본 연구는 최근 범람하고 있는 시청자 참여 프로그램의 등장과 관련하여 시 청자 참여 프로그램에 대한 참가자들의 참가 동기와 행동 특성에 대한 내 재적 요인을 알아보는 데 그 목적이 있다. 이를 위하여 국내에서 가장 오래된 시 청자 참여 프로그램인 KBS '전국노래자랑‘ 프로그램의 참가자 중 지역 예선 참가 자 총 21명과 상반기 결선 참가자 총 16명을 각각 4라운드에 걸친 포커스그룹인 터뷰(FGI : Focus Group Interview)를 수행하였고 그 인터뷰의 내용을 분석하는 질적 연구방법을 활용하였다. 구체적 결과로 TV 프로그램 참여자들의 참가 동기는 주로 외재적 동기보다는 내재적 동기 요인에 더 강한 영향을 받았다. 즉, 심리학적 보상 기재를 따라 5가지 내재적 보상(자기결정성, 효능감, 자기표현, 사회교류, 몰 입)을 충실히 따랐고 특히, 자기결정성이나 자기표현에 더욱 강한 반응을 보였다. 참가 횟수가 늘어날수록 참가자들은 초기에 지녔던 내재적 동기 요인은 더욱 강화 되었고 점차 효능감(향상감)과 몰입감을 형성하는 측면도 확인되었다. 따라서, 수 동적인 시청행위를 벗어나 보다 적극적인 참가 행위를 통하여 자신의 결정에 대한 자신감을 확인하고, 자기표현 행위를 통한 사회적 소통은 교류감의 극대화를 가져 왔다. 시청자 참여 프로그램은 적극적 참여를 열망하는 시청자의 기대욕구에 부응 하는 기획 프로그램인 것만은 분명하나, 각 프로그램의 장르별 시청자 참여 유인 인자에 대한 연구는 보다 세밀한 접근이 요구된다.

This study analyzed intrinsic motivations on motivating factors and acting characteristics of participants as related to many programs with participants of TV audiences. Especially, even though there was not any specific analysis what elements of the programs could appeal audiences and drive them to participate in the programs, the study researched that the participants of the program had expected and reacted what kind of compensation. The study would be very important and meaningful research for planning new programs and starting researches about the audiences. The study researched that the participants could be appealed by what kind of rewards, and the compensation was divided into extrinsic motivation and intrinsic. Indeed, as it looked at motivating factors, selecting factors, and using psychology, this study analyzed TV audience’s mind that what reinforcement factor could drive them to participation in psychology, what elements could drive them to participation, and what makes whole nation called survival auditions. For verifying that, this study operated Focus Group Interview (FGI) for four rounds to 21people who participated in zonal contest and 16 people who participated in the first half winning. The interview data were analyzed by qualitative research method. For this analysis, it set initial data analysis and re-analyzed the contents, so the final results were analyzed and supposed. The audience’s intrinsic motivation influenced motivating factors more than extrinsic motivation. They followed faithfully five intrinsic rewards (self-determinism, efficacy, self-expression, social interaction, and immersion). Especially they showed more strong reaction at self-determinism and self-expression. The more they participate in the program the more intrinsic motivation is reinforced and there are efficacy (improvement) and immersion gradually more and more. Indeed, it can be deduced that watching TV is one of the leisure in psychology, and it deviate from a passive attitude and the audiences find more active role to certificate confidences of their decision. The social interaction of self-expression makes feeling of interactions. The factors give the audiences a chance to feel preferred improvements or efficacy. Therefore, it is clear that audience participating TV programs satisfies the audience’s expectation to get into the program aggressively. However, studies about motivating factors about each genre of programs should be detailed.

• 최영준(청주대 사회과학대학 신방과 교수) | Choi, Youngjun 제1저자
• 박태호(KBS PD) | Park, Taeho