그들은 왜 부계정을 이용하는가? : 소셜미디어상의 멀티페르소나 이용에 관한 연구

초록

This study explores why individuals use sub-accounts on social media, examining whether the motivations and behaviors of sub-account users differ from those of main account users, and whether these differences lead to distinct perceptions of identity across accounts. To investigate this, in-depth interviews were conducted with 10 adult men and women in their 20s and 30s who use sub-accounts on Instagram. Based on the interview findings, a set of survey items was developed, and a statistical analysis was conducted using the survey data. The analysis revealed new motivational factors for sub-account use that had not been uncovered in previous research. Through both qualitative interviews and quantitative analysis, five primary motivations for sub-account use were identified: the desire for a private space, the pursuit of fun, information seeking, the desire to record information, and status seeking. Among these, certain motivations were found to have statistically significant differences compared to main account use. For example, the pursuit of a private space was identified as the most influential motivation for sub-account use. Additionally, sub-account use was shown to influence users' Instagram behaviors. Variables such as posting frequency, the expression of negative emotions, and the pursuit of anonymity emerged from the interviews, and these behaviors were found to differ significantly from those on main accounts. Users who frequently used sub-accounts reported higher levels of intimacy with those they were connected to on these accounts, and they felt more free to upload posts without revealing personal information or to express socially unsanctioned negative emotions. These differences in motivations and behaviors also impacted users' self-perception. The results of the interviews and statistical analysis indicated that users who frequently utilized sub-accounts exhibited a "multipersona," perceiving their identity differently on their main and sub-accounts. Based on these findings, this study discusses its conclusions and implications.

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