정주용 Jung Juyong , 노은주 Rho Eunju
DOI: Vol.31(No.1) 93-117, 2024
Abstract
This study aims to investigate the impact of local government Public Relations (PR) through YouTube on public trust in government, focusing on the case of ChungTV, the official YouTube channel of Chungju City, and its creator, Chungju PR Man. Utilizing data gathered from a survey of the channel’s visitors, the current research examines the influence of various factors, including attitudes towards the channel, perceptions of the creator’s authenticity and emotional attachment, and perceived entertainment value, on trust in government, mediated by the cognitive and affective image of the City. The findings reveal that attitudes towards the channel and the creator’s authenticity are negatively associated with the City’s cognitive and affective image. However, perceived entertainment value and emotional attachment to the creator positively impact the affective image of the city, leading to a higher level of trust in government. These results suggest practical implications, highlighting the necessity to differentiate between traditional government PR via mainstream media and government PR through Social Networking Sites (SNS) in terms of format, content, and methodology.
Key Words
정부PR, 지방정부 신뢰, YouTube, Government PR, Trust in Local Government