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The Effect of Appearance of 'the other' and 'I' to Positive Attitude and Sense of Community on Social Video Platform - Based on Social Impact Theory and Self-Monitoring Theory

소셜 비디오 플랫폼 상에서 '나'의 개성과 '다른 사람'의 개성이 사용자의 긍정성과 소속감에 미치는 영향 - 사회적 영향이론과 자기 점검 이론 관점

  • Received : 2015.07.15
  • Accepted : 2015.12.07
  • Published : 2016.02.28

Abstract

Recently, the method of social interaction is transforming into a method that utilizes videos. We are suggesting a new social video platform that contains a video of 'I' and 'the other'. We studied how the appearance of 'the other' and 'I' affected the user. So we applied the Social Impact Theory and Self-Monitoring Theory. The platforms were then used to investigate how the user's positive attitude and sense of community were affected by having the user view his/her and 'the other's appearance watching the same video. As the result, users felt more positive attitude when their own appearance was shown on the screen. However, the positive attitude decreased when there were more femininity in the surrounding videos along with their own appearance. Also, when there were more masculinity in the surrounding video, the users felt a stronger sense of community. We believe this research will provide implications for developing the structure and organization of a new social video platform.

Keywords

Social Video Platform;Social Impact theory;Self-Monitoring Theory;Sense of Community;Positive Attitude

Acknowledgement

Supported by : 한국연구재단

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