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1 미래부정책홍보이슈관리방안연구 A study for the proposal on the policy public relations issue management of the Ministry of Science, ICT and Future Planning 연구기관 : 한국온라인광고협회

5 요약문 ⅸ 제 1 장서론 제 2 장본론 v -

6 제 3 장결론및시사점 참고문헌 - vi -

7 < 표 1-1> 빅데이터, SNS 시장규모 < 표 1-2> 과제추진체계 - vii -

8 [ 그림 1-1] 전세계 SNS 이용자수및 SNS 이용율 [ 그림 1-2] 빅데이터, SNS 시장규모 [ 그림 1-3] 연구목표및추진과제 [ 그림 1-4] 주간정책분석시스템 [ 그림 1-5] 보도자료모니터링및분석개요도 [ 그림 1-6] SNS 게시글모니터링및분석개요도 [ 그림 1-7] 토론게시판모니터링및분석개요도 [ 그림 1-8] 언론기사모니터링예시 ( 선관위사례 ) - viii -

9 (A study for the proposal on the policy public relations issue management of the Ministry of Science, ICT and Future Planning),.,.,,.,., SNS ( ),.,,,. 1) - ix -

10 3 大 / /,.. 2), ),, SNS,., ,,.,. 2013,, SNS. - x -

11 ,.,,. SNS. - xi -

13 A study for the proposal on the policy public relations issue management of the ministry of science, ICT and Future Planning) Recent emerge and development of social media services is causing difficulties in terms of publicizing the policy through established media. Publication of press release has its limitation because it is difficult to analyze the responses of publics who are familiar with social media services. Therefore, a system to communicate with public out of classic media and adoption of new kind of bilateral communication method over Twitter and Facebook are needed. This should be a door step to achieve easier policy promotion and quicker public opinion responding system. The purpose of this study is enhancing the connectivity of policy and public relations through systematic public relations issue management on each policies of the ministry of science, ICT and Future Planning. Monitoring weekly media coverage of the ministry of science, ICT and Future Planning and issue analysis, performance analysis on each press releases, weekly contributions and editorials monitoring, policy stakeholder message analysis is included. 1) Weekly issue on the policy of the ministry of science, ICT and Future Planning By utilizing the big data technology, 3 major online media is filtered with the keywords of its institution, head of organization, major policies. Positive and negative responses are analyzed and publicity of the issue and their trend are quantified. - xiii -

14 Hadoop technology is used by using many cheap computers as a super computer by combining them. 2) Weekly performance analysis on each press releases By monitoring the information of weekly press releases, the market trend can be understood and to obtain systematic media information management, 1000 of media channels including main portal sites are monitored. 3) Weekly contributions and editorials monitoring Positive and negative influences of weekly contributions, editorials, SNS postings is analyzed and included inspection on comments or tone of arguments that can cause potential issues. Summarized analysis on weekly media coverage and press releases, weekly policy related issue analysis is carried from 5th week of April to 4th week of November. Big data analysis is used to identify the most clicked and commented issues and quantified publicity and former action plan is suggested. Weekly main issue and the ministry of science, ICT and Future Planning related issue is analyzed through this study and by pursuing former action plans, the study is utilized to set timely strategic public relations plans of the ministry of science, ICT and Future Planning. Moreover, by providing the information of the same period of 2013 to compare, assisted to maintain consistency of the policy. By analyzing SNS responses on the policies of the ministry of science, ICT and Future Planning, public opinion - xiv -

15 relevant policy establishment is obtained. This study contributed to establish public relations strategy by systematic management of weekly main policy and issue. By analyzing the performance of each public releases, provided base of strategic public relations planning and policy promotion planning. Effective communication between the ministry of science, ICT and Future Planning and public will make policies more effective which will benefit society and economy. The study will suggest good example of utilizing big data, SNS analysis, the latest public relations methods for governmental activities. - xv -

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19 연구의필요성 [ 그림 1-1] 전세계 SNS 이용자수및 SNS 이용율 자료 : DMP 코리아 1) 18% PC (,, 1 3, ) - 1 -

20 [ 그림 1-2] 빅데이터, SNS 시장규모 < 전세계빅데이터시장규모추이 > < 국내빅데이터시장규모추이 > < 전세계 1 인당모바일트래픽양 > < 국내 1 인당디지털기기데이터사용량 > 자료 : DMP 코리아 - 2 -

21 [ 표 1-1] 빅데이터, SNS 시장규모 연구목표및주요핵심내용 - 3 -

22 [ 그림 1-3] 연구목표및추진과제 미래부주요주간정책이슈분석. [ 그림 1-4] 주간정책분석시스템 자료 : DMP 코리아 - 4 -

23 주간보도자료대비언론보도실적분석 [ 그림 1-5] 보도자료모니터링및분석개요도 자료 : DMP 코리아 주간기고문및사설등분석 [ 그림 1-6] SNS 게시글모니터링및분석개요도 - 5 -

24 [ 그림 1-7] 토론게시판모니터링및분석개요도 연구추진체계 - 6 -

25 [ 표 1-2] 과제추진체계 - 7 -

26 연구추진방법 [ 그림 1-8] 언론기사모니터링예시 ( 선관위사례 ) - 8 -

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161 DMP TEL: Homepage:

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