Journal of Korea Entertainment Industry Association (한국엔터테인먼트산업학회논문지)

The Korea Entertainment Industry Association (한국엔터테인먼트산업학회)
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Entertainers' Conceptual Perception and Behavioral Pattern on their "Positive Influence"

'선한 영향력'에 관한 엔터테이너들의 개념 인식과 발현 양태

  • Kim, Jeong-Seob (Department of Cultural Industry & Arts, Sungshin Women's University)
  • 김정섭 (성신여자대학교 문화산업예술학과)
  • Received : 2020.05.18
  • Accepted : 2020.06.26
  • Published : 2020.06.30
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Abstract

"Positive Influence(PI)" of popular star has recently emerged as a social concern, but the lack of prior research has led to confusion over its concept and range of activity. On this point, this study carried out to lay the groundwork for discussions on the systematization of related theories, focused on identifying the current situations by analyzing articles for 15 months from January 2019 to March 2020 when related reports were in full swing. As a result of the analysis of the remarks from the entertainers mentioned in the articles, they were not clearly aware of the concept while doing good deeds under the name of PI in light of the study outcome by Aegean and Singer(2013). The motivations for good deed were classified into six types, including difficulty empathy, fandom reward, participation urge, nidana emphasis, experience subjugation, and memory evocation in the order of frequency of cases. Specific behaviors of PI were followed by donations of money and valuables for 54.4 percent, participation of social agendas for 14.0 percent, volunteering for 13.2 percent, joining campaign for 11.4 percent, other good deeds for 4.0 percent, and philanthropy for 3.0 percent. In occupational analysis, the concentration of donations was also evident. Their activities in the fields of human rights sensitivity, environmental protection and self-management, which are expected to have great effects with their influence, have been extremely poor. The results of the study first require academia to establish a interdisciplinary concept for PI. It also suggests that entertainers and their agencies should take far more strategic approach to evolve the PI event in a way that utilizes the advantages of each job group, such as actors, singers and comedians, and expands the diversity of areas.

최근 스타의 '선한 영향력(PI, Positive Influence)'이 사회적 관심사로 부각되었으나 연구 선례의 결여로 PI의 개념 정의, 구현행동 범위에 관한 인식 혼란이 나타나고 있다. 이 점에 착안해 본 연구에서는 관련된 학술이론 체계화의 논의 토대 마련을 위해 연관 보도가 본격화한 2019년 1월부터 2020년 3월까지 15개월 치 기사를 내용 분석하였다. 기사에 언급된 엔터테이너들의 발언 분석 결과, 이들은 에게망과 싱어(Agyemang & Singer, 2013)의 연구 결과처럼 'PI'란 명목으로 선행을 하면서도 그 개념에 대해 명쾌하게 인식하지 못했다. 선행 동기는 사례의 빈도순에 따라 '고충 공감', '팬덤 보답', '동참 촉구', '인연 중시', '체험 천착', '기억 환기'의 6개 유형으로 분류되었다. PI의 구체적 발현 행태는 금품 기부(54.4%), 사회적 의제 참여(14.0%), 자원봉사(13.2%), 캠페인 참여(11.4%), 기타 선행 활동(4.0%), 자선적 작품 활동(3.0%) 순으로 집계되었다. 세부 직군별 분석에서도 금품 기부에 대한 집중이 뚜렷했다. 엔터테이너가 보유한 영향력을 활용한다면 큰 효과를 발휘할 것으로 기대되는 인권 감수성, 환경 보호, 자기관리 분야 등에 관한 활동은 극히 미약했다. 연구 결과는 PI에 대해 학제 통합적 개념 확립을 요구한다. 이어 엔터테이너와 그들의 소속사들은 배우, 가수, 개그맨 등 직군별 특성을 살리고 영역의 다양성을 확대하는 방향으로 PI 이벤트가 진화하도록 보다 접근을 전략화 하여야 한다는 점을 암시한다.

Keywords

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