• Korean journal of communication and information
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• v.59
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• pp.138-161
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• 2012

This study is designed to explore the function of Twitter as a campaign platform during election campaign. For exploring the function of Twitter the form of tweet, the type of information on tweet and the way of opinion expression via Twitter were discussed by content analysis. This study finds, first, that, netizens express their opoinion of candidates without foundation and with emotional reactions. Second, they showed somewhat conflictive reactions according to their supporting candidates. This study conceptualized various kinds of public as 'blindly support public,' and 'blindly opposition public' in case of Park's supporters, 'rational support public,' and 'critical opposition public' in case of Na's supporters. Third, Park's supporters debated Na candidate's attitude of debate and her appearance blindly without foundation. Na's supporters argued Park's attitude of debate and his ignorance of Seoul Metropolitan government's policy blindly without foundation. Finally, this study discussed the relationship between the political discourse according to netizens' supporting via Twitter and the results of election. Park whose supporters attacked the opposing candidate by blaming her appearance and her attitude of debate won the election. Na didn't overcome her negative images. For her Twitter functioned as a media which is spreading negative factors about her. In conclusion, Twitter as a campaign platform during election times plays a key role in discussing candidates. However, netizens need to express their opinions with foundation and the candidates have to consider negative issue management. This study highlights the importance of peripheral factors which have a decisive effect on the results of election. The results of this study is useful for building political campaign strategy by candidates.

• The Journal of the Korea Contents Association
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• v.17 no.7
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• pp.170-181
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• 2017

The purpose of this study is to provide a more persuasive organ donation campaign based on the understanding of the public based on the personal characteristics and value factors of various age groups. The influence of personal characteristics and value factors (organ donation attitude, organ donation knowledge, self - efficacy, internal medicine, attitude toward discontinuation of life - saving treatment) on the intention of organ donation among 20s to 60s or older was examined. Demographic variables that were predicted to affect individual behavioral intentions such as gender, age, and religion were included. The value factors were also included attitudes toward life-sustaining treatment and afterlife view to identify potential factors. The results showed that attitude toward organ donation, knowledge of organ donation, self-efficacy, attitudes toward life-sustaining treatment had a significant positive effect on organ donation intention.

• Journal of Industrial Convergence
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• v.2 no.2
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• pp.47-68
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• 2004

The term "social marketing" was first introduced in 1971 to describe the use of marketing principles and techniques to advance a social cause, idea, or behavior. Social Marketing is a strategy for changing behavior. It utilizes concepts of market segmentation, consumer research, product concept development and testing, directed communication, facilitation, incentives, and exchange theory to maximize the target adopters' response. Social marketing requires knowledge of each target-adopter group, including its 1. social demographic characteristics, 2. psychological profile and 3. behavioral characteristics. To know the target adopters in these three related ways enables social marketer to make more accurate predictions. In addition to differentiating among and selecting target adopter groups, the social marketer will identify influence-holding groups, or influentials, who can affect a program's success. Great changes and opportunities exist to produce changes in the ways that individuals and groups think and behave and in meeting human needs. The balance of the scales of social change, we hope, will shift away from the use of force and violence to the use of persuasion and voluntary action. I trust that this dissertation will be useful highlighting the strategies and means of peaceful, planned social change designed to elevate the quality of life.

• The Journal of the Korea Contents Association
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• v.19 no.11
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• pp.102-110
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• 2019

The military respond well to external publics in the event of a crisis int that they are operated based on the trust of the people. Unlike other organizations, however, the Korean military has the distinctiveness that soldiers experience military life as internal publics for a certain period of time and after serving in the army, they become those who evaluate the military as external publics. Therefore, it is important to examine what would be effective crisis management strategies in terms of communicating with active-duty soldiers. Given that active-duty soldiers are accustomed to using SNS these days, this study investigated whether message forms (digital image vs. text) affect the perception of the military in crisis, acceptance of the given message, and attitude toward the military. Our empirical findings suggest that image-based messages are more likely to increase levels of message acceptance than text-based messages. Based on the results, we discussed practical implications on communication strategies for managing the military in crisis.

• Journal of Korea Society of Industrial Information Systems
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• v.1 no.1
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• pp.87-109
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• 1996

본격적인 정보화시대를 맞아 정부에서는 정보화사회를 조기에 구현, 정착시키고자 행정,금융, 교육/연구, 국방, 복지등 5개 분야에 걸친 국가 기간망 구축사업을 위시하여 각종 정보화 정책 및 사업을 추진하고 있다. 그러나 국가정보화사회를 성공적으로 구현하기 위해서는 그의 인프라(Infra)인 지역별 정보화가 추진되어야 한다. 지역정보화는 이제 국가정보화사회를 구현하는데 필수적으로 거쳐야 할 중간단계로 인식되고 있다. 충북지역에서도 청주/청원 지역을 정보화의거점으로 삼아 지역데이타베이스를 구축하고 이를 공중통신망에 접속하여 주민들이 가정이나 직장에서 컴퓨터 단말기를 통하여 필요한 정보를 검색하고,주민간 상호정보교류는 물론 의견이나 제안을 해당 기관 및 단체에 알릴 수 있는 본격적인 지역정보통신 시대를 개막하고자 하는 계획을 추진하고 있다. 그러나 지역정보란 개념과 범위가 방대하고 이용집단에 따라 정보 수요가 다양한 차이를 보일 수 있기 때문에 단번에 지역의 모든 집단의 정보수요를 충족시킬 수 있는 데이터베이스를 구축한다는 것은 불가능한 것이다. 따라서 지역 데이터베이스는 단계적이며 일관성을 유지한 추진 계획과 지속적인 구축노력이 필수적이다. 이러한 배경하에 본 소고에서는 정보항목별 데이터베이스 구축의 우선순위를 파악하고 데이비스의 기술수용모델을 중심으로 사용자에 대한 기술 수용태도를 알아보기 위해 검증을 시도하였다.

• Journal of Science and Technology Studies
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• v.2 no.2 s.4
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• pp.25-54
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• 2002

Without much communication, large-scale surveys of public knowledge of, and attitudes to, science (quantitative PUS) and case-study analyses of the public's understandings of science in particular (constructivist PUS) have dominated in the public understanding of science (PUS) area. Not only methodological preference but also a strong antipathy against value-orientations that each approach presumed to have and support has been barriers for quantitative PUS and constructivist PUS to benefit each other. In order to overcome such barriers, this paper demonstrates that value orientations guiding quantitative PUS have been much more diverse than what constructivist PUS researchers might think, and that quantitative PUS has indeed yielded the results consistent with and complementary to constructivist PUS. Finally this paper proposes that (1)quantitative PUS should test propositions provided by constructivist PUS, so that it can contribute much to the construction of more generalizable PUS theories and policies, and (2)constructivist PUS uses the outcome of quantitative PUS to develop more complex case studies which consider heterogeneous publics, trends of public evaluations of science, and how public attitudes to science in the abstract and public attitudes to science in particular in a specific context have effect on each other.

• The Journal of the Korea Contents Association
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• v.21 no.9
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• pp.209-220
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• 2021

The purpose of this study is to examine the effect of donation campaigns ambassador model in non-profit organizations. To analyze the research hypothesis, the independent variables (high awareness-high expertise, high awareness-low expertise, low awareness-expertise, low awareness-low expertise) and the dependent variables (source credibility, message credibility, attitude toward the organization, and donation intention) were measured. Interaction effect was found on the source credibility, message credibility, and donation intention. The interaction effect showed that public perceived positively if the ambassador has high cognition level on the condition of low expertise. However, the attitude toward the organization according to the PR ambassador type was not significant. The study suggested that the non profit organization would better use the ambassador of high cognition rather than expertise.

• The Journal of the Korea Contents Association
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• v.18 no.8
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• pp.446-458
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• 2018

The media is not just a means of conveying social reality, but is also a political economic subject that restructures social reality. The perceptions and attitudes of the people who read the news can be influenced by the content and direction of the media. Therefore, it is very important to understand and discuss the characteristics of news coverage produced by media. In the case of issues closely related to economic benefits rather than general socio-economic issues, more objective arguments and confirmation of facts are required. In this study, we tried to understand how real estate policy, which is one of the major political and economic issues of S. Korean society, is covered in the media. After analyzing media coverage, we concluded that it was somewhat unreasonable to look at facts about real estate policy objectively and make realistic alternatives, because the framework and attitudes expressed in the articles varied by newspaper.

• The Journal of the Korea Contents Association
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• v.19 no.2
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• pp.379-392
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• 2019

Public service advertising is a form of communication activity performed to increase public interest. In order to improve the effectiveness of public service advertising, it is necessary to formulate advertising strategies that can actually induce positive action changes. China has various social problems because of dramatic social changes, which call for implementing public service advertising. This study aims to improve the persuasive effects of Chinese public service advertising by addressing effective communication strategies. In particular, we selected 33 works that use fear appeals from 2016 HuangHe Award-winning posters and analyzed their visual representation of fear appeals. The results suggest that fear appeals are frequently used in safe driving and anti-smoking campaigns. In addition, main colors of these posters were black and white. The main fearful images were often represented in a form of 'fact' and 'factual conception' and in the type of 'picture.' They also have features of implicit association' and 'exaggeration'. This study has a significance in terms of providing theoretical and empirical information to future research on improvement of public service advertising in China.

• The Journal of the Korea Contents Association
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• v.14 no.5
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• pp.107-116
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• 2014

The purpose of this study is to verify the applicability of concept mapping in the process of planning social welfare program based on community network. Concept mapping is a kind of decision-making method that structuralized complex ideas and presented visually. Already, concept mapping is widely utilized in counseling, nursing and public health area to plan and evaluation their program and service. For recent, effectiveness of concept mapping has been reported. Concept mapping is a effective decision-making method that they recognize outcome gap between service provider and client, reach the outcome's consensus in counseling and nursing, medical area. In this study, we conceptualized 3rd year outcomes of Community Impact Project that was supported from Busan Chest using concept mapping. This CI project intervenes children and youth who lives in Buk-gu, Busan. Concept mapping has six stages-preparation, collecting ideas, structuring statements, representing statement, interpreting the results of the analysis, applying the results. We followed these steps. The participants were working at social welfare organizations, total 11 persons. We obtained 60 statements and analyzed using multidimensional scaling. we collected 5 clusters, cluster 1 'awareness and attitude change of children and youth', cluster 2 'social system change of children and youth', cluster 3 'friendly community formation', cluster 4 'community people change', cluster 5 'service provider change'. As a result, among total 5 clusters formed, 'awareness and attitude change of children and youth' came to the strongest outcomes. When concept mapping was applied to the program planning, the consensus of the opinion came easily in the decision-making process, and the participants were empowered. In addition, clear conceptualization on each element of the program planning was made.