• 한국언론정보학보
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• 제35권
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• pp.362-393
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• 2006

이 논문의 목적은 제3자 효과 지각에 초점을 맞춰 효과의 강도에 영향을 미치는 변인으로서의 쟁점에 대한 관여도와 수용자와 지각대상자의 관계를 조사하여 이를 통해 제3자 효과 지각의 근본 과정을 이해하는 것이다. 이 연구에 사용된 자료는 미국 중서부의 오하오주에 거주하는 성인 남녀를 대상으로 2003년에 실시된 전화설문조사를 통해 얻어졌다(n=524). 대부분의 제3자 효과 연구에서와 마찬가지로 이 연구의 결과는 제3자 효과 가설을 지지했다. 응답자들은 미디어의 흡연자에 대한 부정적 묘사와 천주교 신부의 성추문 뉴스보도의 두 경우 모두에 있어 미디어의 효과가 자신들보다는 타인에게서 더 크게 나타날 것이라 예상했다. 그러나 제시된 5개의 연구 가설 모두가 지지되지는 않았다. 연구가설 검증 결과를 종합해 보면, 특정한 지각대상자와 메시지의 관계가 분명할 경우 수용자의 미디어 효과 예상은 동기적 요소보다는 인지적 요소에 의해 결정될 가능성이 크다. 이 경우 사회적 거리는 무시되고 쟁점에 대한 관여도와 같은 지각대상자 고유의 특성이 중요시 되며 수용자의 관여도는 인지적 요소에 의한 제3자 효과 지각의 강화와 긍정적인 상관관계를 가진다. 이 결과는, 수용자나 지각대상자가 메시지와 잠재적인 연관성을 지닐 경우, 제3자 효과 지각은 그러한 연관성이 어떠한 방식으로 현저화되는가에 따라 달라질 수 있음을 시사한다. 따라서 이 연구의 결과는 제3자 효과 지각이 프라이밍 효과 또는 틀 짓기 효과와 관련될 가능성을 제시하고 있다.

• Asian Journal for Public Opinion Research
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• 제10권4호
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• pp.262-276
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• 2022

In this study, we examine how the third- and first-person perceptions of election polling news are linked to voters' political behaviors through anxiety and pride. The results of two web-based surveys conducted before and after the 2022 local elections in South Korea demonstrate that the third-person perception of election polling news is directly and indirectly linked to support for restrictions on media reports of election poll results through anxiety. The first-person perception of polling news is positively associated with reinforcement of support for the preferred candidate. These results suggest that how voters perceive the effects of polling news may have actual impacts on their political behaviors.

• Asian Journal for Public Opinion Research
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• 제1권4호
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• pp.307-344
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• 2014

Political parties would normally claim that their campaign and communication materials have effects on voters, be it on their supporters or their opponents during election campaigns. However, such effects are assumed effects by the parties unless voters are themselves assessed about the effects of such materials on themselves. The supporters of the parties are likely to regard such campaign materials as congenial to them but this may not be so with the opposition supporters who would regard such materials as negative. Taking the third-person effect to analyze effects on the audience as the theoretical framework, this study posited that opposition members would regard the materials as negative and thus would claim that they would not have any effect on them but they would likely say that such campaign materials would have effects on own party supporters. Davison (1983) posited that individuals will perceive that negative mediated messages would have their greatest impact not "on me" or "you" but on "them,"- the third person. Research suggests that people judge others to be more influenced than they are by media, advertising, libelous messages, media violence, pornography, and television drama. The theory referred to as the Third-person effect developed on the postulation that audience members would not admit that media had any direct effect on them, but would instead believe that the media influenced others, the third person (Tewksbury, Moy, & Weis, 2004; Price, Tewksbury, & Huang, 1998). On the other hand, while people would discount the effects of negative or biased messages on themselves, they would, under the notion of the First Person Effect, readily admit to being influenced by such messages. This study was based on studying the effects of political literature on party and opposition party supporters taking the messages to be positive to one group and biased and partisan to another group. The study focuses on the assumed effects of political literature on own party and opposition party supporters. It traces the degree of influence of Malaysia's largest political party, Barisan Nasional (BN) political communication literature on its own supporters and on non-BN party supporters. While the third-person effect assumes a null or minimal effect on one's self and some or strong effect on others, the question that arises are on welcoming favorable media effects on oneself and assuming unfavorable effects on others.

• Asia Marketing Journal
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• 제15권2호
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• pp.117-132
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• 2013

Recent developments in embodied cognition suggest that people process environmental information by using their bodily state and mental simulation. The focus of embodiment theory is that cognitive processing is based on the interaction among the body, the mind, and the world. Based on embodied theories of cognition, the authors predict that when the representation of marathon running is activated, bodily feedback such as tiredness and thirst will occur because mental simulation of marathon running contains sensorimotor representation of marathon running. As a result, it is predicted that participants primed with marathon runner will have more desire to have products that enable thirsty-quenching. Specifically, this research proposes that consumers' tendency to adopt the perspective of others influences embodied cognition, since perspective taking leads people to assimilate their own self-judgments and behaviors toward the cognitive representations of others. An experiment reveals that both perceptual and cognitive perspective taking tendencies moderate how participants respond to the contextual cues. The effect of perspective taking is moderated by whether participants are prompted to adopt a first-person view or a third-person view. In detail, among the high perspective takers, those in the marathon-first-person condition drink more the mineral water than those in the marathon-third-person condition, who in turn drink more the mineral water than those in the control condition. Among the low perceptual perspective takers, however, there are no significant differences in the amount of mineral water intake. This research delivers important insights for advertising messages. When being exposed to an advertisement, high perspective taking consumers may be more engaged in the advertised message than low perspective taking consumers, which in turn high (vs. low) perspective taking consumers' tendency to respond behaviorally consistent with the message may be higher. Based on the findings of this research, if the message induces the high perspective taking consumers to have a first- (vs. third-) person view, this effect may be stronger. Moreover, if the advertising message contains behaviors, such as using the target product, inducing consumers to mimic the behaviors seems to bring more behavioral responses which marketers intend.

• Asian Journal for Public Opinion Research
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• 제11권4호
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• pp.274-303
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• 2023

The third-person perception phenomenon can consistently be found in opinion poll news, but it remains unknown what determines the degree of the third-person perception (TPP) about specific election poll news. We investigated how respondents' preferred candidate's status in the poll affects the perceived impact of polling news on both themselves (PMI1) and on others (PMI3) as well as TPP (PMI3 - PMI1). We also examined the effect of subjective political knowledge and the perceived level of political knowledge of others on TPP. An online experiment was conducted in the context of a gubernatorial election in South Korea, in which the leading candidate in the poll and the question order (self-question first vs. other-question first) were manipulated. The results indicated that PMI1 and PMI3 were greater when the respondent's preferred candidate was leading in the poll. TPP did not differ depending on subjective knowledge, but it was greater when the others were non-experts (vs. experts). Lastly, question order was found to be a method factor that affected both PMI1 and PMI3. The theoretical and practical implications of these findings are discussed.

• 한국언론정보학보
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• 제42권
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• pp.79-106
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• 2008

이 연구는 제17대 대통령선거 과정에서 미디어 정치에 대한 유권자의 인식을 조사하고 대중매체가 유권자의 후보인식에 미치는 영향에 대하여 제3자 효과를 중심으로 온라인 서베이를 실시하였다. 연구 결과, 미디어가 후보자의 이미지 형성에 미친 영향의 정도에서 제3자 효과가 검증되었으며, 신문, TV, 인터넷과 같은 각 매체가 후보자 선택에 미치는 영향에서도 제3자 효과가 다르게 나타났다. 후보자 선택에서는 신문의 영향력이 큰 것으로 나타났고, 후보 이미지 형성에서는 TV가 상대적으로 영향력이 크게 나타났다. 또 다른 주목할 만한 연구결과는 이명박, 정동영, 이회창 후보의 지지자는 후보 이미지 속성에 따라 지지여부와 달리 이미지 속성별로 다른 후보를 높게 평가함으로써 용모와 말솜씨, 도덕성과 같은 일부 이미지 속성이 유권자의 투표행위에 직접적인 영향을 주지 않았음을 시사하고 있다.

• 한국의류산업학회지
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• 제10권6호
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• pp.873-881
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• 2008

The purpose of this study is to examine the effects of sales person's perception of ethical management on job performance in department stores. Sales person's perception of ethical management consists of such things as fairness, looking for short-term profits and observing the rules. Job performance consists of such things as sales person's organizational commitment, Sales person's service delivery level, rational operations, and participational attitude. For these purposes, the author developed several hypotheses. The data was collected from 435 sales person's in department stores. The results of this study are as follows: First, fairness, looking for short-term profits, and observing the rules had a significantly positive effect on sales person's organizational commitment. Second, fairness and observing the rules had significantly positive effect on sales person's service delivery level. Third, fairness had a significantly positive effect on rational operation. Fifth, looking for short-term profits and observing the rules had significantly positive effect on participational attitude. At the end of this paper, limitations, further research directions, and implications are suggested.

• 한국콘텐츠학회논문지
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• 제18권6호
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• pp.399-413
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• 2018

이 연구는 <오구실>의 스토리텔링에 있어서 내레이션이 차지하는 중요성과 그 기능들을 이해하는 데에 그 목적이 있다. 연구의 결과, 1인칭 내레이션의 경우 주관적 진술을 통해 시청자와의 친밀감을 제고하였으며 하나의 내레이션이 두 개의 시간대와 연관될 수 있음을 확인하였다. 1인칭 내레이션과 달리 3인칭 내레이션은 기존 영상 매체에서의 역할로부터 그 쓰임새를 확장시키고 있음을 발견할 수 있었다. 첫째, <오구실>의 3인칭 내레이션은 스토리 이해에 필수적인 정보를 시청자에게 전달하는 핵심적인 기능을 수행하였다. 둘째, 기존 영상 매체에서의 객관적/권위적 진술로부터 주관적/권유적 진술로 그 기능이 변화하고 있었다. 셋째, 희화적인 진술을 통해 3인칭 내레이터가 해설자로부터 가상의 등장인물로 그 역할의 범위를 넓혀가고 있음 또한 확인하였다. 이는 빠듯한 시간 제약 하에서 효율적인 스토리텔링을 추구하는 웹드라마의 매체 특성에 대한 기존 내레이션의 대응으로 볼 수 있으며, 이처럼 진일보한 내레이션은 스토리 정보와 재미의 요소를 속도감 있게 전달하면서 기피해야 할 스토리텔링 방식에서 벗어나 웹드라마라는 새로운 매체의 필수 요소이자 존재 조건으로 진화하고 있다.

• 디지털콘텐츠학회 논문지
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• 제18권8호
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• pp.1489-1494
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• 2017

본 연구에서는 다양한 장르를 가진 디지털 게임의 영역에서도 1인칭 시점에 머물러있는 가상현실 게임 콘텐츠들의 한계에 대해 선행연구와 사례를 통해 고찰하고, 이를 바탕으로 가상공간 게임에서의 시점(1인칭, 3인칭)과 햅틱 피드백이 가져다주는 게임의 몰입감과 현존감 및 재미의 차이를 실험을 통하여 알아보았다. 실험 결과를 살펴보면 게임의 시점은 3인칭일 때보다 1인칭일 때, 햅틱 피드백이 제시될 때 몰입감과 현존감 및 재미가 증가하는 것을 알 수 있었다. 그러나 가상공간 환경과 게임 시점 간의 상호작용은 발견할 수 없었다. 이러한 결과로 가상공간 게임들은 1인칭을 시점으로 하여 햅틱 피드백을 사용하는 것이 적절하다고 할 수 있으나 게임 시점과 가상현실 환경이 무관한 점, 1인칭시점 게임보다는 3인칭이 더 인기를 끄는 점 등 을 빌어 가상공간에서의 3인칭시점 게임의 가능성을 시사한다.

• Journal of East Asia Management
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• 제4권2호
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• pp.63-92
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• 2023

This study analyzes the effect of job crafting behavior on career satisfaction and job satisfaction that allows active participants to perform their jobs in a work environment where autonomy and delegation are emphasized, and how the degree of person-job fit plays a role in the relationship between the three variables. The results of an empirical analysis of 360 employees of domestic companies are as follows. First, job crafting was found to have a positive (+) effect on career satisfaction and job satisfaction, respectively, confirming the importance of job crafting in a situation where the work environment changes rapidly. Second, job crafting was found to have a positive (+) effect on desire-supply fit and ability-demand fit, respectively, which are components of person-job fit. This means that person-job fit can be improved through task, cognitive, and relationship crafting. Third, it was found that desire-supply fit and ability-demand fit had a positive (+) effect on career satisfaction and job satisfaction. This means that the higher the person-job fit the more satisfied the career and job. Finally, desire-supply fit has a partial mediating effect in the relationship between job crafting, career satisfaction, and job satisfaction and ability-demand fit has a partial mediating effect in the relationship between job crafting, job satisfaction. In summarizing the above research results, this study suggested in a changing organizational environment that it is necessary to provide individual active work performance (job crafting) opportunities for career satisfaction and job satisfaction, and that it is important to create an organization's support environment to enhance person-job fit.