경영정보학연구 (Information Systems Review)

  • 제22권4호
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  • Pages.163-184
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  • 2020
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  • 2982-6551(pISSN)
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  • 2982-6837(eISSN)
한국경영정보학회 (The Korea Society of Management Information Systems)
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SNS 댓글의 정보 증폭 양상에 대한 연구: 뉴스 사이트 댓글과 SNS 댓글의 센티멘트 차원 비교를 통한 탐색적 분석

The Amplifying Aspects of SNS Comments: An Exploratory Study through the Sentiment Comparison between News Site Comments and SNS Comments

  • 투고 : 2020.08.31
  • 심사 : 2020.10.13
  • 발행 : 2020.11.30
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⟨ 이전 논문 다음 논문 ⟩

초록

SNS에서 포스팅과 댓글 형태로 만들어지는 정보는 가공 및 확대되어 뉴스미디어로 재전송되거나 현실 세계에서의 활동으로 연결되기도 하는 등, 그 영향력이 점점 커지고 있다. 최근 들어 SNS 댓글의 이러한 정보 증폭 현상에 대한 논의가 진행되고 있으나, 구체적으로 어떠한 차원의 정보가 확대되는지나 증폭의 방향과 정도 및 이에 영향을 미치는 요인 등은 아직 잘 밝혀져 있지 않다. 따라서 본 연구에서는 댓글 내용의 센티멘트를 이용하여 SNS 댓글이 구체적으로 어떠한 차원에서 원 게시글을 확대하는지 살펴보고, SNS 포스팅 구조와 사회적 연결망의 특징이 어떻게 이 확대 방향과 크기에 영향을 미치는지 뉴스 댓글과 비교하여 살펴보았다. 2,378개의 페이스북 포스팅과 그에 포함된 뉴스 게시글, 이들에 달린 페이스북 댓글 26,312개, 뉴스 사이트 댓글 74,730개를 분석한 결과, SNS 댓글은 원 게시글의 센티멘트를 확대하는 것으로 나타났다. 특히 인지적, 사회적 차원에서는 뉴스 사이트의 댓글보다도 그 확대 정도가 더 큰 것을 알 수 있었다. 정서적 차원에서는 뉴스 사이트 댓글보다 부정적 감정의 확대 정도는 약하고 긍정적 감정의 확대 정도가 큰 것으로 드러나 SNS 댓글이 부정적 감정보다 긍정적 감정을 증폭하는 경향이 있음을 알 수 있었다. 댓글의 원 게시글 증폭 방향과 정도에 있어서는 댓글이 긍정 유지, 혹은 긍정 전환될 때는 SNS 포스팅 작성자와 포스팅에 포함된 게시글 작성자가 동일할 경우 증폭정도도 커지지만 부정 유지되는 경우에는 그렇지 않은 경우에 오히려 증폭되는 경향이 있다는 것을 밝혀 사회적 연결망 하의 관계가 댓글 증폭에 큰 영향을 미치는 것을 보였다.

The information on SNS, which is created by the forms of postings and comments, is being magnified and redistributed to news media expanding its impacts on real words. This amplifying effects of SNS comments have been increasingly discussed but there still lacks the answers for which dimensions of information is magnified, and what affects the direction and the degree of the amplification. This study, therefore, explores the detailed dimensions that are magnified by SNS comments and how SNS posting structure and social network characteristics affect them by using sentiment analysis. By analyzing 2,378 Facebook postings and news articles and their 26,312 SNS and 74,730 news site comments, this study shows that SNS comments magnify the sentiments of the posting articles they are attached to. In comparison to news site comments, SNS comments magnify the cognitive and social dimensions more than the news site comments. In the affective dimension, they tend to magnify only the positive emotion more than news site comments. Also, the findings reveal that whether the article in the posting is written by the posting owner affects the degree of amplification when the comments are remained positive or switched positive, while the opposite determines the amplification when comments remain negatively, suggesting that the user relationship in social network is the important factor that affects the direction and the degree of the information amplification in SNS.

키워드

과제정보

이 논문은 2018년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2018S1A5A8027924)

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