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브랜드디자인학연구 , 2013년, pp.253 - 262   http://dx.doi.org/10.18852/bdak.2013.11.5.253
본 등재정보는 저널의 등재정보를 참고하여 보여주는 베타서비스로 정확한 논문의 등재여부는 등재기관에 확인하시기 바랍니다.

소셜테이너의 F-factor가 사회적 책임 활동에 미치는 영향에 대한 고찰 - 욕망의 삼각형 이론을 중심으로 -
A Study on the Effects of Socialtainer's F-factor on Social Responsibility Activities - Focused on Triangular Theory of Desire -

이길형  김민정 
  • 초록

    With the advent of the social networks era, a phenomenon that personal everyday experiences and needs are shared with others, which has acted as social variables through contacts established via SNS and its fast propagation. While socialtainers in this environment are participating in social responsibility activities being recently issues in the world, they have made public awareness change and lead to participation by using F-factor. The background of this F-factor's diffusion has the need for imitation. As a result of analyzing F-factor phenomenon from the point of view of triangular theory of desire that organizers(regular followers) imitate and desire what socialtainers of mediators desire to do positively, socialtainers are spreading social responsibility activities positively by utilizing the characteristics of the media called Twitter, Facebook and YouTub in terms of PR ambassador activities and volunteer service activities among 7 areas of personal social responsibility activities. Socialtainers make people's recognition for social responsibility changes by using their interest and F-factor's power toward a positive direction, and socialtainers' social responsibility activities unlike their past social responsibility activities are also appealing to the public as a new trend. People have met basic needs of a sense of belonging and interest which they are pursuing from their inner, belonging to a group that people want to agree to and participate in this phenomenon and this process may lead to authentically social engagement activities. Through this study, this researcher tries to better understand this new cultural phenomenon practically.


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