• Journal of Digital Convergence
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• v.12 no.11
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• pp.171-181
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• 2014

As the use of mass media in modern politics grows, its influential power is getting larger than before. Therefore, fairness of broadcasting is identified as a very important factor in the current law. In particular, whether the mass media has balanced attitude toward election issues has been a critical point, which maked the current law have separate provisons to deal with it. As for the fairness and bias, most existing studies had focused on how long the media dealt with the specific political issues, which leads to only quantitative analysis. Also, most analysis of the contents had been based on very personal judgement and evaluation of researchers rather than following the criteria which is based on scientific method. This study introduced the AHP analysis method to compare the quantitative data and qualitative data altogether, which aims to develope the indicator for weighted measures and measurement of the fairness. Research findings reveals that each broadcaster has, MBC was highly biased and KBS and SBS followed that. Compared with existing studies regarding the political fairness of the media.