Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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An Analysis on SNS Management and Visitors' response of Nuclear Regulatory Organizations : Focus on the Comparison about facebook page between NSSC and NRC

원자력 규제기관의 SNS 활용 및 수용자 반응 분석 : 원자력안전위원회와 NRC 페이스북 비교를 중심으로

  • 최현주 (성균관대학교 신문방송학과) ;
  • 심은정 (원자력안전위원회)
  • Received : 2016.03.10
  • Accepted : 2016.05.20
  • Published : 2016.05.28
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Abstract

SNS users are continuously increasing and SNS is emerging as a major PR channel of government. In particular, SNS can be a useful tool, but also the challenges for risk communication. This study is examined how nuclear regulatory organizations' SNS management and visitors' responses to the facebook pages in Korea and U.S.. Results indicated that both organizations frequently used information-oriented posting. Concerning the types of PR, NSSC tended to mainly use 'Relationship-Management PR', NRC mainly use 'Image PR.' In addition, our analyses on visitors' responses showed that visitors usually in response to participational and visual(ex. video, card news) typed contents. Based on its' results, this study provides practical suggestions for government's future SNS management strategies.

최근 SNS 사용자가 증가함에 따라 정부부처의 홍보에도 SNS가 주요 홍보채널로 등장하였다. 특히 리스크를 관리하는 데 있어서 SNS는 유용한 도구이자 새로운 도전 과제가 되었다. 우리나라에서 원자력은 주요한 리스크 중 하나이며, 원자력 규제기관이 국민과 어떻게 소통하고 있는가는 원자력시설에 대한 신뢰 혹은 수용성에 매우 주요한 영향을 미칠 수 있다. 이를 반영하여 본 연구는 한국(NSSC)과 미국(NRC) 양국의 원자력규제를 담당하는 정부부처의 SNS 활용과 수용자 반응을 비교 분석했다. 연구 결과, 양 기관 모두 '정보제공'목적의 포스팅이 가장 많았으며, PR유형의 경우 한국은 '관계관리 PR', 미국은 '이미지 PR'의 포스팅이 많았다. 수용자 반응을 살펴보면 참여형과 비주얼형(동영상, 카드뉴스, 인포그래픽 등)의 포스팅에 수용자들의 반응이 높았으며, 관계관리 PR에 대한 수용자 반응이 더욱 높았다. 이러한 연구 결과가 향후 정부부처 정책을 소통 전략을 수립하는데 있어 도움이 되길 기대해 본다.

Keywords

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