influence of true self on the net and feminism anxiety. The second research question asked how respondents could be categorized according to the main factors. By employing cluster analysis and ANOVA, we found that the respondents were divided into the following four groups: Feminist Self-Unsatisfaction, Hostile Group against Feminists, Status-Quoite, Feminist Self-Satisfaction. The third research question inquired into the state of active and influential groups, which found that two feminist groups (Feminist Self-Unsatisfaction and Feminist Self-Satisfaction types) were active groups, while the Feminist Self-Unsatisfaction group was the most influential. We found that the Feminist Self-Unsatisfaction was more consistent than other types, and morality was less self-centered. The Feminist Self-Satisfaction type had a lower level of participation in general activism than the Feminist Self-Unsatisfaction type, but the degree of social justice knowledge and moral conviction was high. The results revealed that the amount and quality of digital femvertising communication are not the same. The main findings contribute to extending theoretical explanations of communication psychology in terms of social justice activism, especially addressing the relations among psychological, behavioral aspects of self-transcendence based personal identity and user types by motivational variables in regards to digital femvertising. The paper discusses its academic contribution as well as practical implications for developing and implementing not only feminist but also social justice activist strategies. Limitations and directions for future research are discussed.