• The Journal of the Korea Contents Association
• /
• v.22 no.8
• /
• pp.1-13
• /
• 2022

This study examined the interactive effects of selective exposure, political orientation, and political interest on YouTube political video users' attitude polarization. The results are presented as follows. In relation to research question 1 and 2, attitude polarization toward selective exposure and political orientation, selective exposure and political interest of YouTube political video users was examined. As a result, in the same selective exposure, the main effect on attitude polarization 'I' was found. Therefore, it was found that the higher the selective exposure of YouTube users to political videos, the stronger the attitude polarization toward YouTube users themselves. In relation to research question 3, attitude polarization toward political orientation and political interest of YouTube political video users was examined. As a result, the interaction effect on the attitude polarization 'I' was found in the political orientation and political interest. Therefore, when political interest in both progressive and conservative tendencies is high, the attitude polarization toward YouTube users themselves is also strengthened.

• Korean journal of communication and information
• /
• v.32
• /
• pp.369-405
• /
• 2006

The purpose of this paper is to examine the usefulness of the concept of political efficacy and political trust as a way of explaining the development of political participation in the young people under the new age of the Internet. From the survey in which 221 university students participated, there were several findings: first, overall political efficacy has a predominant effect on political participation in both offline and online; second, political trust has little impact on the political participation of the youth; third, there showed up two interaction effects between political efficacy and political trust for the online conventional and unconventional participation in politics. It is found that in high efficacy group people with low trust are most likely to participate, while in medium efficacy group people with high trust are most likely to participate. In low efficacy group, however, political trust didn't make any difference in political participation. There are more factors that may predict political participation, such as political interest, political knowledge, political ideology, and demographic variables. For future studies, it is necessary to examine the effect of political efficacy and political trust in combination with these other variables to explain political participation by offline and online.

• The Journal of the Korea Contents Association
• /
• v.22 no.4
• /
• pp.261-272
• /
• 2022

This study investigated the relationship between selective exposure, attitude polarization, and online political participation among 420 YouTube political video users. Additionally, the mediating effect of attitude polarization on the relationship between selective exposure and online political participation was examined. The main results were derived by conducting exploratory factor analysis, correlation analysis, and structural model analysis using the SPSS 21.0 program and AMOS 21.0 program. The results were presented as follows. First, selective exposure had a positive effect on attitude polarization. Second, selective exposure had a positive effect on online political participation. Third, attitude polarization had a positive effect on online political participation. Fourth, attitude polarization was found to mediate the relationship between selective exposure and online political participation. In summary, it was confirmed that selective exposure to YouTube political videos increased attitude polarization and online political participation, and the more the attitude polarization was strengthened by selective exposure, the more it led to online political participation.

• The Journal of the Korea Contents Association
• /
• v.15 no.9
• /
• pp.478-493
• /
• 2015

The present study is aimed to investigate on the moderation of self-rated political skill on the relationships between perceived co-workers' politics and outcome variables (OCB toward co-workers and turnover intention). The used data for analysis was collected from 375 employees who have worked for public and private companies located in Jeju. The results are as follows. First, the main impacts of perceived co-workers politics(PCP) on OCB-C was not statistically significant, whereas the relation of PCP to turnover was positively significant. Second, moderating effects by political skill in the relationship perceived co-workers' politics and OCB-C was not significant, but the moderation in the relation perceived co-workers' politics-to-turnover intention was supported. Implications of the current study are 1) the casual effects of politics on OCB was demonstrated, in particular, the results of previous studies which was not consistent to account for the impact of politics on OCB was proved by the differentiation of research target. The result will help to understand perceived politics. In addition, moderation of political skill in the relation perceived co-workers' politics-to-turnover intention will contribute to expand researcher area of political skill.

• The Journal of the Korea Contents Association
• /
• v.22 no.5
• /
• pp.350-366
• /
• 2022

The objective of this study is to empirically verify the relationship between the image of politicians, political belief agreement, and voting intention recognized through YouTube content, centering on the 4·7 Seoul Mayor's Election. A survey was conducted on voters in their 20s or older living in Seoul, and the following main results were derived. First, among the factors of politician image, morality, leadership, and administrative power were found to have a significant positive effect on political belief agreement. Second, it was found that the consensus of political beliefs with politicians had a significant positive effect on voters' voting intentions. Third, it was found that among the factors of politician image, political ability and communication ability had a directly significant positive effect on voting intention. Fourth, it was found that politicians' morality, leadership, and administrative power all had a significant effect on voters' voting intentions through political consensus. The significance of this study is that this study identified the factors of politician image on political belief agreement and voter voting intention by applying the relationship between politician image, political belief agreement, and voter voting intention to YouTube content.

• The Journal of the Korea Contents Association
• /
• v.22 no.6
• /
• pp.145-159
• /
• 2022

The purpose of this study is to analyze the structural relationship between politicians' YouTube information service quality, politician's image and trust, and voters' social and political participation intentions. To investigate this, 306 voters were sampled through an online survey. The quality factors of the politician's YouTube information service were found to have a positive effect on the image of a politician. Among them, timeliness and reliability had a positive effect on the trust of politicians, but playfulness did not. Both the image and trust of politicians through YouTube were found to have a positive effect on voters' intention to participate in society and politics. As a result of examining the indirect effect, it was found that the image of a politician had an indirect effect on the quality of information service and the intention to participate in society and politics. This study is significant in revealing that the fact that the image and trust of politicians is a major variable that appeals to citizens' social and political participation is also applicable to YouTube.

• Korean Journal of Legislative Studies
• /
• v.15 no.1
• /
• pp.65-92
• /
• 2009

Political trust is defined as the degree to which people perceive that government is producing outcomes consistent with their expectations. Political trust as a concept has endogenous as well as exogenous characteristics in that it can cause and be caused by other political factors. The purpose of this study is to introduce and evaluate various theoretical perspectives related to the causes and effects of political trust. With respect to its causes, this study focuses on the following five factors: government policies, unethical behaviors of politicians, citizens' penchant for participatory democracy, the public's misperceptions on government, and political culture. On the other hand, this study discusses the impacts of political trust on each stage of political process by paying attention to the following factors: government's governability, election outcomes, political recruitment, and the directions of government policies.

• The Journal of the Korea Contents Association
• /
• v.15 no.5
• /
• pp.179-190
• /
• 2015

This study discusses on the influential factors of satisfaction in communication by focusing on the political communication phenomenon that is revealed in our society. The acts of political communication and its communication satisfaction are examined by exploring individuals' political inclination and their media usage which are the main influential factors of political communication. An interview survey was conducted on a thousand adults over the age of nineteen who are residing in sixteen cities and provinces nationwide. As a result, a high rate of online media usage was observed among people with progressive political inclination. It showed that the political communication acts of 'writing/communicating' which indicates ons actively posting their personal opinions, has a positive influence on communication satisfaction. On the other hand, the usage of offline media was dominant over people with conservative and neutral political inclination. A passive act of 'reading/watching,' which is to observe other people's opinions, was shown by most of the interviewees. Therefore, it was able to discuss that in order for a harmonious flow of political communication among our society, the understanding of citizens' political characteristic must be preceded and the differentiated political communication using media must be raised accordingly.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.18 no.1
• /
• pp.395-405
• /
• 2017

In this research, we analyzed the structural (influence) of citizens' political awareness and political participation on the settlement of political culture. The results are as follows. Firstly, the analysis of the relationship between the citizens' political awareness and political reliability in Hypothesis 1 showed that the higher their election sense and self-efficacy, the higher their satisfaction with and evaluation of politics. Secondly, the analysis of the relationship between the citizens' political awareness and social sense of belonging in Hypothesis 2 showed that the higher the election sense and recognition in society, the higher the social sense of belonging. Thirdly, the analysis of the influence of political reliability on political participation in Hypothesis (3) showed that the higher the political satisfaction and political assessment, the higher the positive participation in politics and negative participation in politics. Fourth, in the analysis of the influence of social sense of belonging on political participation in Hypothesis 4, it was found that the higher the citizens' social belonging awareness, the higher the positive political participation and negative political participation. Therefore, it was found that the higher the political awareness of the citizens, such as their election sense and knowledge about their politicians, the more positive were their political reliability and political participation.

• The Journal of the Korea Contents Association
• /
• v.8 no.5
• /
• pp.207-214
• /
• 2008

This research analysis politic knowledge, politic awareness and politic socialization medium which influenced forming politic awareness for high school students. This purpose is that we find politic awareness of teenagers and how we teach politic education for teenagers effectively. After analysis, we found that awareness formed through home, school, colleague group and mess media influence teenagers to make their important factor of forming politic and administration and awareness level of politic and administration.