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영상 미디어의 정치 담론 구성에 관한 연구 : YTN '돌발영상'의 서사 전략을 중심으로
| 2007.02.23
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기타
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(전북대학교)
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The news media play an increasingly powerful role in the process of constructing political reality. The narrative frame is the basic organization of the structural components used in the news story. Every narrative has its own strategies representing the news story. This study analyzes Korean political reality and political discourse constructed by YTN Dolbalyongsang with using narrative analysis method. In order to understand how YTN Dolbalyongsang represents Korean legislature, Political party, Politician, administration, justice, civil organization, and the press, this study analyzes 478 Dolbalyongsang contents especially focusing on narrative strategies. As a result, this study finds two narrative strategies : media carnival strategy and giving the surveillance power to audience strategy. Media carnival strategy has three sub-strategies : subversion of authority, making a caricature and parody, using abusive language. Reverse-panopticon has two sub-strategies : reverse-surveillance, disclosing pseudo-event Using those narrative strategies, YTN Dolbalyongsang contents represent Korean political reality as having three characteristics. They depict legislature, political party, politician as main actors on Korean politics.
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스포츠미디어의 보도형태와 수용자 인식에 관한 연구
| 2007.08.21
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광고와 커뮤니케이션
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(전북대학교)
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The purpose of the study was to examine how audience recognize different domestic and international sports news reports depending on the media press forms. This paper raised the following questions: 1. What differences exist among press forms in reporting domestic and international sports news? 2. What differences exist among news frames regarding domestic and international sports? 3. What differences exist among thematic frames regarding domestic and international sports? 4. How does an audience recognize the sports news frame? This study used content analysis and questionnaire surveys simultaneously. The content analysis consisted of quantitative and qualitative analysis. On the other hand, the questionnaire was made up of `news frames`, `the effect of news frames`, `the evaluation of the news frames`, `the patterns of using sports media`, and `population statistical variables`. The objects of the study were the `2006 K-league playoffs` and the `2006 world cup Germany`, where the former represented a domestic sports event and the latter an international sports event. The sports news frames used for measurement were KBS and SBS sports broadcasts as well as the sports news articles of such newspapers as Daily Sports, Sports World/ Chosun, and Hangyeolae.
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브랜드 충성도에 대한 자아입증성과 자아향상성의 역할
| 2007.02.22
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기타
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(전북대학교)
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Consumers construct their self-images through brand association, connect the self-images with a particular brand in communicating with others, build their self concepts, and create personal identification. In addition, as the usage of a brand plays a symbolic role reflecting family, community, cultural group, etc. and makes consumers contribute to social goal because it helps consumers express the relation and suitability with social group they belong to. As the association of brand usage is connected with the spiritual symbol of the self, it makes consumers choose a brand representing and creating self-identification. That is, consumers fulfill their desire with using a brand which improves self-verification and self-enhancement, and check how they are associated by others in case they consume a particular brand to communicate themselves with others.
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기업특성에 따른 코스닥기업의 가치평가에 관한 연구 : 연구개발비와 광고선전비를 중심으로
| 2007.02.22
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광고와 마케팅
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(전북대학교)
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This study is to investigate the effects of intangible assets such as research & development and advertisement on firm values of normal business and venture business listed in the KOSDAQ market, and to examine the information effects of intangible assets on the normal business and venture business. Because the linear model of Fe1tham-Ohlson(1995) has a limitation to evaluate growth firms, we apply the analytical model of Hand(2000a) derived from the log linear model of Ye-Finn(1999) to measure the information effects of intangible assets. We have assumed that expenditure of intangible assets affects firm values positively, and gives different influence on the two businesses, normal business and venture businesses respectively. The sample data for the empirical analyses consist of annual earnings data of firms listed on KOSDAQ market from 1999 to 2003 year, and comprises 1,827 firm-year samples.
