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본 연구의 목적은 기초의원에 출마하는 여성 정치 후보자들이 과거부터 빈번히 사용해온 ‘가정중심 선거 전략’에 대한 여성 유권자들의 태도를 살펴보는 것이다. 정치 선거 포스터의 주요 구성요소인 후보자의 외모, 슬로건 전략, 배경(경력)에 따라 여성 유권자의 태도(호감, 능력, 투표의도, 타인평가)에 차이가 있는지 살펴보고 유사성-매력효과(Similarity-attractive effect)를 통해 도출된 지각된 유사성이 독립변인과 종속변인을 매개하는지 검증하였다. 성인 여성(N = 320)을대상으로 2(외모/외적 이미지: 가정주부 vs. 프로페셔널) × 2(슬로건 전략: 가정중심 vs. 능력중심) × 2(배경: 여성성 포함 vs. 여성성 불포함) 개체 간 실험을 진행한 결과, 여성 후보자가‘가정주부’의 외모일 때 여성 유권자들의 호감, 투표의도, 타인평가가 더 긍정적인 것으로 나타났다. 또한 슬로건 전략이 가정중심보다 ‘능력중심’일 때 모든 종속변인에서 더 높이 평가되었으며, 후보자의 배경이 ‘여성성 불포함’일 때 능력측면에서 더 좋은 평가를 받았다. 가장 높은 평가를받은 조합은 가정주부 외모 이미지, 능력중심 슬로건, 여성성 불포함 배경으로 나타났다. 지각된유사성은 외모와 호감, 투표의도, 타인평가를 매개하며, 슬로건 전략과 모든 종속변인들, 그리고배경과 능력을 매개하는 것으로 나타났다. 본 연구는 여성 기초의원 출마 후보자들이 사용하는젠더 전략에 관한 실증연구 결과를 제시함으로써 여성 후보자들의 선거전략 수립의 유용한 방향성을 제시하고 있다.


The purpose of this study is to examine female voters' attitudes toward 'home-centered campaign strategies' that have been frequently used by female political candidates running for basic parliamentary seats. More specifically, the research examined whether a candidate's appearance, slogan strategy, and work experience, which are the main components of a campaign poster, make differences on the attitudes among female voters (favorable impression, capability assesment, voting intention and predicting other's assessment). Also, the study verified that whether a voter’s perceived similarity toward the female candidate featured on the poster mediated independent and dependent variables. A 2(appearance: house-wife vs. professional) × 2(slogan strategy: home-centered vs. capability-centered) × 2(work experience: including femininity vs. without femininity) between group experiment was conducted with 320 Korean female voters. The results showed that female voters favored, intended to vote, and better predicted other's assessment toward a female candidate with house-wife appearance. In addition, capability-oriented slogan was rated better on all dependent variables compared to home-centered slogan and a work experience without feminity was rated higher on capability assessment. The most highly rated combination of independent variables was a combination of house-wife appearance, capability-oriented slogan, and work experience without femininity. Meanwhile, a voter’s perceived similarity toward the female candidate featured on the poster mediated between the candidate appearance(IV) and favorable impression, voting intention, predicting other's assessment(DVs). Also, the perceived similarity mediated between slogan strategy(IV) and all dependent variables as well as between a candidate’s background(IV) and capability assessment(DV). By empirically testing the effectiveness of gender strategies featured on campaign posters of women political candidates, the research provides a useful guidelines for female political candidates in terms of their image and campaign poster strategies.


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