정당현수막에 대한 공직자의 정치 옥외광고 효과 인식에 대한 연구

A Study on the Effectiveness of Political Outdoor Advertising Using Party Banners : Focusing on the perception of the effectiveness of public officials of related organizations

본 연구는 정당현수막을 활용한 정치 옥외광고의 정치PR 도구로서의 효과를 검증하는 것이다. 이를 위해 언론 기사에 대한 빅데이터 분석을 시행하였으며 정부부처 및 지자체공무원 110명을 대상으로 설문조사를 시행하였다. 응답 데이터에 대해서는 SPSS 26 통계프로그램을 활용하여 평균분석 및 ANOVA 분석을 시행하였다. 측정에서는 정치광고의 인식효과(유익성, 설득성)와 정서적 태도(호감도/부정정서 반응(비호감도)/회피 반응)에 대해서 살펴보았으며 정치성향별, 자기감시성향별 효과도 살펴보았다. 분석결과는 다음과 같다. 첫째, 정당현수막에 대한 옥외광고물법이 개정된 이후에 정당현수막에 대한 보도횟수가 2배 이상의 증가된 것으로 나타났다. 둘째, 해당 업무에 관련된 공직자들도 정당현수막의 정치광고로서의효과를 크게 인지하지 않는 것으로 나타났다. 셋째, 공직자들의 개인 정치성향별 정당현수막의 정치광고 효과에 대한 인식차이가 있는 것으로 나타났다. 특히 강한 진보성향의 공직자들이 정치광고 효과를 가장 낮게 인식하는 것으로 나타났다. 넷째, 공직자들의 자기감시성향에 따른 집단간 광고 효과 차이나 태도에서는 유의미한 차이가 나타나지 않았다. 이러한 결과는 정당 현수막을 활용한 정치 옥외광고 활용에 대한 시사점을 던진다.

This study is to verify the effectiveness of political outdoor advertising using party banners as a political PR tool. To this end, big data analysis for media articles was conducted and a survey was conducted for public officials. A survey was conducted on 110 public officials from government ministries and local governments. For response data, average analysis and ANOVA analysis were conducted using the SPSS 26 statistical program. In the measurement, the perceived effects (benefit, persuasiveness) and emotional attitudes (likeability/negative emotional response (non-likeability)/avoidance response) of political advertisements were examined, and the effects of each political tendency and self-monitoring tendency were also examined. The analysis results are as follows. First, it was found that the number of reports on party banners more than doubled after the law on outdoor advertisements for party banners was revised. Second, it was found that public officials related to the task were not largely aware of the effect of party banners as political advertisements. Third, it was found that there was a difference in perception of the effect of political advertisements of party banners by individual political orientation of public officials. In particular, it was found that strong progressive public officials perceived the effect of political advertisements the lowest. Fourth, there was no significant difference in the effect of advertisements and attitudes between groups according to the self-monitoring tendency of public officials. These results raise implications for the use of political outdoor advertisements using party banners.