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본고는 사회인지학자들의 자기제시이론(self-presentation theory)을 이론적 틀로 채택해서 관여(involvement)에 대한 개념정의와 개인적, 사회적 관여의 유형화를 시도하고 있다. 패러렐리즘이론(parallelism theorem)하에서 CFA(Confirmatory Factor Analysis)를 통해서 실증적으로 사회적 관여와 개인적 관여의 유형화가 구성 타당도(construct validity)가 있음을 검증하고, 덧붙여 관여와 높은 상관관계가 있는 것으로, 이미 수 차례 검증된 변인인 지식과 미디어 주목도를 종속변인으로 하는 회귀분석을 수행하여 유형화에 따른 개념의 기준타당도(criterion validity)를 검증했다. 본 분석을 위한 데이터는 1998년 미국의 미시간주 주지사 선거당시 이스트 랜싱지역에 거주하는 성인남녀로서 구성된 무작위 표본으로부터 얻어졌다.


While a fair amount of the research on the conceptualization and typology of involvement have been studied in the context of marketing and persuasive communication, relatively little is known about those of involvement in the context of news media impact. Thus, this study aimed to conceptualize and typify social and personal involvement under the guidance of the framework of self-presentation theory. The author argued that individuals might differently response in accordance to how much personally or socially they feel involved in information or content presented by news media. Furthermore, she extended. into testing the construct validity and criterion validity of social and personal involvement by respectively using Confirmatory Factor Analysis and regression analysis. For this purpose, The survey data were collected in the 1998 gubernatorial election campaign period in Michigan, USA. The survey was conducted in the city of East Lansing in Michigan from October, 26th to November 02nd, 1998. The research population consists of a representative sample of the adult population aged 18 years and older in that city selected by the random sampling method. In terms of mode of surveying, a composite version of mailing and face-to-face interviewing was employed. Two hundred twenty six of the five hundred samples (about 45 %) participated in the survey. Two hundred five survey questionnaires were completed (21 of the collected questionnaires were eliminated because some of them were uncompleted and the others were unreadable). Ultimately, the data empirically failed to reject the measurement validity of social and personal involvement.