대학생 유권자의 텔레비전 선거뉴스 시청 동기와 투표정보효과 및 투표참여효과에 관한 연구 : 2010년 제5회 전국 지방선거를 중심으로

Abstract

Focusing on the 5th National Regional Election held in June 2, 2010, we examined two research questions:(1)the characteristics of motivation for watching television election news coverage of college student audience and (2)an influence of traits, viewing motives, attitudes, and evaluation activity of the audience, respectively, on information learning effect and voting participation effect. Factor analysis revealed seven viewing motives, including ‘understanding election,’ ‘interest and fun,’ ‘conversation with others,’ ‘pursuit of expertise,’ ‘information about candidates,’ ‘quick availability of information’, and ‘intimacy with anchors and candidates’. Hierarchical regression analyses revealed that both effects were outcome growing out of active television election news coverage use. Implications of the results and suggestions for future study were discussed.