• Korean Management Science Review
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• v.31 no.4
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• pp.15-28
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• 2014

The present study examined the effects of self-construal and message orientation on value advocacy advertising. An experiment of college students was conducted to investigate relationship between the attitude toward advocacy advertisements and the purchase intention. The results showed that people with interdependent self-construal have more positive attitude toward the advocacy advertisements than people with independent self-construal. The interaction effects between self-construal and message orientation on the value advocacy advertisements were not found significant. However, it was found that even people with independent self-construal showed more positive attitude toward the advocacy advertisement with others-orientation messages than the advertisement with self-orientation messages in value advocacy advertising. Based on the findings, theoretical and managerial implications for value advocacy advertising were discussed.

• Korean journal of communication and information
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• v.59
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• pp.50-70
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• 2012

This study, as one of works to understand the character of contemporary journalism thought in Korea, aims to review the journalism thought of Jang Jun-Ha, a magazine journalist who published the monthly magazine Sasanggye(思想界) from the 1950s to the 1960s and promoted its influence like major newspapers at that times. For the purpose it analyzed how his understanding of journalism had been performed and what his main logic and idea on journalism thought was. Based on the above it considered the matters related to the characteristics of his journalism thought. As result of study his journalism thought can be said nationalistic enlightenment journalism consistently since he established the magazine to enlighten the educated youth, while it shows a kind of interpretive journalism or orientating journalism from the end of 1950s. In 1962 when political suppress on the Sasanggye was growing worse his journalism thought is evaluated to show a kind of advocacy journalism strongly. As he understood and received the concept and theory newly recognized in the academic and press community, his journalism thought could be said to be advanced at that times. Also his theory and assertion could be evaluated persuasive from the viewpoint of the following concrete execution and action.

• Korean journal of communication and information
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• v.57
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• pp.109-136
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• 2012

This research analyzed the news coverage of controversy over Korean resumption of Wartime Operational Control from the United States in 2006, trying to find various narrative frames and their relevance to the characters of journalistic interpretive communities. Three competitive frames emerged: Self-national defense and peace making, Balance of self-national defense and the Korea-US alliance, and Priority of the Korea-U.S. alliance and national security. Journalistic discourses were also analyzed through the in-depth interviews of 14 journalists from three interpretive communities. The results revealed that competitions of narrative frames reflected the tensed relationship among political power blocs, each representing the liberal, moderate, or conservative camp of Korean society, and preference of journalistic practices such as objective journalism to advocacy journalism. Finally, inferences were made that the clashes among interpretive authorities, existing behind the competition of news frames, restrained public deliberations on a critical incident regarding national security by blocking up the reasoned news coverage of political controversy.