• Title/Summary/Keyword: Government PR

검색결과 58건 처리시간 0.023초

코로나19 백신 관련 영상의 특성 및 이용자 반응에 대한 연구 (Study on Characteristics and User Reactions of Videos Related to COVID-19 Vaccine)

  • 이미나;홍주현
    • 문화기술의 융합
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    • 제7권3호
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    • pp.163-171
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    • 2021
  • 이 연구는 코로나19가 야기한 인포데믹 상황에서 유튜브상에서 확산된 코로나19 백신 관련 영상의 주요 특성과 이용자 반응의 차이를 알아보고자 하였다. 코로나19 백신 관련 영상 579개에 대한 내용분석 결과, 허위정보는 모두 개인 채널이 저자인 것으로 나타났으며, 기관 및 단체, 언론사, 정부 채널에서는 사실 중심 보도와 더불어 허위정보에 대한 보도도 한 축을 이룬 것으로 나타났다. 진보 성향의 채널은 백신 접종을 찬성하는 긍정적 정서의 비율이 높았고, 보수 성향의 채널은 백신 접종에 반대하는 부정적 정서의 비율이 높았다. 백신 접종이 시작된 이후에 정부 채널의 영상이 증가했고, 긍정적 정서의 영상이 증가한 것으로 나타났다. 좋아요 수에 영향을 미치는 영상의 특성 요인을 회귀분석을 통해 알아본 결과, 개인 전문가 영상, 진보 성향 채널의 영상이 좋아요를 더 많이 받은 것으로 나타났다. 연구 결과를 종합하여 소셜미디어를 활용한 코로나19 백신 관련 정부 정책 홍보 방안에 대해 제시하였다.

옥외광고를 활용한 공공 콘텐츠 사례연구: 시각적 특성을 중심으로 (A Case Study of Public Contents in Out-Of-Home Advertising: Focused on Visual Characteristics)

  • 김운한;정현주
    • 문화기술의 융합
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    • 제9권6호
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    • pp.453-459
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    • 2023
  • 본 연구는 공공매체 성격이 강한 옥외광고에서 공익광고 및 공공 콘텐츠의 크리에이티브 특성을 분석한 것이다. 기금조성용 야립광고를 중심으로 사례 분석을 실시한 결과는 다음과 같다. 첫째, 광고주체는 주로 정부부처였으며 지자제 광고는 발견되지 않았다. 둘째, 광고 메시지는 대부분 정부와 공공기관 등의 정책홍보에 관한 내용이며, 기타 공공 콘텐츠 또는 공익 메시지는 찾아보기 어려웠다. 셋째, 표현 측면에서는 텍스트가 시각적 요소보다 더 많은 비중을 차지하였으며, 시각적 표현요소로 일러스트레이션이 주를 이뤘다. 이는 국내 야립광고의 공공 콘텐츠들이 주로 직접적인 정보 전달 목적이 강한 것을 의미한다.

정부의 위기 상황에서 의제설정과정 참여자들의 메시지 분석: 파라벤 치약 논란과 정부의 대응을 중심으로 (An Analysis of Messages Produced by Participants in the Agenda Setting Process during a Government's Crisis Situation: Focusing on the Ministry of Drug and Food Safety's Response to Paraben Toothpaste Issue)

  • 이미나;홍주현
    • 한국콘텐츠학회논문지
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    • 제15권7호
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    • pp.460-476
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    • 2015
  • 위기 커뮤니케이션에 있어 SNS를 비롯한 뉴미디어 활용의 중요성이 강조되고 있지만 구체적인 활용 방안에 대한 고찰과 논의는 부족한 실정이다. 이 연구는 지난 해 논란이 되었던 식약처의 '파라벤 치약' 사례를 중심으로 정부의 위기관리 체계를 커뮤니케이션 관점에서 살펴봄으로써, 위기 시 대언론관계 관리와 뉴미디어의 역할에 대해 실무적 함의를 제공하는 것을 목적으로 한다. 이 연구는 정책 이슈의 확산 과정을 SNS 중심의 의제설정 관점에서 살펴보고, 정책결정과정의 주요 참여자인 정부, 언론, 국민들이 정부의 위기 상황에서 어떤 메시지를 생산하였는지 비교하였다. 이를 위해 파라벤 치약 이슈가 논란이 되었던 한 달여 동안의 사건 전개 과정을 4단계로 구분하고, 단계별로 식약처의 해명 자료와 주요 언론의 보도 기사(총 45건), 관련 트윗(총 645건)을 텍스트 분석, 어절 분석, 네트워크 분석을 통해 살펴보았다. 정부, 언론, 국민이 생산한 메시지를 분석한 결과를 토대로 식약처의 위기 커뮤니케이션에 있어서의 문제점에 대해 논의하고, 위기 발생 시 정부의 대언론 관계 관리 및 뉴미디어 활용 방안을 제시하였다.

디지털 플랫폼을 이용한 정책 홍보 내용분석 연구 정부 5개 부처의 유튜브 분석을 중심으로 (A Study on the Analysis of Policy PR Content Using Digital Platform - Focusing on YouTube Analysis by Five Government Departments)

  • 유현중;정현주;김운한
    • 문화기술의 융합
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    • 제9권1호
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    • pp.595-603
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    • 2023
  • 최근 들어 디지털 플랫폼을 이용해 많은 공공 기관들이 홍보활동을 전개하고 있다. 다양한 이용자들과 정보를 연결하고 공유함으로써 이전에 존재하지 않았던 새로운 가치를 창출할 수 있다는 점에서 디지털 플랫폼을 이용한 소통의 방법은 매우 중요한 의미를 지니고 있다. 이를 위하여 5개 정부 부처의 유튜브 영상을 분석하여 이를 살펴보고자 하였다. 정부부처의 유튜브 분석 결과 주로 정책 홍보의 채널로써 활용하는 경우가 대부분이었으며, 새로운 정보에 대한 채널로써 활용하는 경우가 많았다. 다양한 콘텐츠 제작을 통해 메시지를 전달하고 있으나 소통을 위한 채널로서의 타겟을 명확하지 않고, 목적도 불분명한 경우를 살펴볼 수 있었다. 국민들과의 소통을 위해 명확한 타겟 설정과 목적에 맞는 콘텐츠를 통해 소통을 위한 채널로 활용해야 할 것이다.

서비사이징 활성화방안에 관한 연구 - 자동차 부품을 중심으로 - (A Study on the Revitalization of Servicizing: Focused on the Case of Car Parts)

  • 박석하;이병섭;강해준
    • 대한안전경영과학회지
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    • 제10권1호
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    • pp.205-213
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    • 2008
  • Servicizing is defined 'not as to sell the products but as to sell the functions'. This study was done on the methods for revitalization as the object items of navigation & antenna among car parts. The direct door-to-door survey was done for 101 enterprises (direct-management stores) and percentage & t-test were done for statistics. The results can be summarized like followings. First, PR on servicizing is required. Second the optimized methods can be obtained by incorporating reuse & recycling distribution systems of servicizing with the existing recovery system Reuse distribution system can be constructed rationally because inventory control is being done correct1y with the periodic recovery. Finally, as for the analysis on the relative importance of main factors of servicizing, it shows that supports & providing the concrete frame of the government & local autonomous body are important.

Electoral Reform Movement in Malaysia : Emergence, Protest, and Reform

  • Khoo, Ying Hooi
    • 수완나부미
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    • 제6권2호
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    • pp.85-106
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    • 2014
  • Protests are not new in Malaysia, though it is restricted by the ruling government. The trend of street protests and demonstrations since the emergence of Coalition for Clean and Fair Elections (Bersih), Malaysia's first people movement on electoral reform, has triggered a sentiment of people power among Malaysian citizens. With protests and popular mobilization becoming pronounced in Malaysian politics, political activism becomes for Malaysians a channel of discontent and expression of political preferences. Using information obtained from interviews with individuals linked to the movement, this paper articulates that protests are no longer exclusive to Malaysians. This paper illustrates the emergence of the Bersih movement and explores the three Bersih mass rallies that took place in 2007, 2011, and 2012. This paper further links the protests with the electoral reform initiatives. It argues that the Bersih movement has managed to lobby fundamental changes in the Malaysian political culture.

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농촌여성의 소규모 창업을 위한 컨설팅 전문가 육성 교육과정 연구 (Curriculum Development for the Fostering Consultant in the Field of Rural Women's Business Startup)

  • 김원석;고순철;권오박
    • 농촌지도와개발
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    • 제10권2호
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    • pp.167-180
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    • 2003
  • The objective of this research is to acquire basic data to develop a program for professional consultants who can consult and provide advice for rural women's small business entrepreneur. In this research, startup business educational programs and 10 major related textbooks in Korea were analyzed, and a survey was conducted in which 71 owners of government funded rural small business responded. The major findings are as follows; First, most programs were targeting city females and were providing basic information mostly using lecture method over a few days. And no programs for rural women's small business could be found. Second, no textbooks dealing with rural women's small business could be found and the contents of each textbook differed significantly even though there were a few common points. Third, the result of the survey indicated that rural women's small business entrepreneurs had difficulty especially in acquiring necessary initial funds and raw materials, selling products, and judging the possibility of business success. And, there was significant difference in importance and perceived knowledge over 36 business know-hows in business startup area among the respondents. Based on the results, the followings could be recommended; First, educational programs for rural women's small business entrepreneurs should use a unique and different approach than other industries. Also, it is necessary to foster startup consultants especially for the rural women's small business entrepreneurs and to develop a delivery system for the startup educational programs. Second, contents of educational programs need to be selectively included depending on the level of uses. Finally, a workbook should be developed so that entrepreneur candidates can actually practice rather than just acquiring basic information and superficial knowledge during the participation.

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뮤지컬 <디에>의 마케팅 성공이 중국 뮤지컬 발전에 끼친 영향 (The Influence of the Marketing Success of the Musical in the Chinese Musical Industry)

  • 황표;한경훈
    • 한국콘텐츠학회논문지
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    • 제21권1호
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    • pp.383-393
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    • 2021
  • 본고는 중국 뮤지컬 역사상 최초로 세계 뮤지컬 시장에 진출한 <디에>의 마케팅 성공요인을 분석하였고, <디에>의 성공이 중국 뮤지컬 발전에 끼친 긍정적인 영향들을 조사하였다. 먼저 뮤지컬 마케팅의 중요한 다섯가지 요소를 분석기준으로 정하였고, 이를 통해 중국 뮤지컬 <디에>의 성공 원인을 분석한 결과 '포지셔닝', '티켓 프로모션', 'PR 전략', '프로듀서', 'OSMU' 기법 등에 있어서 체계적인 전략 수립에 의한 마케팅 추진이 이루어졌음을 도출해낼 수 있었다. 중국 뮤지컬에 있어서 <디에>의 사례는 전문적인 마케팅에 의한 최초의 성공사례라고 볼 수 있으며, 이 같은 성과의 영향으로 중국 정부와 지자체의 뮤지컬 지원 제도들이 수립되었고 최근 몇 년 간 중국 뮤지컬은 질적인 면과 산업적인 면에서 빠르게 성장하고 있음을 확인할 수 있었다. 본 연구를 통해 중국 뮤지컬과 관련된 더 많은 학술 연구가 이루어지길 기대하며, 향후 작품성과 상품성을 고루 갖춘 뮤지컬 작품이 창출되는데 기여할 수 있는 자료로 쓰여 지는 것이 본 연구의 목적이다.

한미간(韓美間) 정보통신분야(情報通信分野) 통상마찰예방(通商摩擦豫防)과 해소방안(解消方案)에 관한 연구(硏究) (A study on The U.S.-Korean Trade Friction Prevention and Settlement in the Fields of Information and Telecommunication Industries)

  • 정재영
    • 무역상무연구
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    • 제13권
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    • pp.869-895
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    • 2000
  • The US supports the Information and Communication (IC) industry as a strategic one to wield a complete power over the World Market. However, several other countries are also eager to have the support for the IC industry because the industry produces a high added value and has a significant effect on other industries. Korea is not an exception. Korea recently succeeded in the commercialization of CDMA for the first time in the world, after the successful development of TDX. Hence, it is highly likely to get tracked by the US. Although the IC industry is a specific sector of IT, there is a concern that there might be a trade friction between the US and Korea due to a possible competition. It will be very important to prepare a solution in advance so that Korea could prevent the friction and at the same time increase its share domestically and globally. It will be our important task to solve the problem with the minimum cost if the conflict arises unfortunately in the IT area. The parties that have a strong influence on the US trade policy are the think tank group and the IT-related interest group. Therefore, it would be important to have a close relationship with them. We found some implications by analyzing the case of Japan, which has experienced trade frictions with the US over the long period of time in the high tech industry. In order to get rid of those conflicts with the US, the Japanese did the following things : (1) The Japanese government developed supporting theories and also resorted to international support so that the world could support the Japanese theories. (2) Through continual dialogue with the US business people, the Japanese business people sought after solutions to share profits among the Japanese and the US both in the domestic and in the worldwide markets. They focused on lobbying activities to influence the US public opinion to support the Japanese. The specific implementation plan was first to open culture lobby toward opinion leaders who were leaders about the US opinion. The institution, Japan Society, were formed to deliver a high quality lobbying activities. The second plan is economic lobby. They have established Japanese Economic Institute at Washington. They provide information about Japan regularly or irregularly to the US government, research institution, universities, etc., that are interested in Japan. The main objective behind these activities though is to advertise the validity of Japanese policy. Japanese top executives, practical interest groups on international trade, are trying to justify their position by direct contact with the US policy makers. The third one is political lobby. Japan is very careful about this political lobby. It is doing its best not to give impression that Japan is trying to shape the US policy making. It is collecting a vast amount of information to make a correct judgment on situation. It is not tilted toward one political party or the other, and is rather developing a long-term network of people who understand and support the Japanese policy. The following implications were drawn from the experience of Japan. First, the Korean government should develop a long-term plan and execute it to improve the Korean image perceived by American people. Second, the Korean government should begin public relation activities toward the US elite group. It is inevitable to make an effort to advertise Korea to this elite group because this group leads public opinion in the USA. Third, the Korean government needs the development of a relevant policy to elevate the positive atmosphere for advertising toward the US. For example, we need information about to whom and how to about lobbying activities, personnel network who immediately respond to wrong articles about Korea in the US press, and lastly the most recent data bank of Korean support group inside the USA. Fourth, the Korean government should create an atmosphere to facilitate the advertising toward the US. Examples include provision of incentives in tax on the expenses for the advertising toward the US and provision of rewards to those who significantly contribute to the advertising activities. Fifth, the Korean government should perform the role of a bridge between Korean and the US business people. Sixth, the government should promptly analyze the policy of IT industry, a strategic area, and timely distribute information to industries in Korea. Since the Korean government is the only institution that has formal contact with the US government, it is highly likely to provide information of a high quality. The followings are some implications for business institutions. First, Korean business organization should carefully analyze and observe the business policy and managerial conditions of US companies. It is very important to do so because all the trade frictions arise at the business level. Second, it is also very important that the top management of Korean firms contact the opinion leaders of the US. Third, it is critically needed that Korean business people sent to the USA do their part for PR activities. Fourth, it is very important to advertise to American employees in Korean companies. If we cannot convince our American employees, it would be a lot harder to convince regular American. Therefore, it is very important to make the American employees the support group for Korean ways. Fifth, it should try to get much information as early as possible about the US firms policy in the IT area. It should give an enormous effort on early collection of information because by doing so it has more time to respond. Sixth, it should research on the PR cases of foreign enterprise or non-American companies inside the USA. The research needs to identify the success factors and the failure factors. Finally, the business firm will get more valuable information if it analyzes and responds to, according to each medium.

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서울시 보건소 모성실 운영실태에 관한 현장 연구 (A Field Study on Managing System of Maternity Clinic at Public Health Centers in Seoul)

  • 정연강;권영미;김희영
    • 지역사회간호학회지
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    • 제6권2호
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    • pp.259-274
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    • 1995
  • The study is to grasp the problems related to operation of Maternity clinic of public health centers in seoul and needs for public health of community in relation to consumers and providers in order to improve efficiency of community public health for mothers and children. Four pregnancy woman, who receive medical care at the maternity clinic of M public health centers in seoul and understand the purpose of this study, and one nurse who works at the were the objects of this field study. Participating observation and intensive interviews were conducted to collect data. All of them were performed as necessary from time to time since December, 1994, and not during a specific period. Through an data analysis in the order of sector analysis and classification analysis, the data were classified into specific patterns and the results are the following; 1. All of the subjects were using both private hospitals and public clinics, but managing activities prior to delivery were not carried out in accordence with theories for those activities. 2. The subjects showed two types of response to utilizing maternity clinic. they answered that the advantages of the clinic were 'short waiting time for medical treatment', 'medical treatment by female doctors' and 'economical benefit.' Meanwhile, they gave negative response to the problems of 'non-implementation of delivery' 'uncleanness and insufficient facilities', 'limited time of treatment', 'lack of expertise' and 'want of public health education for materity.' 3. Problems related to operation of maternity clinic were 'lack of experts', 'irrational facility structure' and 'absolutely lack budget'. In terms of the status of managing the subjects, 'programs only aimed at attaining the central-government-assigned objects' and 'limited management before and after delivery by non-implementing delivery' were pointed out to be problems. Regarding public health education before delivery and PR relations, 'superficial public health education for maternity' and 'absence of PR programs' were named. In planning and evaluation, 'absence of autonomous planning and evaluation by the clinic itself' was a major problem in operating the clinic. 4. 'Substantial health education and PR', 'supplementation of facilities and eqipment', 'development' and supply of demanded service by the subjects', 'implementation of autonomous programs', and 'reinforcement of supplementary education' were presented as alternatives for efficient opration of maternity clinics.

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