SNS 이용자의 미디어 인식과 성향이 온라인 관계형성에 미치는 영향: 페이스북 이용자를 중심으로

Abstract

ABSTRACT

The Effect of SNS Users' Media Cognition and Disposition on the Formation of Online Relationship -Focusing on Facebook Users-

by Cui, Xiangdan. Advisor : Prof. Park, Sun-Hee, Ph. D. Department of Journalism & Communications, Graduate School of Chosun University

The SNS based on web 2.0 has established a sharing and participating mechanism which is used as a medium that facilitates to extend the network. The researches suggest that people using SNS for the purpose of searching information, managing contacts and social communication. As predicted, SNS has the possibility that people exchange of information and contacts through interactions with friends, which can be formed a public stage to discuss and criticize social issues and opinions. Comparing with traditional media, most of these discussions has focused on SNS has changed the width of social relationship and the feature of the network structure. However, there is a large gap between expectation of SNS service and practical use. The burden on the formation of contacts due to information overload and the concerns of information disclosure show that the large gap exists. Focusing on SNS activity of relationship formation and types of network, this thesis verifies what factors affect SNS relationship formation by difference between users' media cognition and disposition. The formation of SNS relationship is using SNS communication as a media to strengthen existing offline relationship and establish contacts with new people, divided into the activity formating and maintaining relationship and types of network formed by the activity itself. It is believed that using such SNS relationship formation that is completed by users and the interaction of SNS as a media, it will change the relationship formation depending on the users' media cognitions and dispositions. SNS users' media cognition is focused on the characteristics of medium, formed by the users' cognitions to have the perception and evaluate interactivity, reactivity and connectivity of SNS. The users' disposition as a relatively fixed and lasting property is consisted of three aspects: self-exposure, extra-version, playability. In this thesis, it is assumed that users' media cognition and disposition have some effects on forming of online relationship, which is based on the discussion of the media cognition that is the factors of building online relationship; the connection of influence between media usage and users' disposition; and the research of the relationship between media usage and types of network. This study addressed five research questions:

RQ1. What kind of effect will SNS user's media cognition have on the activity of SNS relationship formation? RQ2. What kind of effect will SNS users' disposition have on the activity of SNS relationship formation? RQ3. What kind of effect will SNS user's media cognition have on the types of network? RQ4. What kind of effect will SNS users' disposition have on the types of network? RQ5. What kind of effect will the activity of SNS relationship formation have on the types of network? To answer these research questions, the study was involved 500 facebook users whose age are over 10. Research data was collected by online survey. Having analyzed the research questions, it was found that SNS user's media cognition and users' disposition have effects on the activity of SNS relationship formation. It is induced that there are differences in practical activity of SNS relationship formation depending on users' media cognition and disposition. It means even using the same media, the activity of relationship formation shows in various levels such as expanding the width of relationship, self-operating, showing interest to others and promoting interactions with others. It was proven that these differences would be changed depending on users how to cognize the media characteristic and users' interpersonal disposition. It was suggested that the types of network formed by SNS would be different from the users' media cognition, disposition and the activity of SNS relationship formation. The difference between SNS users' media cognition and disposition will form a varying types of network and also affects by the using activity. A week tie type of connecting network or a strong tie type of disconnecting network will be formed by users' media cognition, disposition and the activity of SNS relationship formation. Also these social type of networks are not absolutely contrary to each other but connected. Based on the research analysis, the study results can be summarized as follows: First, with the combination of the digital techniques and media, being the main body of information production, users how to cognize the media plays an important role in using of media. As a result, the types of social network formed in SNS are different. SNS is in the condition of users' self-involve and users' media cognition forms not only a week tie type of connecting network but also a strong tie type of disconnecting network. Second, it is proven that users' disposition is the main element that affects on SNS relationship formation. The elements affecting on offline relationship can also be applied to the formation of SNS relationship, individual disposition can change the methods of media usage as well. Third, it is possible that the meaning and level of social network will be different and various as the activity of SNS relationship formation. To expand the size of the network in SNS, people approach interface or small talk to raise the frequency of connection and building up a bridging type network which easily stays in a connected mode has phatic communication effect. On the contrary, people who want to enhance the density of relationship form a emotional bonding type network and have a in-depth chat. It shows the characteristic of sharing society. The social relationship in SNS will be limited as a superficial and benefit oriented relationship, if SNS is simply used as a tool to expand the size or scale of social relationship or to pay attention to managing network only. On the other hand, if SNS is used as a media by which people can communicate in depth, SNS will become a media to form a new community. which of these two possibilities will be more noticeable entirely depends on users. Eventually, in order to evaluate SNS as a media of forming social relationship, whether it focuses on the quantity aspect like the size of the relationship or the quality aspect like the depth and density of relationship, both aspects must be considered.

Keywords: SNS, users' media cognition, users' disposition, the formation of online relationship, bridging network, bonding network