학술논문
공익광고 국가 비교연구 / Comparative study on public service advertisement of countries
Document Type
Dissertation/ Thesis
Source
Subject
Language
Korean
Abstract
공익광고는 지속적인 연구를 실시해 온 학문 분야 중 하나지만, 한·중 양국의 공익광고를 비교하는 체계적인 연구는 부족한 실정이다. 본 연구는 2000년~2019년 20년간 한국KCI와 중국CSSCI에 등재된 공익광고 관련연구에 대해 비교연구를 하였다. 한국의 공익광고 관련연구는 DBpia, e-Article, KISS 등 학술 논문 검색 전문사이트에서 ‘공익광고’로 검색한 결과 중 KCI등재, KCI등재후보지 논문으로 제한하였다. 중국의 공익광고 관련연구는 중국지망 검색결과 중 CSSCI등급과 북경대학교 핵심저널지로 제한하였다. 본 연구에서 KCI급 303편, CSSCI급 367편 연구논문을 연구대상으로 설정하였다. 최종적으로 공익광고와 관련이 없는 연구를 제외하여 한국 149편, 중국 183편의 논문을 분석하였다. 한국과 중국 공익광고 관련연구의 연구주제, 연구방법, 분석방법, 연구자 소속, 광고주 등에 대해 내용분석을 실시하였고, 연구의 객관성을 확보하고자 석사학위 이상 광고홍보학 전공자 3명 이상이 코딩에 참여하였다. 코더 간 신뢰도를 측정하기 위해 Krippendorff’s Alpha(Krippendorff, 1980, 2011)를 사용하였다. 한국과 중국의 공익광고 연구의 차이에 따른 특성을 구체적으로 살펴보고자 빈도분석과 카이제곱 검정을 실시하였고 공익광고 연구주제, 연구방법, 분석방법, 연구자 소속 현황 그리고 광고주에 대해 분석하였다. 또한 공익광고 연구의 네트워크 특징을 알아보기 위해 주제어와 저자에 대해 소셜 네트워크 분석을 실시하였다. 본 연구를 진행한 결과, 공익광고의 주제어 있어서 한·중 양국 간에 유의미한 차이를 발견할 수 있었다. 한국과 중국 모두 공익광고의 이론연구가 증가하고 있다는 공통점이 나타났고, 이를 미루어 보았을 때 양국이 공익광고의 중요성에 대한 인식이 점차 높아지고 있다는 것을 알 수 있다. 한국은 중국에 비해 공익광고 이론연구, 청소년/아동보호, 국민건강 등을 주제로 한 공익광고에 관한 연구가 많았다. 중국은 한국에 비해 공공봉사, 국민화합과 사회교육과 관련된 연구가 많은 것으로 나타났다. 한국 공익광고연구는 2인 이상의 공동연구가 많았고, 한 연구자가 공익광고 관련연구를 2편 진행한 경우도 다수였다. 반면, 중국 공익광고의 연구자는 대부분 1인 연구가 많았고, 동일한 연구자가 공익광고 관련연구를 2편 이상 진행한 경우는 많지 않았다. 본 연구는 한·중 양국의 연구현황을 비교하는 연구로서 향후 아시아 3개 대표국가인 한국, 중국 그리고 일본의 비교연구로 확장 실시하는 등 공익광고의 효과를 극대화하는 방안을 탐색하는 데에 기여할 것이라 판단된다.
Public service advertisement is one of the fields that academic circles continuously study, but the systematic study on the comparison of public service advertisement between China and Korea is still insufficient. This study conducted a comparative study on research related to public service advertisement registered in Korea KCI and China CSSCI for 20 years from 2000 to 2019. Research related to public service advertisement in Korea was limited to papers listed in KCI and KCI candidates among the results of searching for “public service advertisement” on academic paper search websites such as DBpia, e-Article, and KISS. Research related to public service advertisement in China was limited to the CSSCI ratings and core journals of Peking University among the search results for China. In this study, 303 KCI-level papers and 367 CSSCI-level research papers were selected as research subjects. They also analyzed 149 articles in Korea and 183 in China, but did not include studies unrelated to public service advertisement. Conducted content analysis on the research topics, research methods, analysis methods, researcher affiliation, and advertisers related to public service advertisement in Korea and China, and 3 or more people with master’s degree or above in advertising and public relations participated in coding work to ensure the objectivity of the research. Krippendorff’s Alpha (Krippendorff, 1980, 2011) was used to measure the reliability between coders. To test the differences between China and Korea in the study of public service advertisement. The frequency analysis and chi-square test were carried out to analyze the research topic, research method, analysis method, researcher affiliation, and advertiser. In addition, this study also conducts a social network analysis of key words and authors to find out the network characteristics of PSA research. By conducting this study, there are significant differences were found between Korea and China in terms of the subject word of public service advertisement. However, Korea and China both have a common point of increasing public service advertisement theory. From this can be seen that both countries are increasingly aware of the importance of public service advertisement. However, compared to China, there were more studies on public service advertisement on the subject of public service advertisement theory, youth/child protection, and public health. And compared to Korea, China has more researches related to public service, national harmony, and social education. In the Korean public service advertisement research, there were many joint types of research with two or more people, and in many cases, one researcher conducted two research related to public service advertisement. On the other hand, Studies involving two or more researchers are rare, and there are few cases of people participating in multiple studies related to public service advertisement. In conclusion, this study is a comparison between China and Korea. If the following research is to compare and analyze the public service advertisement literature of the three representative countries in Asia, namely China, Korea, and Japan, we may find out more about the effect of public service advertisement.
Public service advertisement is one of the fields that academic circles continuously study, but the systematic study on the comparison of public service advertisement between China and Korea is still insufficient. This study conducted a comparative study on research related to public service advertisement registered in Korea KCI and China CSSCI for 20 years from 2000 to 2019. Research related to public service advertisement in Korea was limited to papers listed in KCI and KCI candidates among the results of searching for “public service advertisement” on academic paper search websites such as DBpia, e-Article, and KISS. Research related to public service advertisement in China was limited to the CSSCI ratings and core journals of Peking University among the search results for China. In this study, 303 KCI-level papers and 367 CSSCI-level research papers were selected as research subjects. They also analyzed 149 articles in Korea and 183 in China, but did not include studies unrelated to public service advertisement. Conducted content analysis on the research topics, research methods, analysis methods, researcher affiliation, and advertisers related to public service advertisement in Korea and China, and 3 or more people with master’s degree or above in advertising and public relations participated in coding work to ensure the objectivity of the research. Krippendorff’s Alpha (Krippendorff, 1980, 2011) was used to measure the reliability between coders. To test the differences between China and Korea in the study of public service advertisement. The frequency analysis and chi-square test were carried out to analyze the research topic, research method, analysis method, researcher affiliation, and advertiser. In addition, this study also conducts a social network analysis of key words and authors to find out the network characteristics of PSA research. By conducting this study, there are significant differences were found between Korea and China in terms of the subject word of public service advertisement. However, Korea and China both have a common point of increasing public service advertisement theory. From this can be seen that both countries are increasingly aware of the importance of public service advertisement. However, compared to China, there were more studies on public service advertisement on the subject of public service advertisement theory, youth/child protection, and public health. And compared to Korea, China has more researches related to public service, national harmony, and social education. In the Korean public service advertisement research, there were many joint types of research with two or more people, and in many cases, one researcher conducted two research related to public service advertisement. On the other hand, Studies involving two or more researchers are rare, and there are few cases of people participating in multiple studies related to public service advertisement. In conclusion, this study is a comparison between China and Korea. If the following research is to compare and analyze the public service advertisement literature of the three representative countries in Asia, namely China, Korea, and Japan, we may find out more about the effect of public service advertisement.