i 2009 7, 2012. 2010 () -. 2011.,,, ( ). ( ),. ( ),..
ii (,, ) (weighted summation)., (proxy variable) ( )., (weighting scheme). (media concentration)., (media ownership concentration) (audience share) (media market concentration). (trend).. 2011 12
iii i 1 1 31 1 31 2 (2 0 1 0 ) 32 1. 32 2. 32 3. 34 4. 35 5. 36 3 37 1. 2 0 1 1 37 2. 2 0 1 1 37 2 39 1 39 1. 39 2. 41 3. 44 4. 48 2 49 1. KEK 49 2. FCC 52
iv 3 54 1 54 1. 54 2. 55 3. 56 4. 58 5. ' ' 59 3 63 1. 63 2. 65 4 73 4 75 1 75 2 78 1. 78 2. 79 3 82 1. 82 2. (ABC v. ) 83 3. 88 4. 91 4 92 1. 92 2. 95 3. ( ) 103
v 5 106 5 111 1 111 1. 111 2. 112 2 114 1. 114 2. 116 3. : 118 3 121 1. 121 2. 122 3. 125 4. 133 4 136 6 139 1 ( ) 139 2 140 3 141 4 143 146 1: 147 2: 163
vi < 3-1> 63 < 3-2> 74 < 4-1> 76 < 4-2> 78 < 4-3> / 80 < 4-4> 10,, 84 < 4-5> ( : ) 90 < 4-6> (N=2,300) 90 < 4-7> (: ) 91 < 4-8> 94 < 4-9> 104 < 4-10> TTS 105 < 4-11> 109 < 5-1> 117 < 5-2> 119 < 5-3> 122 < 5-4> (, n=2,300) 125 < 5-5> 1 (, n=2,300) 125 < 5-6> 1 1 126 < 5-7> 1 (, n=2,300) 126
vii < 5-8> (, n=2,300) 127 < 5-9> (, n=2,300) 127 < 5-10> / 128 < 5-11> ( ) 129 < 5-12> / 1 129 < 5-13> 3 130 < 5-14> KEK 132 < 5-15> (, 6 ) 133 < 5-16> (, 6 ) 133 < 5-17> 134 < 6-1> ( ) 139 < 6-2> 141 < 6-3> ( ) 143 < 6-4> ( ) 145
viii [ 2-1] 46 [ 3-1] 60 [ 4-1] 85 [ 4-2] 88 [ 5-1] 111
1 1 1 2009 7 31 2012 2010, () - 2011, () - (1) ( ) - (2) ( ) - (3) ( ) 2 (2010 ) 2010,
2, 1., (1), (2) = ( S W) S : i ( ) W : i 2. ( ) - < 1>: (audience-based),,, < 1-1>: (ex., ) < 1-2>:,
3 - < 2>: (revenue-based), (ex. ), < 1> < 2> < 1> - < 2> ( ) 3., (1), (2), (3) -,, 3 - ( )
4 ( ), -, 2 1 1. ( ), '' -,, -
5 2. 692 ' ', - o, (2012 ), - ( ), ' ' 3. o, -, o,
6, -, o, -, 4. o '', ' ' ' (, ) ' -, o ' ' - ' '
7 2 1. KEK, KEK - (Axel- Springer) (P7S1) 2006 KEK - KEK,, ( ) -, 2. FCC (Designated Market Area, DMA), FCC 2003 7, DMA
8 DMA - FCC (Diversity Index, DI) DMA, 2004 DI FCC DMA DI - DI, DI -, DI,
9 3 1 1. o, (market definition) -, -, / o, o, -
10, - -,, 2. o, -, -, o, 3. o,
11 - (talent providing), (content production), (programming), (channel programming), (content aggregation), (broadcast), (reception devices) o ' ', ' ' -, 3 1. o ' ', o - : - :
12, ' ' o, - : ' ' - : o, -,, () -, o, -,,
13 2. o (IPTV ) - / / (, ) / () / () / IPTV o o o, IPTV o o o,, o,, -
14 4 1 o,,, 2 o - 692,, -,, o, -,,
15 ( ) -, (1 ), -, o, -, 3 1. o (ABC) - ABC 2010, 2011 o
16, -,, (proxy indicator) o, (1) (2) ABC 2. o,, -,,,, o ABC, ABC, -,
17 o, o, (1), (2) -, (1), (2), 3. o, - ( ) -,, o, - 2011 10 (N=2,300),
18 -, (50 ), o, 2 (1 : 1.3, 10 : 1.7 ) -, -, 4 o, - 1. o,,, () -
19 o (2010), o 2. o o -, - 2,, o,, -, o,
20 3. o (PV), (UV), 1 (DT), (TTS) o TTS - TTS (UV) 1 (DT) - -, TTS UV DT 5 o,,, ( ) : : ABC : (Total Time Spent, TTS) TTS= (UV) (DT) o,, TTS
21 - ( ) -, ( ), - TTS, () 5 1 o o, TV,,, (weighting scheme) o,
22 -,,,,,,, (media attributes) 2 1. o (approaches) - - ( ) - o, ( ), 2. o,
23 -, o,, ( ) < >
24 3 1. o 2011 10 18 2,300, o,, - : (TV ), (, ), ( ), ( ), /(1 ), (, ) - 1 ( ), -, 1 ( 1 ) - 1 ( ) / ( ) - ( ) - ( ) o (10 ) - 4,
25 4 ( - - - ) - 10 :,,,,,,,,, o (6 ) ( ) - 6, 2. o < > - < > < > TV () 1 0.29 0.34 0.61 0.01 0.34 ( 1) 1 0.39 0.44 0.70 0.04 0.38 1 ( 1 ) < > 1 0.22 0.10 0.45 0.01 0.16 + 1 0.16 0.35 0.64 0.01 0.20 < )> () 1 0.23 0.30 0.58 0.01 0.31
26 (1) () < > () (1) () < > TV 1 0.35 0.39 0.64 0.05 0.34 1 0.42 0.45 0.67 0.09 0.35 1 0.23 0.27 0.55 0.01 0.29 1 0.32 0.35 0.63 0.03 0.32 1 0.42 0.40 0.64 0.08 0.33 (DI) 1 0.24 0.41 0.62 0.02 0.26 KEK 1 0.59 0.60 0.76 0.34 0.65 o, 1, ( ), KEK - 1 o, 0.2~0.4
27, 4 ( ) o (, ) ( ) 1 : ( ) o -, ( ), / ( ), o 1 - TV ( ) (specialization) ( ) -,
28 - (framework) o 1 - : (, 1) - - : (3 ) (6 ) 2 : + (, ) o - ( ) ( ) ( ) o 2 - - ( ) ( - )
29 o 2 - -, '
1 31 1 1 2009 7 31 (30%) ( 692), ( 354 1 ) -, 2012 ( 354 32, 35 4 4 ) 2010 3 31,, 2010, - - 2010,, 2011, () - ( ) ( ),
32 -, 2 (2010 ) 2010,, 1. -,, 2., (1), (2)
1 33 1-1 = ( S W) S : i ( ) W : i (1) (proxy), (2), (3) - ( ) (proxy variable) (share) (S ), ( S ) - (weighted share) ( S W ) - ( ( S W) ),
34 3. ( ) - < 1>: (audience-based),,, < 1-1>: (ex., ) < 1-2>:, - < 2>: (revenue-based), (ex. ), < 1> < 2> < 1> - < 2> ( ) -,,
1 35 < 1> (<1-1>) (<1-2>) - < 1-1>, - < 1-2>,, 4., ( ) - < 1>: (mix of media attributes), (,,, ) - < 2>: (media dependency), < 2-1>: (media dependency),
36 < 2-2>: ' ' ( ),, - ( ) 5., (- ) - 6 (,,,,, ),,, - (), DMB (App.) (),
1 37 -, (1), (2) ( ), (3) 3 1. 2011 2010 2011 ( ) - 2011,, ( ) 2. 2011 - (1) ( ) - (2) ( ) - (3) ( )
38, ( ) - - ( ) ( ), ( ) - (,, ) ( ) - (, ) ( ),, -,
2 39 2 1 1., ( ), (- - ), ( ) - - ' ',,,, ' ' - ' ' ( 354 1 ),
40 ( 354 32 ) ( ), '' -, ' '(the effect of media concentration),, -, -,,
2 41, 2.,, 30% ( 692 1 ),,, ( 692 5 ) -, ( 692 2 ) -,, ( ) (audience-based) ( 354 1~5 ) 2012 ( 354 32 ),,
42,, 692 ' ', -,, ' ' - ( ), - -,,, (2012 ), - ( ), '
2 43 ' - - ' ' ',' ' ' ' ',,,, - 1, ( ), -, ( ) - ( ) -
44 ( ), -, 1 1/3 -, ( ) 3., (content) -, -,
2 45 -,, -, (proxy indicator), -,, -,
46, (Napoli, 1999) (ownership diversity), (content diversity) (exposure diversity) -, [ 2-1] [ 2-1],,,,, ( )
2 47 - (A) (B) -, (A) ( ), ( ), ( ), (B) ( ) ( ) - (A) (B),,,,, - - -,,,, -,
48 -,,, -,, ' ' -,, -, 4. '', ' ' ' (, ) ' -,
2 49,,,, ' ', -,,,, (mobile medium) -, - ' ' 2 1. KEK 1) 16 1) KEK 지수에대한자세한사항은본연구의선행연구인김남두 (2010) 를참조할것
50 30%, (media-relevant related markets) - ( 26 ), 30%, 25%, 30% -, ( ) 30% - KEK, KEK(Kommission zur Ermittlung der Konzentration im Medienbereich) - KEK,
2 51 - (Axel-Springer) (P7S1) 2006 KEK, (Bertelsmann) RTL n- (, 2010) 2006 KEK (Breitenwirkung), (Suggestivkraft) (Aktualitaet), - 2/3, 1/2, 1/2, 1/7, 1/10 - KEK P7S1, 30% P7S1 KEK (,, ) -, KEK, - KEK,,
52 ( ) -, 2. FCC 2) (Designated Market Area, DMA), 2000 FCC ( DMA - ) - FCC 2003 7, DMA DMA FCC (Diversity Index, DI) DMA -, (The Third Circuit of Appeals) 2004 6 DI FCC (Prometheus Radio Project v. FCC, 2004), FCC DI 2) FCC 의 DI 개발사례에자세한사항은본연구의선행연구인김남두 (2010) 를참조할것
2 53 DMA DI - DMA DI, DI FCC DI - (voice), ( ) -, DI ( ),, DI -, DI,
54 3 1 1. -, (base) -,,,, ' ', -,
3 55 2., (market definition), (substitution relationship) (, 2010, p.8) -, /,, ( ) / - (), (sources) -, /
56,, -, - -,, 3. - : - : ( ) - : ( ) - : -
3 57, -, -,,,, -, (,, ) -,
58 4.,, ' ' ' ' - - (value chain) -, 1995-2002, 2008
3 59, - (talent providing), (content production), (programming), (channel programming), (content aggregation), (broadcast), (reception devices) -,,,, (), ' ' ' ' -, 5. ' '
60, - [ 3-2] (the media matrix) [ 3-1] :,, [ 3-2] ' ' ' ' - ' ', ( ),, (IPTV),,, SKT, CJ - ' ',,,,,,,
3 61 ' ' -,,,, -, -, -,, ' ' ' ' - (,, ), (newspaper titles), - - (, ),,
62, -, (KT, SK ), (, ) (, ), (, ' ' ), (SNS) (, ), - ' ' -,, (Google) (Naver) ' ' -,. ( ) ( ), -.,,,
3 63, - ' ' ' '. 3 1. 2, - ' ', - < 3-1> - : - : (TV programming content) - : - () : -,
64 - : - :, ' ',,,, -,,,, ' ', - : ' ' - :,, -,
3 65, (, DMB ) -,, ( ) 2., (, ), -,, ( ), ( ), ( IPTV PP), ( DMB ) ' ', -
66, ' '(, ), ( DMB, DMB, DMB ) ( 70 1 ) ( 70 2 ), -, (,, ) -, DMB - DMB,, DMB DMB ( )
3 67 ( 2 1 ~),, - -, ( 2 3 ) (10 ),, - -, ( ) ( ),, ( 2 1~3 ),,
68 - ' ', ( ),,, ( 2 1 ~), ( ) ( ) -, -,,,, 1 ( 2 2 ) ( 2 1 ~) - 1 '' ' ' ( ), (e.g.,, 2011;, 2010),,,,
3 69, -, ( ) ( ) 1 ( 2 1 ) -,,, (e.g.,, 2011) -, (,, )
70, ( ) -,, - - ~ (,, ),,, ( 2 3,4,6 ),, (
3 71 2 2 ) -,,,,,,, ( 2 5 ) - - 2 ([ 3-2] ),,,,,, -, -,,,, (random bias)
72 (systematic bias),, ( ~ ), -,, -,, ( 32 ),
3 73 4, - : - :, ' ' - : ' ' - : < 3-2>
74 < 3-2> o (IPTV ) - / / (, ) / () / () / IPTV o o o, IPTV o o o,,,, - -,
4 75 4 1 - -,,,, - - (proxy) -
76 -, -, - - < 4-1> < 4-1> O, O X - - DMB X - - TV ( 11)
4 77 IPTV O ( ) O O ABC (= ) ABC (PV) (UV) (DT) O O O (-, ) o < 4-1>,, - (< 4-2>),, o, -,
78 < 4-2> o,,,, ( ) 2 1. 692,, 30% -
4 79,,,, 2. / ' -,,, -,,,,
80 ( ) 3) -,, (= ), (=), - (1 ) ( 1 ), (1 ) -, (1 ) (1 ) < 4-3> / 18:01 18:02 18:03 18:04 18:05 1 KBS1 KBS1 MBC MBC 2 SBS SBS KBS1 KBS1 KBS1 3 MBC SBS SBS 4 KBS2 KBS2 KBS1 KBS1 5 KBS1 MBC MBC MBC - KBS1 : ( KBS1 ) 100 = 8/25 100 = 24% - KBS1 : ( KBS1 ) 100 = 8/20 100 = 40% 3) 방송법은특정방송채널의시청측정대상을 시청자의시청시간 으로표현하나, 이는단수와복수의구별이불분명한우리말의특성을반영한것이며, 실제시청점유율산출과정에서는특정방송채널에대한 시청자 1 인의평균시청시간 이아니라해당방송채널에대한 시청자들각각의시청시간합산 에근거한자료를이용함
4 81, < 4-3> 5 5, (1 1 ), - (1 ), =, (., ), -,,,, - (1 ), -,
82 -, 3 1. ( ),, - 2010 12 ABC (), 2011-2011 5, ( ),,, - 2009-2010 10, -,,
4 83 (proxy indicator), ABC 2. (ABC v. ) - (, ) - ABC ( ). - :,,, - :, (, ), -,
84, /, - 2010 (N=5,000) 10, 3 (95%, ±1.4%), (< 4-4> ) < 4-4> 10, 4), 5) ( ) (5,000) (1,448) (1,656) 10.0 34.4 30.0 6.6 22.8 20.0 5.2 18.0 15.8 1.5 5.1 4.4 1.1 3.9 3.4 1.0 3.4 3.0 0.7 2.3 2.0 0.7 2.3 2.0 0.5 1.8 1.6 0.5 1.7 1.5 :, 2010 - (N=10,000) 2010, (±0.98%, 95% ), 3 4) 구독자전체를 100 으로보았을때각신문의비율 5) 구독한다고응답한신문전체를 100 으로놓았을때각신문의비율
4 85 ([ 4-1] ) [ 4-1] :, 2010, /, -, (ex., ) (ex. C3~10 ). ABC, 2010 (12 ) 2011 (1 ) ABC
86 ABC (=) (141, 2009 ), 2011 11 12 ABC, -, ( ) - ( ABC ), - ABC 6), ABC, -, -,,,,, ABC -, 2009 1, 6) 2009 년말현재문화체육관광부에등록된일간신문은 656 개 ( 일반일간신문은 237 개 ) 이나, 한국 ABC 협회가공개한 2009 년 1/4 분기의일간신문미인증유료부수현황을보면 19 위이하의일간신문은점유율이 1% 미만에불과함
4 87, 70% 7) ABC -,, -, ( ) ( ), -,, -, 2010, 3 (,, ), (,, 31.6%, 24.3%, 17.1%, [ 4-2]) (,, 33.2%, 23.7%, 18.7%, [ 4-1]) 7) 조선일보의 2009 년유료부수 1,427,993 부 ( 가구 : 1,056,207 부, 영업장 : 352,583 부, 가판 19,203 부 )/ 중앙일보의 2009 년유료부수 1,111,067 부 ( 가구 : 863,141 부, 영업장 : 232,215 부, 가판 15,711 부 )
88 8) [ 4-2] :, 2010 3.,, ABC, -,, - = 8) 1 일열독여부에비해주간열독여부의경우, 가정내에서구독하지않는신문에접근할기회가더욱높으리라는점을고려할때, 가정에서구독하지않는신문을열독하는이용자수는매우적으리라추측됨
4 89, (),,,, /,, - (time-bound), 9) -, ( ) - 2010 1 169.4 1 26.1 (< 4-5> ) 9) 이러한맥락에서, 새로발행된일간신문의모든내용을읽는것은방송채널의 1 일편성프로그램모두를시청하는것에비견할수있으나, 후자와달리전자에소요되는평균시간이얼마인지는개념화및측정이쉽지않음
90 < 4-5> ( : ) ( ) ( ) 16.1 168.7 29.0 5.4 69.2 13.0 26.1 169.4 59.7 14.2 96.3 41.5 10) 61.5 99.6 48.6 37.8 71.9 31.3 (%) :, 2010, 16 18 2,300, ( 5 3 ) < 4-6> (N=2,300) % (250) 10.9 (176) 7.7 (120) 5.2 (48) 2.1 (36) 1.6 (29) 1.3 (17) 0.7 (13) 0.6 (121) 5.3 (1574) 68.4 (2300) 100.0 10) 이용자비율은 5,000 명중해당미디어를지난 1 년동안전혀이용하지않은응답자를제외한비율임. 단, 평일과주말을구분하지않았음
4 91 < 4-7> (: ) 1 * 29.8 28.6 29.5 25.0 27.4 23.5 25.7 29.2 10 ** 31.8 30.5 32.2 28.1 30.7 28.8 27.5 30.8 * 10, ** 10 o, (2,300 ) 5% o, 2 (1 : 1.3, 10 : 1.7 ) -, 보기어려움, 4. ( ) ABC ( ),
92 -, - ABC,, ABC 4, - - 1.,, ITU, -,,, ()
4 93 -, seamless, - -,, -, -, - (2010), ( 4-8 ) - 40% - ( ),
94 < 4-8> (2010.11, 50 )
4 95 : (2010). 2.. -
96-2 (-, ) - - : 2011 10 7, 9-2, - - (toolbar) ( ) - - - 2 (- ) - 2 : 2 2 - - (2011 10 24 )
4 97 - - - - - - - - -. - : : 7 65 : 2005 :,, 2010 : 10,000 : (6 3-27 ) : : CATI : 1 (,, - ) 2 ( )
98 - : 7-65 :,,, ( 2 ) ID PC : PC PC : 6 59 ( ) 1 ( PC 2 2 ) - 18,000 4 1 12,000 15,000 15,000 ( 1 ) -,,, (, ) Random Sampling 6 MMS, :,,, Random Sampling : ( ) :,,
4 99-4 1 (, ) 25% (PC, ) 4, - - 7 3225-36 - 3500 -, -,, - - - -
100-25%. (Log Tracking Software) - i-track : PC, Browser, URL, PC 4 'PcMeter :, URL, : - PC ID ID 1 - ( ) ID ( 1 1 )
4 101 - PC, ( ) (PC, ), - Microsoft Windows (Mac ) Internet Explorer, Safari, Firefox, Chrome Microsoft Windows (Mac ) Internet Explorer (Ver 6, 7, 8 ) / - (Active) / /. - - - Windows OS -, MS explore - -, Request complete
102 - -, -, -, IP -, - ID - - (PV) 1 (DT), (UV). - :,, MS OS,
4 103 3. ( )., (proxy) -, ( ) -, ( ) (, ) ( ) -, -,,., (PV), (UV), 1 (DT), (TTS)
104 < 4-9> (Unique Visitor: UV) (Page View, PV) (Duration Time, DT) (Total Time Spent, TTS) : (2010). 1 ( ) ( ) ( x 1 ) UV 1 1 -, UV 1990 2000 -, UV - PV -, - DT,
4 105 -,, - UV TTS UV DT - DT - - TTS, TTS - UV, DT, TTS (UV DT) - TTS < 4-10> TTS TTS TTS
106 ( ) - (, ) -,, TTS 5 - - - - 692 -
4 107 -, ABC -, ABC,,,, -, 3 (,, ) ABC, - ABC
108 -, ABC,,, ABC - - -, -, (TTS) - TTS UV() DT()
4 109 -, TTS UV DT o,,, < 4-11> TTS AGB TNmS ABC -,, -,
110 -,
5 111 5 1 1. o (, ) (S) 11) - (W), - = {( Si) ( Wj)} [ 5-1] 11) 가중치는특정매체유형내개별매체가아니라매체유형혹은매체영역에대하여적용되는개념이므로, 본장에서사용되는 매체 는특별한단서가없는한 매체유형 혹은 매체영역 을축약한표현임 ( 매체이용량 / 선호도 / 의존도 / 신뢰도등 )
112 o [ 5-1],, o -, TV 10%, 20% 1 1 30%, 20% TV % - TV TV, 2. o, TV,,, (weighting scheme) -,,,,,,, (media attributes) o ( 2 )
5 113 - FCC (DI): ( ) - KEK:,, ( ) o DI,, KEK,, o, -, -,
114 2 1. o (approaches) - - ( ) - o, (, 1 ) - () =, (S), - (), (S) (W)
5 115 o /, ~? - () FCC DI, - () /,, o,,, - (),, - (), o, ( ),
116 2. o, -, o < 5-1> -, 1 ( FCC DI ),, ( 1 ) -, KEK,, o,, ( )
5 117 < 5-1> o (, /, ), - 1 ( FCC DI ) - - (, 1 ) /
118 - ( TV- ) -,, ( KEK, 2 2 ) - 3. : o,, (information processing theory) o (McGuire, 1973) (framework) - (matrix), (attention) (comprehension) (reception),,,,, (context) o, (input factors),
5 119 ----- (output) (< 5-2> ) -,, < 5-2> (presentation) (attention) (comprehension) (yielding) (retention) (behavior) o (input) (output) - (exposure), -, (---) o (Petty, Priester & Brinol, 2002)
120 - -, -,,, o (full model), ( ) -,, o ( ), - ----, -,,, o,,
5 121 -, (---) ( ), (parsimony) 3 1. o 2,,, -, o 2011 8 29 17 -, 45 15-15 4 (Likert)
122 o 10 -, 10 (),,, < 5-3> < 5-3>,, ~ ~~ ~~ ~~ ~~ ~~ ~~ ~~ ~~ ~~ 2. o 2011 10 18 2,300, -,
5 123-2,300, TV,, (diary), 4 3 ( ) o - : - : - : 18 2,300 - : 2011 10 6 ~ 29 - : ) - : - : ± 2.1% (95% ) o,, - : (TV ), (, ), ( ), ( ), /(1 ), (, )
124-1 ( ), -, 1 ( 1 ) - 1 ( ) 1 FCC DI / ( ) - ( ) - ( ) o (10 ) - 6, 4 ( - - - ) - 10 :,,,,,,,,, - :,, (,, ) o (6 ) ( ) - 6, - (6 ) :,,,,, - (6 ) :,,,,,
5 125 3. o 1 < 5-4> (, n=2,300) TV () () (%) 93.0 26.6 31.3 56.5 1.0 31.7 TV 1 0.29 0.34 0.61 0.01 0.34 < 5-5> 1 (, n=2,300) TV () () (%) 98.7 38.8 43.6 68.8 4.4 37.1 TV 1 0.39 0.44 0.70 0.04 0.38 o, 1, - 1,, TV 0.1 o 1 1
126 < 5-6> 1 1 TV () () 6.29 1.74 2.14 3.74 0.09 2.37 ( ) ( ) TV () 163.61 90.63 36.33 106.22 34.85 67.78 161.55 35.19 15.84 73.06 1.55 25.17 1 0.22 0.10 0.45 0.01 0.16 :,, TV (n=2,300) o 1,, - o, 1 ( ) FCC DI < 5-7> 1 (, n=2,300) TV () () / (%) 93.7 22.7 38.0 58.0 2.2 24.5 27.5 TV 1 0.24 0.41 0.62 0.02 0.26 0.29
5 127 o - (1 ), (0.44 0.41), (0.39 0.24),, o (TV- ) -, < 5-8> (, n=2,300) TV () () (%) 88.8 15.4 30.4 54.9 1.2 18.2 < 5-9> (, n=2,300) TV () () (%) 79.5 11.2 28.3 52.7 0.9 15.6
128 o. TV < 5-10> / TV () () (%) 84.2 13.3 29.4 53.8 1.1 16.9 TV 1 0.16 0.35 0.64 0.01 0.20. o ( 10 ) -, 6 ( ) - --- 0,1,2,3, 10 - ( = ) 10 < 2>
5 129 o < 5-11> 6,, ( ), TV < 5-11> ( ) TV () 49.6% (1,141) () 14.4% (323) 99% 51.3% 69.8% 37.7% () (2,277) (1,180) (1,606) (866) 2.23 1.84 2.01 2.14 1.48 2.05 2.21 0.94 1,00 1.49 0.21 0.77 TV 1 0.42 0.45 0.67 0.09 0.35 o, 1 -, 1 TV < 5-12> < 5-12> / 1 TV TV () (1) () () 1 0.23 0.30 0.58 0.01 0.31 1 0.35 0.39 0.64 0.05 0.34
130. o 10,,, / 3 - ( 1 ), (,, 3 ), / ( 6 ) 3 6 -, < >,,, 1, ( TV ) < 5-13> 3 TV TV ( ) () (1) () () () 1 0.81 0.80 0.90 0.60 0.86 1 0.23 0.27 0.55 0.01 0.29 1 0.32 0.35 0.63 0.03 0.32 1 0.42 0.40 0.64 0.08 0.33 o, (variance)
5 131 (Principal Component Analysis), (,,,, ), / ( 4 ) - 3 < 5-13>. KEK o KEK ( ), (, 2010) - KEK, KEK - ( ),,, o KEK, - KEK (TV 1/2, 1/2, 1/2),,
132 < 5-14> KEK o TV - () 1 0.29 0.34 0.61 0.01 0.34-1 0.88 0.95 0.95 0.71 1.18 ( ) 1 0.26 0.32 0.58 0.01 0.40 o - 1 0.81 0.46 0.77 0.39 0.77 o - 1 0.69 1.01 0.93 0.63 0.78 [( + + )/3] 1 0.59 0.60 0.76 0.34 0.65. o, 6 -, (6 ), TV=1
5 133 < 5-15> (, 6 ) TV 81.6 17.4 24.0 51.7 1.9 19.4 TV 1 0.21 0.29 0.63 0.02 0.24 < 5-16> (, 6 ) TV 81.5 16.4 22.0 48.9 1.8 18.6 TV 1 0.20 0.27 0.60 0.02 0.23 o, - ( ) - < 2> 4. o < 5-17> - o,, TV 0.35~0.45, 0.55~0.65
134 < 5-17> < > TV () 1 0.29 0.34 0.61 0.01 0.34 ( 1) 1 0.39 0.44 0.70 0.04 0.38 1 ( 1 ) < > 1 0.22 0.10 0.45 0.01 0.16 + 1 0.16 0.35 0.64 0.01 0.20 < )> () (1) () < > () (1) () < > 1 0.23 0.30 0.58 0.01 0.31 1 0.35 0.39 0.64 0.05 0.34 1 0.42 0.45 0.67 0.09 0.35 1 0.23 0.27 0.55 0.01 0.29 1 0.32 0.35 0.63 0.03 0.32 1 0.42 0.40 0.64 0.08 0.33 (DI) 1 0.24 0.41 0.62 0.02 0.26 KEK 1 0.59 0.60 0.76 0.34 0.65 o, 1, ( )
5 135, KEK - 1 o, 0.2~0.4, - -, o,, ( ) o -, (10 ) (3 ) ( 1 ),
136,, / 1~2 ( ) o, -, ( ) 4 ( ) o (, ) ( ) 1 : ( ) o -, ( ), / ( ),
5 137 o 1 - TV ( ) (specialization) ( ) -, - (framework) o 1 - : (, 1) - - : (3 ) (6 ) 2 : (, ) o - ( ),
138 ( ), ( ) o 2 - - ( ) ( - ) o 2 - -, '
6 139 6 1 ( ) (, ) ( ) < 6-1> ( ) = ( S W) S : i ( ) W : i - - TV -
140 2,, - TV TV - : - : - : ( ) - : TV-, - : - :, ' ',
6 141 < 6-2> o (IPTV ) - / / (, ) / () / () / IPTV o o o, IPTV o o o,, < 6-2>, - (, ) 3, -
142 - ( ) -, -,, ( ) - : ( ) - : ABC ( 11. 10 ), 2, - : (TTS: Total Time Spent) TTS = (UV) 1 (DT) -,, -,
6 143 < 6-3> ( ) TTS AGB TNmS ABC -, ( ) 4 TV, - - ( ) -
144, ( ),, ( ) ( ), ( ) (, ), 1 : ( ) o -, ( ), / ( ), o (,, / )
6 145-10 ( ) < 6-4> 10 3 - < 6-4> ( ) 1. 2. 3. /,,,,,,, 2 : o ( ), ( ), - ( 1 ) - o - ( ), ( ), ( )
146 (2010), -. 10-55,. (2010),.. 2010. (2010),. [ ]., 2011.2. pp.293-298. (2010), -. 2010-03,. (2010), 2010. (2010), 2010 : 15. 2010-03. McGuire, W. J. (1973), The yin and yang of progress in social psychology: Seven koan. Journal of Personality and Social Psychology, 26, 446-456. Napoli, P.(1999), Deconstructing the diversity principle. Journal of Communication 49(4), 7-34. Petty, R. E., Priester, J. R., & Briñol, P.(2002), Mass media attitude change: Implications of the Elaboration likelihood model of persuasion. In J. Byant & D. Zillmann, (Eds.), Media Effects: Advances in Theory and Research (2nd ed., pp. 155-199). Hillsdale, NJ: Erlbaum.
1: 147 1 :
148
1: 149
150
1: 151
152
1: 153
154
1: 155
156
1: 157
158
1: 159
160
1: 161
162
2: 163 2: o (n=2,300) (n=2,277, 99%) 1),, 2) 100 12) 13) 41.3 47.4 10.1 1.1 2.27 75.67 46.6 41.1 11.6 0.7 2.31 77.00 3) 30.0 50.4 18.4 1.2 2.07 69.00 4) 32.0 54.2 13.0 0.9 2.15 71.67 5) 48.0 43.8 7.7 0.4 2.37 79.00 6) 7) 8) 42.9 48.8 7.6 0.7 2.31 77.00 39.9 47.0 12.1 0.9 2.24 74.67 33.5 42.0 22.1 2.5 2.04 68.00 9) 36.8 45.4 15.0 2.9 2.14 71.33 10) 44.0 50.1 5.1 0.7 2.35 78.33 2.23 74.33 12) 점수화방식은 매우 =3 점, 조금 =2 점, 별로 =1 점, 전혀 =0 점 으로처리하여계산 13) 100 점기준은매우 : 100 점, 조금 : 66.7 점, 별로 : 33.3 점, 전혀 : 0 점으로환산하여계산
164 (n=1,180, 51.3%) 1),, 2) 100 18.0 54.1 23.8 4.2 0.95 31.67 15.5 37.4 40.5 6.6 0.83 27.67 3) 14.7 40.9 39.2 5.1 0.85 28.33 4) 17.0 54.8 24.7 3.4 0.95 31.67 5) 25.0 48.9 23.4 2.7 1.01 33.67 6) 7) 8) 20.5 49.7 26.3 3.5 0.96 32.00 22.9 44.1 29.3 3.7 0.95 31.67 20.1 44.7 31.8 3.5 0.93 31.00 9) 26.6 45.1 23.4 4.9 0.99 33.00 10) 23.1 54.2 17.4 5.3 1.00 33.33 0.94 31.33
2: 165 (n=1,141, 49.6%) 1),, 2) 100 4.3 26.1 40.5 29.1 0.52 17.33 45.0 47.3 7.2 0.5 1.17 39.00 3) 40.1 47.9 11.8 0.3 1.13 37.67 4) 33.8 55.5 10.3 0.4 1.11 37.00 5) 31.2 51.1 16.8 0.9 1.05 35.00 6) 7) 8) 31.9 52.5 14.3 1.3 1.07 35.67 29.3 47.2 21.6 2.0 1.01 33.67 26.4 43.6 28.5 1.5 0.97 32.33 9) 18.0 49.6 30.0 2.5 0.91 30.33 10) 25.2 57.1 15.8 1.8 1.02 34.00 1.00 33.33
166 (n=1,606, 69.8%, ) 1),, 2) 100 15.5 50.7 29.3 4.5 1.24 41.33 35.1 48.5 14.9 1.5 1.52 50.67 3) 30.1 51.2 17.5 1.2 1.47 49.00 4) 27.1 52.5 19.4 1.1 1.44 48.00 5) 52.6 40.3 6.4 0.7 1.71 57.00 6) 7) 8) 50.7 42.2 6.4 0.7 1.70 56.67 45.0 45.8 8.2 1.1 1.64 54.67 28.5 41.3 28.0 2.2 1.37 45.67 9) 22.6 49.3 25.3 2.7 1.34 44.67 10) 30.9 57.2 10.2 1.6 1.52 50.67 1.49 49.67
2: 167 (n=323, 14.4%) 1),, 2) 100 1.5 19.2 45.8 33.4 0.12 4.00 10.8 36.2 43.0 9.9 0.21 7.00 3) 11.8 43.0 40.6 4.6 0.23 7.67 4) 9.0 49.5 39.9 1.5 0.23 7.67 5) 7.7 31.3 53.9 7.1 0.20 6.67 6) 7) 8) 9.0 41.2 44.9 5.0 0.22 7.33 12.4 42.1 41.2 4.3 0.23 7.67 9.6 34.7 48.3 7.4 0.21 7.00 9) 9.3 34.1 48.9 7.7 0.20 6.67 10) 14.6 43.0 39.0 3.4 0.24 8.00 0.21 7.00
168 (n=866, 37.7%,, ) 1),, 2) 100 16.9 46.8 31.8 4.6 0.66 22.00 20.8 47.0 27.1 5.1 0.69 23.00 3) 18.5 46.5 30.0 5.0 0.67 22.33 4) 20.7 51.2 24.7 3.5 0.71 23.67 5) 46.4 42.4 8.7 2.5 0.88 29.33 6) 7) 8) 42.4 44.0 10.9 2.8 0.85 28.33 44.0 42.5 11.4 2.1 0.86 28.67 54.5 37.0 6.7 1.8 0.92 30.67 9) 20.7 39.0 31.4 8.9 0.65 21.67 10) 36.7 51.4 9.6 2.3 0.84 28.00 0.77 25.67
2: 169 o (n=2,300) (, : %) 1),, TV 95.6 27.4 7.2 37.7 0.5 15.6 2) 83.6 15.0 37.2 53.0 2.9 16.7 3) 76.6 12.9 34.3 48.4 3.3 12.6 4) 80.4 17.0 22.9 56.6 1.3 22.3 5) 78.3 15.2 22.0 57.5 2.0 23.5 6) 75.2 16.7 20.1 56.8 1.6 25.4 81.6 17.4 24.0 51.7 1.9 19.4 (, : %) 1),, 2) 3) 4) 5) TV 94.2 25.3 6.4 35.0 0.6 13.9 83.5 13.7 31.7 49.0 2.2 13.8 74.2 11.3 31.7 46.7 2.8 12.2 76.9 13.9 20.2 57.0 1.4 22.2 73.4 14.9 18.2 55.5 1.8 24.9 6) 86.6 19.0 23.9 50.0 2.0 24.8 81.5 16.4 22.0 48.9 1.8 18.6
Univ. of Texas-Austin 2011 12 2011 12 3 36( ) TEL: 570-4114 FAX: 579-4695~6 ISBN 978-89-8242-882-1 93320