Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Hierarchy of Reputation: Evolutionary psychology toward fall of famous people

명성의 지배서열: 유명인의 몰락을 대하는 진화심리 연구

  • Jo, Jung-Yul (Dept. of PR & AD, Sookmyung Women's University)
  • 조정열 (숙명여자대학교 홍보광고학과)
  • Received : 2018.10.23
  • Accepted : 2018.12.20
  • Published : 2018.12.28
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Abstract

This is a study of reputation from the perspective of evolutionary psychology. To start a theory building process in PR, Tall Puppy scale is examined using dominance hierarchy and reputation hierarchy. Tall Puppy scale is a measure toward highly successful, thus famous people. when they fall. The result showed that Koreans have negative attitude toward famous people 8times more and prefer their fall than Austrailians. The number one variable to explain the psychology of reputation hierarchy was self-esteem. It was strongly correlated with reputation hierarchy attitude. People with higher self-esteem were more generous about famous figures when people with low self-esteem prefer more the fall of tall puppies. A discussion for reputation hierarchy theory is followed.

이 연구는 명성에 대한 진화심리학적 접근을 시도한다. 학제적 분석을 통해 명성에 대한 새로운 이해와 피알이론개발의 토대를 마련하는 것이 목적이다. 그 첫 단계로 Tall Puppy Scale을 활용해 유명인에 대한 한국인의 일반적 태도를 측정한다. 유명인에 대한 지지보상과 몰락선호를 검증하고 한국의 결과를 호주의 것과 설문을 통해 비교한다. 성공한 유명인들에 대한 한국인들의 태도는 호주인들보다 첨예했다. 포용성은 낮았고, 공격성은 높았다. 보상선호와 몰락선호를 함께 고려했을 때 한국인의 명성서열심리는 호주인들보다 6배 이상 공격적이었다. 명성서열심리를 설명하는 제1변수는 자존감이었다. 자존감이 높은 사람들은 성공한 유명인에 대해 관대하고 그들의 사회적 필요성에도 공감하고 있었다. 남성보다 여성이, 나이가 많을수록, 친구가 적을수록, 의사표현에 소극적일수록, 그리고 느끼는 경쟁이 치열할수록 유명인에 대한 공격성향이 강한 것으로 드러났다. 개인의 자존감은 명성의 진화심리를 이해하는 핵심 척도였다.

Keywords

Table 1. Theories most used in Korean PR research

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Table 2. Tall Puppy Scale

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Table 3. Demographic profile of participants

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Table 4. Mean of Favor Reward/Favor Fall

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Table 5. Favor Reward Result

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Table 6. Favor Fall Result

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Table 7. Correlation between Self-esteem & Favor Reward/Favor Fall

DJTJBT_2018_v16n12_231_t0007.png 이미지

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