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2001-1 3 3 2001 KOREAN BROADCASTING INSTITUTE

: :

. 1. 3 3 1. 3 2. 4 1) 4 2) 5 3) 9 3. 13 1) 13 2) 15 3) 19 4. 31. 36 1. 36 2. 37 3. 39 1) 39 2) 39 3) 42 4) 1999 43 - i -

4. 45 1) 45 2) 46 3) 48 4) 50 5) 51 5. 52 1) 52 6. 59 1) ( / / ) 60 2) 63 3) 66 4) 66 5) 67 5. 69. 74 1 74 2. 75 3. 79 1) 79 2) 79 4. 80 1) 80 2) 81 3) 84 4) 90 - ii -

5. 101 1) 101 2) 104 3) 109 4) 113 5) 114 6. 116. 3 2 00 1 120 1. 120 2. 120 1) KBS 121 2) MBC 123 3) SBS 124 3. 124 1) KBS 124 2) MBC 130 3) SBS 134 4. 138 1) 138 2) 140 5. 146 1) 146 2) 147 3) 148 4) 149 5) / 150 - iii -

6. : 151 1) KBS 151 2) MBC 153 3) SBS 154. 156 1. 156 2. 158 1) 158 2) 158 3) 160 3. 161 1) 161 2) 169 4. 181 - iv -

. 2001 2001 1 1 2001 6 30 KBS, MBC, SBS. 6 5. 1) <3 > (2001. 1-2) 2) < > (2001. 3) 3) < > (2001. 4) 4) <3 2001 > (2001. 5) 5) < > (2001. 6) 5. 12 <3 >.. <> 3. < >. 4. <3 2001 > 5. - 1 -

< > 5-6. 5... - 2 -

. 3 1... 2 3. 1999, 2000, 2001 3. KBS1, KBS2, MBC, SBS.,,.,.,, /,,,,,,, /,,, 13,,.,,. - 3 -

3.,,,, 5. 5., 5., /, 7,,, 5., ( /), 2. 1) 3., 50%.. MBC. - 4 -

< 1> KBS 1 KBS 2 MBC SBS 26(53.8) 22(54.9) 25(57.5) 21(51.0) 94(100) 1999 ( ) 1935 2010 2220 1835 8000 14(42.6) 14(34.2) 23(52.1) 15(38.9) 66(100) 2000 ( ) 1770 1180 1815 1345 6110 20(46.5) 22(56.3) 25(61.6) 25(56.5) 92(100) 2000 ( ) 1750 2065 2335 2135 8285 11(24.8) 23(56.6) 26(61.5) 22(49.3) 82(100) 2001 ( ) 880 2075 2285 1500 6740 2) 19992001. (1) KBS1,. 19992000, 2000 2001.,,.,. - 5 -

< 2> KBS1 / / 199913.5 14.7 9.7 0.6 14.9 7.2 19.5 1.8 7.6 10.4 31.5 16.8 5.1 8.5 1.7 2.7 4.6 6.1 0.4 3.3 18.1 0.9 0.3 2000 19.1 13.4 1.4 6.6 7.6 5.7 27.0 9.1 10.1 31.2 16.3 5.7 7.6 2.1 3.6 6.9 5.9 1.7 4.4 13.8 1.0 2000 18.9 24.4 19.1 1.6 10.6 9.4 12.7 26.0 18.2 4.1 10.7 1.6 3.3 8.7 5.8 1.8 16.6 3.2 2001 20.9 23.4 12.7 5.4 1.7 5.4 18.5 12.1 25.4 19.0 3.4 8.6 1.3 2.0 5.5 1.7 1.5 9.0 18.9 3.2 0.4 (2) KBS2 KBS2..,.,. - 6 -

< 3> KBS2 / / 1999 5.5 8.1 2.7 30.7 6.6 30.1 1.5 5.1 8.6 1.2 8.8 6.3 0.6 15.3 2.4 2.8 16.5 16.8 7.2 1.3 4.7 16.1 1.1 0.1 2000 4.2 5.2 18.0 4.8 16.5 7.1 26.8 1.6 2.9 12.9 8.9 5.5 0.3 15.3 4.6 3.2 13.9 17.4 6.7 1.8 5.6 15.0 1.4 0.5 2000 2.0 9.3 7.9 7.0 27.7 10.1 24.6 11.5 7.6 4.9 20.7 6.7 2.1 8.9 19.9 2.5 5.1 21.0 0.7 2001 3.4 0.7 9.0 2.5 24.6 5.7 27.8 1.9 21.1 2.5 0.8 11.6 8.0 21.4 4.6 1.8 11.1 19.8 0.8 18.6 1.6 0.7 (3) MBC MBC.,,, /,,. 5% 30%. 25% 10%.,. - 7 -

< 4> MBC / / 19999.2 2.8 16.2 8.2 26.3 8.8 16.2 1.4 10.9 23.4 5.4 0.6 24.1 3.7 3.8 4.5 11.3 4.7 0.9 6.1 7.3 1.1 3.1 2000 12.4 14.9 16.6 6.5 28.0 2.0 9.8 2.3 4.4 1.4 1.7 23.2 10.9 2.4 14.9 3.5 4.5 6.5 13.3 3.8 1.7 2.6 11.8 0.9 2000 8.3 3.2 10.2 4.7 30.7 4.7 17.9 18.1 1.6 15.8 4.4 1.4 16.8 3.7 1.9 5.0 13.7 0.9 6.8 27.6 1.9 2001 7.8 14.8 13.6 8.1 25.2 5.0 19.9 5.7 26.2 6.9 1.3 17.4 3.9 3.4 3.6 16.5 1.5 1.5 16.2 1.5 (4) SBS SBS,.,, /,,. 30%. 1999, 2001., 2000 1.. - 8 -

< 5> SBS / / 1999 4.7 1.7 6.7 6.0 27.2 3.3 34.0 16.4 13.2 2.8 0.5 14.7 5.8 4.2 6.3 10.1 9.8 0.6 8.5 18.8 4.8 2000 5.5 3.5 14.2 4.9 14.2 7.7 30.1 0.3 16.2 3.5 12.4 0.7 0.9 14.3 6.6 3.7 5.7 10.2 9.1 14.3 20.3 2.1 2000 4.2 3.2 1.9 28.4 4.5 40.6 15.6 1.6 8.6 1.6 0.6 15.7 5.5 1.8 6.2 15.6 6.0 2.4 14.1 19.9 1.4 0.6 2001 15.0 8.1 4.3 2.6 16.9 6.3 33.6 3.6 9.7 9.7 1.3 0.7 13.1 5.4 4.8 6.3 20.4 4.5 1.6 7.8 20.9 1.1 2.5 3) (1) KBS1,, KBS1. 10 20. 6. 12 4, 8.. - 9 -

1 KBS1 (,, ) (2) KBS2 KBS2.,. 8 1. SBS. - 10 -

2 KBS2 (,, ) (3) MBC MBC. 10 13. 22.. - 11 -

3 MBC (,, ) (4) SBS SBS 10. 10 80%. 1920 21. 16. - 12 -

4 SBS (,, ) 3. 1) 1999 2001 3 KBS1 201300 16, 1685., 1 20. KBS2, 30 3550, KBS1 1, 80. MBC, 35 3970, 150. SBS - 13 -

333060. 3 KBS1. KBS1 1040, 10.,., KBS1 16 1685, KBS2 24, 2000, MBC 27 1920, SBS 25 1875.,.,,,. - 14 -

< 6> ( / ) KBS 1 KBS 2 MBC SBS ( ) ( ) ( ) ( ) 20 1300 1 80 13 850 7 450 9 670 3 295 6 620 4 520 1 20 3 205 6 460 2 165 10 1040 30 3550 35 3970 33 3060 5 375 14 800 8 585 10 575 16 1685 24 2000 17 1920 25 1875 / 1 65 2 142 1 110 8 1060 1 80 1 120 1 90 1 50 3 165 1 60 1 60 1 60 2). (12 ), (12 6 ), (6 12 ), ( 12 ). (1) KBS1 MBC, 11, 12 20% - 15 -

. KBS2 SBS 4620%. KBS1( 20%), SBS 5 10%.. 5 (2) SBS, KBS2. - 16 -

6 (3). MBC SBS (25 35%) KBS2 ( 35%). KBS2 ( 35%), SBS(25%), MBC( 15%), KBS1 10%. - 17 -

7 (4) KBS2 15% KBS1 30%, MBC SBS 15%. 10 20% KBS1 40%. 8-18 -

(5) 8 11. KBS2, KBS1 (60% ). 9-19 -

3) (1),,,,,,.., <>, < >. < >.,. < >,,.. - 20 -

10 3 () KBS2 2000, MBC 1920, SBS 1875, KBS1 1685. (),. KBS2 11 45.7%, 3, 2 16.5%, 8.0% 70%. 5 (14.5%) 2 (11.5%). MBC 7 27.3%, 5 (20.05%), 3 (12.5%) 70%.,,,. - 21 -

SBS 11 (44.8%), 4 (17.07%) 70%, 4 (17.07%), 2. KBS1 5 60%. 4 (17.8%) 4 (10.39%), 3 (11.28%).,,,.. < > (1999 KBS2), < NG> (2000 SBS), < 5> (2000 MBC), < > (1999 SBS), < > (2000 MBC), < > (2000 MBC), < god > (2001 KBS2), < > (2001 MBC), < >, < >.. < > (1999 MBC), < > (2000 MBC). - 22 -

.,. < 7> () KBS1 KBS2 MBC SBS 4 300(1685) 17.8 3 190(1685) 11.28 2 160(1685) 9.5 3 860(1685) 51.04 4 175(1685) 10.39 2 230(2000) 11.5 11 915(2000) 45.75 3 330(2000) 16.5 5 290(2000) 14.5 2 160(2000) 8.0 1 75(2000) 3.75 3 225(1920) 11.72 2 165(1920) 8.59 7 525(1920) 27.34 3 240(1920) 12.5 3 160(1920) 8.33 5 385(1920) 20.05 3 160(1920) 8.33 1 60(1920) 3.13 2 145(1875) 7.73 1 120(1875) 6.4 11 840(1875) 44.8 4 230(1875) 12.27 4 320(1875) 17.07 2 150(1875) 8.0 1 70(1875) 3.73-23 -

(2), 34.8%, 20.5%, / 17./9%. 12.7%, 10.3%.. 11 3 () - 24 -

< 8> () ( ) KBS1 KBS2 MBC SBS 4 225(1300) 17.3 1 60(1300) 4.6 11 575(1300) 44.2 1 60(1300) 4.6 / 4 390(1300) 30.0 / 1 80(80) 100.0 1 60(850) 7.1 5 280(850) 32.9 4 360(850) 42.6 2 100(850) 11.7 2 120(450) 26.7 2 150(450) 33.3 1 60(450) 13.3 2 120(450) 26.7,,,, /., 1999 KBS1 < >, <, >, MBC < >, SBS <70 >. 2000 KBS1 < >, MBC <21 >, 2000 KBS1 < >, MBC < >, SBS < >. 2001KBS1 < >, < >, < > <>, < >, MBC <>, < >, <, >, SBS < >, < >, < - 25 -

- 100>., MBC, 2000. 2001. (3),, 81%.. 12 3 () - 26 -

< 9> () ( ) 6 480(670) 71.6 KBS1 1 70(670) 10.5 2 120(670) 17.9 KBS2 3 295(295) 100.0 MBC 5 540(620) 87.1 1 80(620) 12.9 SBS 3 390(520) 75.0 1 130(520) 25.0., 1999 KBS1 < >, MBC < >, SBS < >, 2000 KBS2 < >, MBC < >, SBS <>, 2000 KBS1 < >, KBS2 < - >, MBC <>, 2001 MBC < 2>, SBS < >.,,,.. MBC < > < > 1, 2. - 27 -

(4),, 33%, 67%. 2.. 13 3 () < 10> () ( ) KBS1 KBS2 MBC SBS 1 120 (1040) 11.5 9 920 (1040) 88.5 12 1410 (3550) 39.7 18 2140 (3550) 60.3 6 665 (3970) 16.8 29 3305 (3970) 83.3 15 1660 (3060) 54.3 18 1400 (3060) 45.8-28 -

..,.. 3. KBS1 8 < > 1. KBS2 12, 18 39.7%. MBC. 35 6, 29. 16.8%83.3%. SBS 15, 18. 54.3%.. < >, < >, <>, < >, < >, <, >, < >, < >.. <>, < >, < >, <>, <>. 007, - 29 -

. (5), 97%, 3%.. 14 3 () < 11> () ( ) KBS1 5 375(375) 100.0 KBS2 14 800(800) 100.0 MBC 7 520(585) 88.9 1 65(585) 11.1 SBS 10 575(575) 100.0-30 -

, MBC< >., 1999 KBS2 <>, < >, < >, MBC < >, SBS < >, 2000KBS1 <>, KBS2 < >, MBC < >, SBS <>. 2000 KBS2 < >, <>, < >, SBS <>, < >, 2001KBS2 < >, SBS < >, < >, <>. 2000 KBS2 SBS, KBS SBS. KBS. SBS. 4. 3,., KBS1. KBS1. - 31 -

.,,., KBS1,,,. KBS2,. MBC,,, /,,,. SBS,, /,,. 1999.,.,.,,, KBS1-32 -

12 4, 8. KBS2.,. 8 SBS. MBC. 10 1 10. SBS MBC 10. 78 9. KBS1,.. 3 KBS1, KBS2 KBS1. MBC,. SBS. KBS1, - 33 -

.,,.,,,,, KBS2 MBC, SBS, KBS1., /,,,, /, (),.,,,,.,,,,, /., MBC, 2000.. - 34 -

, KBS1, MBC, SBS, KBS2.,,,. 1, 2., KBS1 8, 1 KBS2 12, 18. MBC 35 6, 29. SBS 15, 18,.,.,, KBS2 SBS., KBS2 SBS., - 35 -

.,,.,,.,,.. - 36 -

. 1..,.,,,,,... 2000,,.,, 10%. 2000 3,.,.,, - 37 -

. 2....,,,. 1) S. Kaplan L. Baxter,,,,,,,,,,,,,,,,. 2) 3),,., 4),, 1),,, 2000, P.12. 2) S. Kaplan & L. Baxter, Antisocial and prosocial behavior on prime- time TV, Journalism Quarterly, Vol.59., No.3.(1982), pp.478 482.. 3),,, 1991, P.7. 4), 4 36. - 38 -

, 5).,. TV (National Television Violence Studies). 6) (Gerbner). 7), 1999...,,.. TV,,., 5), 4 37. 6) National Television Violence Study Volmume II. 7) G. Gerbner & L. Gross, Living with Television : The Violence Profile, Journal of Communication, Vol.26., pp.173 199.. - 39 -

,,,,,,,,,,. : ( ). :. : :,,. :. 3. 1) 2000 11 20 ( )11 26 ( ) 1 3 45. 8) 1999, 1999. 8) MBC 11 2611 19, SBS 11 262001 2 11. - 40 -

2) (1) (behavior)., (reality-based). (2),,,. 5,, 5 (pre- test). 1999. 5 5(,,,,, ) 1. (agreement).. < 1>81.8%. 9) - 41 -

< 13> A B C D E E 82.3 81.3 82.0 80.7 D 80.1 83.6 81.8 C 83.4 82.0 B 81.2 A 81.8 (3)..,.,,,,,,,.... 9) (intercorder r eliability test ) Cronbach ' s alpha, (correlation) (Hodson, Randy.1999. Analyzing Documentary Accounts. London :Sage). - 42 -

( ),,,.,..,.,,,.,,,,,,,.. (, ). 3),.,,. MBC - 43 -

11 22 ( ) <007 > 11 23 ( ) <007 >. < 14> <007 >, <007 > (< >, < >).. 4) 1999 1998..,.,. - 44 -

< 15> 99 (, ) 99 < > < >, < >, < > <> < > 99 <>.,,. - 45 -

4. 1) < 16> ( ) (10 ) 1999.11 10,502 2000.11 9,950 1999.11 1,821 2000.11 1,231 1999.11 1.7 (1,821 10/ 10,502) 2000.11 1.2 (1,231 10/9,950) (10 ). 1231 991821 590., 2000, (007 ).. 2000 0.5 1.2. TV 101.2.,. KBS2 < > 10 6. - 46 -

2 99, 99 SBS 2000 SBS < > 2. KBS1 2. < 17> 10 (10) 1 KBS2 11/ 22 121 60 20.2 2 SBS 11/ 22 45 25 18.4 3 KBS2 11/ 23 46 30 15.3 3 KBS2 11/ 24 46 30 15.3 5 KBS2 11/ 20 38 30 12.7 6 MBC TV 11/ 23 56 55 10.2 7 SBS 11/ 23 22 25 8.8 8 KBS1 11/ 26 83 95 8.7 9 KBS1 TV 11/ 20 33 50 6.6 10 KBS2 11/ 21 19 30 6.3 2) < 6>, KBS2 502 (40.8%), MBC, SBS, KBS1.. KBS1, MBC. (10 ) KBS2 MBC (1.2). - 47 -

< 18> KBS1 KBS2 MBC SBS (%) 1999.11 124(6.7) 683(37.5) 681(37.4) 333(18.3) 1821(100) 2000.11 147(11.9) 502(40.8) 320(26.0) 262(21.3) 1231(100) 10 2000.11 0.67 1.73 1.41 1.02 1.2 KBS1, 10 < > <TV >., KBS1. KBS2. KBS2 < >. < 8> (, ),. 1.73. MBC 1999. 1999 2000 <TV >. MBC., 2000 5. SBS. < > 2-48 -

10 SBS. SBS. 3) 99. 10., 10. 2, 1024.. 27.5% (25.4%), (16.9%). 10 10 8. (1.2),,,,,.,. - 49 -

< 19> / 1999 147 (8.1) (%) 44 2000 (3.6) 286 (15.7) 98 (8.0) 142 (7.8) 32 (2.6) 102 (5.6) 103 (8.4) 374 (20.5) 338 (27.5) 23 (1.9) 33 (2.7) 463 (25.4) 319 (25.9) 21 (1.2) 179 (9.8) 197 (16.0) 11 (0.6) 26 (2.1) 12 (0.7) 84 (4.6) 18 (1.5) 1821 (100) 1231 (100) 1999 1.3 1.3 4.2 2.0 6.0 6.3 0.2 1.5 0.2 0.3 0.5 1.7 10 2000 0.3 0.6 3.0 1.6 3.7 1.7 2.4 7.9 0.8 4.8 0.2 1.2 < 8>. KBS1. 9973 (58.9%) 10 (6.8%). 2000. 1999 KBS2. 99( ) ( ).,. MBC 67 (28.9%).., 3. SBS 57. - 50 -

.,, 68 (31.7%). < 20> / KBS1 KBS2 MBC SBS 1999 2000 1999 2000 1999 2000 1999 2000 73 (58.9) 10 (6.8) 13 (1.9) 8 (1.6) 58 (8.5) 26 (8.1) 3 (0.9) 24 (19.4) 17 (11.6) 70 (10.2) 28 (5.6) 121 (17.8) 18 (5.6) 71 (21.3) 35 (13.4) 72 (10.5) 32 (6.4) 58 (8.5) 12 (3.6) 3 (1.7) 21 (4.2) 26 (3.8) 57 (17.8) 67 (20.1) 25 (9.5) 1 (0.8) 83 (56.5) 109 (16.0) 165 (32.9) 245 (36.0) 86 (26.9) 19 (5.7) 4 (1.5) 23 (4.6) 33 (6.6) 293 (42. 9) 181 (36. 1) 100 (14. 7) 70 (21. 0) 138 (52. 7) 3 (0.4) 16 (2.3) 2 (0.6) 3 (2.4) 35 (23.8) 84 (12.3) 5 (1.0) 30 (4.4) 97 (30.3) 62 (18.6) 60 (22.9) 2 (1.6) 5 (0.7) 26 (8.1) 4 (1.2) 12 (9.7) 9 (7.3) 2 (1.4) 25 (3.7) 6 (1.2) 27 (4.0) 10 (3.1) 23 (6.9) 124 (100) 147 (100) 683 (100) 502 (100) 681 (100) 320 (100) 205 (100) 262 (100) 4), 667 (54.2%), 564 (45.8%). 99,. - 51 -

10 7. 45.8%.,,. 72.8% MBC KBS1. < 21> 1999.11 2000.11 1999.11 2000.11 1999.11 2000.11 KBS1 54(43.5) 60(40.8) 70(56.5) 87(59.2) 124(100) 147(100) KBS2 336(49.2) 218(43.4) 347(50.8) 284(56.6) 684(100) 502(100) MBC 426(62.6) 233(72.8) 255(37.4) 87(27.2) 681(100) 320(100) SBS 249(74.8) 156(59.5) 84(25.2) 106(40.5) 333(100) 262(100) 1065(58.5) 667(54.2) 756(41.5) 564(45.8) 1821(100) 1231(100) - 52 -

5) < 22> 408(49.6) 202(24.6) 212(25.8) 822(100) 38(9.3) 133(32.5) 238(58.2) 409(100) 446(36.2) 335(27.2) 450(36.6) 1231 * : 17:00 19:00(), 17:00 18:00() * : 19:00 23:00(), 18:00 23:00() * : 23:00.. 408 (49.6%).. 202 (24.6%), 212 (25.8%). (238 /58.2%), 133 (32.5%).,. 5. 1) - 53 -

(1).,.,..,.,,.. 1999,. < 23> (%) 2000 1,130 (91.8) 101 (8.2) 1,231 (100.0) 1,231 91.8% 1,130, 101. 10%. - 54 -

,. (2),,,,,. 1999 6. 1999 6 143.. < 24> (%) + / 218 1,225 53 34 74 1999 (13.6) (76.4) (3.3) (2.1) (4.6) 2000 230 (20.4) 837 (74.1) 13 (1.2) 4 (0.4) 46 (4.1) 1,604 (100.0) 1,130 (100.0) 2000 74.1% 20.4%.,,,. - 55 -

(3),,.,,,.,,,,,,,.. < 25> (%) 1999 2000 823 (49.7) 477 (42.2) 222 (13.4) 223 (19.7) 525 (31.7) 378 (33.5) 55 (3.3) 48 (4.2) 31 (1.9) 4 (0.4) 1,656 (100.0) 1,130 (100.0), 42.2%, 19.7%. 33.5%. (4) 7. - 56 -

< 26> 1999 2000 (%) 142 (10.1) 86 (7.6) 208 (14.8) 11.9 (11.9) 471 135 123 13 316 1,408 (33.5) (9.6) (8.7) (0.9) (22.4) (100.0) 201 141 415 13 140 1,130 (17.8) (12.5) (36.7) (1.2) (12.4) (100.0) 1999 33.5%, 22.4%, 14.8%. 2000 36.7% 17.8%, 12.5%, 12.4%. 1999 62%, 2000 50%. 1999 59.3% 2000 47.2%.,. 1999 42.2% 2000 40.4%., 2000 22.9%.,. - 57 -

< 27> (%) 1999 2000 1999 2000 1999 2000 1999 2000 1999 2000 1999 2000 1999 2000 1999 2000 88 (62.0) 33 (38.4) 168 (80.8) 95 (70.9) 350 (74.5) 159 (79.1) 37 (27.4) 57 (40.4) 73 (59.3) 129 (31.1) 2 (15.4) 3 (23.1) 38 (12.0) 1 (0.7) 756 (53.7) 477 (42.2) 11 (7.7) 6 (7.0) 36 (17.3) 35 (26.1) 70 (14.9) 24 (11.9) 20 (14.8) 39 (27.7) 12 (9.8) 78 (18.8) 4 (30.8) 9 (69.2) 7 (2.2) 32 (22.9) 160 (11.4) 223 (19.7) 43 (30.3) 43 1 (50.0) (1.2) 2 (1.5) 42 (8.9) 13 (6.5) 57 (42.2) 41 (29.1) 37 (30.1) 196 (47.2) 4 (30.8) 1 (7.7) 250 (79.1) 82 (58.6) 433 (30.8) 378 (33.5) 2 (1.5) 4 (0.9) 5 (2.5) 12 (8.9) 4 (2.8) 12 (2.9) 1 (7.7) 12 (3.8) 24 (17.1) 29 (2.1) 48 (4.2) 3 (3.5) 4 (1.9) 4 (0.9) 9 (6.7) 1 (0.8) 2 (15.4) 9 (2.8) 1 (0.7) 29 (2.1) 4 (0.4) 142 (100.0) 86 (100.0) 208 (100.0) 134 (100.0) 470 (100.0) 201 (100.0) 135 (100.0) 41 (100.0) 123 (100.0) 415 (100.0) 13 (100.0) 13 (100.0) 316 (100.0) 140 (100.0) 1,407 (100.0) 1,130 (100.0) (5) 1,130 307, 301, 171, 98, 95-58 -

.. 66.1%, 30.9%, 81.1%, 14.3%,.,, 90%.,, ( ). 1 (2.9) 6 (6.3) 3 (9.4) 19 (19.4) 95 (30.9) 11 (50.0) 43 (14.3) 52 (30.4) < 28> + 230 (20.4) 32 (91.4) 88 (92.6) 29 (90.6) 79 (80.6) 203 (66.1) 9 (40.9) 28 (100.0) 244 (81.1) 103 (60.2) 7 (26.9) 15 (100.0) 837 (74.1) 7 (2.3) 2 (9.1) 4 (1.3) 13 (1.2) 1 (0.3) 3 (1.8) 4 (0.4) 1 (0.3) 10 (3.3) 5 (2.9) 19 (73.1) 35 (3.1) 2 (5.7) 1 (1.1) 8 (4.7) 11 (1.0) 35 (100.0) 95 (100.0) 32 (100.0) 98 (100.0) 307 (100.0) 22 (100.) 28 (100.0) 301 (100.0) 171 (100.0) 26 (100.0) 15 (100.0) 1,130 (100.0) - 59 -

6.,..,. 1) ( / / ) 2000 59.4%, 12.1%, 1999. 1999.,,. < 29> (%) + 1999 1008 (55.6) 404 (22.3) 31 (1.7) 370 (20.4) 1813 (100) 64 (3.5) 50 (2.8) 1220 (67.3) 464 (25.6) 1813 (100) 2000 640 (59.4) 132 (12.1) 55 (5.0) 258 (23.5) 1095 (100) 65 (5.9) 23 (2.1) 736 (67.2) 271 (24.7) 1095 (100) - 60 -

55.2%, 9.2%,,. 1999. 1999, 200099, 1999,. < 30 > (%) + 1999 1016 (63.9) 237 (14.9) 34 (2.1) 302 (19.0) 1589 (100) 103 (6.5) 65 (4.1) 1026 (64.6) 395 (24.8) 1589 (100) 2000 562 (55.2) 83 (9.2) 92 (10.2) 163 (18.1) 900 (100) 113 (12.6) 71 (7.9) 521 (57.9) 195 (21.7) 900 (100),.,.,. - 61 -

< 31> 143 (24.1) 13 (10.0) 9 (15.8) 1 (50.0) 0 (0) 4 (11.4) 60 (26.9) + 439 479 5 7 4 4 6 2 1 593 497 (74.0) (96.4) (0.8) (1.4) (0.7) (0.8) (1.2) (0.3) (0.2) (100) (100) 115 80 2 130 80 (88.5) (100) (1.5) (100) (100) 40 53 2 3 8 7 57 65 (70.2) (81.5) (3.1) (4.6) (14.0) (10.8) (100) (100) 1 3 2 3 (50.0) (100) (100) (100) 55 83 4 5 55 92 (100) (90.2) (4.3) (5.4) (100) (100) 30 45 1 2 35 47 (85.7) (95.7) (2.9) (4.3) (100) (100) 157 5 19 (70.4) (2.2) (16.4) 1(0.4) 3 223 116 (2.6) (100) (100).,,,, 30%.. < 32> (%) 1999 128 (11.1) 31 (2.7) 361 (31.3) 12 (1.0) 46 (4.0) 16 (1.4) 156 (13.5) 68 (5.9) 335 (29.0) 1153 (100) 2000 50 (5.8) 119 (13.8) 200 (16.2) 4 (0.5) 12 (1.0) 7 (0.6) 86 (10.0) 58 (6.7) 325 (37.7) 861 (100) - 62 -

,..,.,,. < 33> 50 119 193 4 12 7 84 58 310 837 (6.0) (14.2) (14.2) (0.5) (1.4) (0.8) (10.0) (6.9) (37.1) (100) 7 2 13 (53.8) (15.4) (100) 11 11 (100) (100) < 34> (10.6) 44 40 (9.6) 60 (14.5) 3 (0.7) 5 (1.2) 5 (1.2) 68 (16.4) 30 (7.2) 160 (38.5) 415 (100) (3.0) 5 11 (6.4) 68 (39.8) 1 (0.6) 1 (0.6) 2 (1.2) 13 (7.6) 28 (16.4) 42 (24.6) 171 (100) (0.4) 1 68 (26.1) 69 (26.4) 6 (2.3) 2 (0.8) 115 (44.0) 261 (100) 3 (30.0) 7 (70.0) 10 (100) 3 (75.0) 1 (25.0) 4 (100) - 63 -

2),,,,.,,,.. < 35> 28(29.5) 52(54.7) 0(0) 15(15.8) 95(100) 3(3.1) 77(78.6) 0(0) 18(18.4) 98(100) 21.(68.4) 70(22.8) 4(1.3) 23(7.5) 307(100) 10(35.7) 18(64.3) 0(0) 0(0) 28(100) 202(67.1) 51(16.9) 1(0.3) 47(15.6) 301(100),,,.,.. - 64 -

(%) 5 (5.3) 1 (1.0) < 36>,,, 43 (14.0 4 (14.3) 27 (9.0) 45 (47.4) 43 (14.0) 19 (67.9) 44 (14.6) 3 (3.2) 25 (8.1) 4 (14.3) 20 (6.6) 12 (12.6) 31 (10.1) 53 (17.6) 4 (4.1) 49 (16.0) 17 (5.6) 3 (3.2) 5 (1.7) 7 (7.4) 2 (2.0) 4 (1.3) 8 (2.7) 1 (1.1) 3 (3.1) 1 (0.3) 1 (1.1) 82 (83.7) 18 (5.9) 1 (3.6) 4 (1.3) 18 (18.9) 6 (6.1) 94 (30.6) 122 (40.5) 95 (100) 98 (100) 307 (100) 28 (100) 301 (100),,,.,,. < 37> 21(22.1) 62(65.3) 12(12.6) 95(100) 4(4.1) 93(94.9) 1(1.0) 98(100) 86(28.0) 148(48.2) 73(23.8) 307(100) 0(0) 5(17.9) 23(82.1) 28(100) 75(24.9) 117(38.9) 109(36.2) `301(100) - 65 -

3) 19992000.,. < 38> 1999 1680(98.4) 27(1.6) 1707(100) 2000 1108(98.1) 22(1.9) 1130(100) 4).,...,, 10 6.3 7.9...,., - 66 -

, 2000 5.9%, 12.6%..,. 2000. 10 1.7 2.4 1.2.,,. 5)..,. < 39> t - 89 12.9944 2.978.003 152 10.2704 < 27>13% 10.3% - 67 -

,., < 28>. (negative). < 40> t- t - 8 13.6000 37 7.2703 4.635.000 22 17.8727 18 20.9111-0.907.370 2 16.1000 1 20.2000-0.577.667 12 11.5167 10 11.0100 0.361.772 6 9.3167 1 4.9000 0.784.469 14 11.1786 2 3.8500 2.272.039 2 17.0000 7 8.5286 2.526.039 2 18.2000 2 18.7000-0.086.939 7 12.0857 24 10.4875 0.738.466 3 9.9333 27 9.1704 0.424.675-68 -

5. 2000 11 20 ( )11 26 ( ) 1 3 4 5. (behavior). 1999,,.,..,,., 1231 590. 2000 0.51.2.. 10 2 SBS, KBS1 2., KBS2 502 (40.8%), MBC, SBS, KBS1. KBS1, MBC. (10 ) KBS2 MBC(1.2). - 69 -

. 1999,,.. 27.5% (25.4%), (16.9%). (1.2),,,,,. KBS1. KBS2. 1999 ( ) ( ).,. MBC 67 (28.9%).., 3. SBS 57.., 667 (54.2%), 564 (45.8%). 1999,. 10 7. - 70 -

. 408 (49.6%).. 202 (24.6%), 212 (25.8%). (238 /58.2%), 133 (32.5%).,.,,,,,., 1,130, 101. 8.2%,. 1999 1,604 1,130 70%. 1999, 2000 (7.5% ),. 7 2000 (10% ) (28% )., - 71 -

,,. 307, 301, 171, 98, 95.,,,.,,,. 59.4%, 55.2%, 23.5% 18.1%. 1999,. 1999,., 1999. 1999,.,.,,,,.., - 72 -

.,.., 1999.. 20001999.,,...,,. - 73 -

. 1..,,,.,.,,... - 74 -

.,.,,. 3 4. 3 4 9 4 15. 2. KBS1, KBS2, MBC, SBS 4 2001 4 9 4 15 1 61 ( ). 1 1. 5 1 < >. 7. - 75 -

: (<(MBC)> 11 ) :,, (< (SBS)> 11 ), : (< (SBS)> 6 ) : 1 (< (KBS2)> 5 ), : (< (KBS2)> 5 ), : (< (KBS2)> 2 ) : (< (KBS1)> 13 ) < 1-1>, < 1-2>. - 76 -

< 1-1> I TV 4 9 / / 19:35 20:20 KBS1 4 9 / /22:00 22:50 4 8 / /09:00 10:00 4 8 / / 12:10 13:10 4 8 / / 17:40 19:00 4 9 / / 19:00 20:00 4 9 / /23:00 24:00 TV 4 9 / / 18:30 19:00 TV 4 10 / / 18:30 19:00 4 10 / / 19:00 20:00 KBS2 21! TV 4 10 / /23:00 00:10 4 11 / / 19:00 20:00 4 12 / / 19:00 20:00 4 12 / /23:00 00:10 4 13 / /09:30 10:30 4 14 / / 16:45 17:30 4 14 / / 18:30 19:50 4 14 / /20:50 21:40 4 14 / /00:35 01:35 4 8 / /08:50 09:40 4 8 / / 11:00 12:00 4 8 / / 12:00 12:50 4 8 / / 17:00 18:10 4 8 / / 18:10 19:50-77 -

< 1-2> II MBC 21 e TV TV TV TV 4 9 / / 17:20 17:50 4 9 / / 19:25 20:20 4 10 / / 17:20 17:50 4 10 / / 19:25 20:20 4 11 / / 17:20 17:50 4 11 / / 19:25 20:20 4 11 / /22:55 23:55 4 12 / / 19:25 20:20 4 12 / / 11:05 12:55 4 13 / / 19:25 20:20 4 14 / / 10:40 11:30 4 14 / / 17:10 18:10 4 14 / / 18:10 19:55 4 14 / /22:15 23:10 4 8 / / 10:00 11:00 4 8 / / 12:00 13:00 4 8 / / 18:10 19:55 4 8 / /23:30 00:40 SBS TV 1000 SBS 4 10 / /22:55 00:05 4 11 / / 19:10 20:00 4 11 / /22:55 00:05 4 12 / / 19:10 20:00 4 12 / / 10:55 00:05 4 13 / / 19:10 20:00 4 13 / /21:55 22:55 4 14 / /09:00 10:20 4 14 / / 17:10 18:00 4 14 / / 18:00 20:00 4 14 / /21:50 22:50 4 15 / /08:50 09:50 4 15 / /09:50 10:50 4 15 / / 10:50 12:00 4 15 / / 12:10 13:10 4 15 / / 16:00 17:00 4 15 / / 15:00 18:00 4 15 / / 18:00 20:00 4 15 / /23:30 00:50-78 -

3.. 1),,,,,. 1) /,,,, 2),.,, /, /,,,, ( ), /,, ' '. 2),,,...,, - 79 -

.,,.,. 10.,.,,,,,,. 4. 1) 2001 4 9 15 2000,. 3,,,. - 80 -

2 KBS1 KBS2 MBC SBS 2000 7 410 2 2001 5 300 110 2000 23 1450 4 2001 19 1125 325 2000 22 1245 4 2001 18 1030 215 2000 24 1540 5 2001 19 1310 230 * : 2000-2 KBS1 2000 2 110. KBS2,, 4 325. MBC 2000 4, 215. SBS, 5, 230. SBS. 3. KBS1 1000. - 81 -

2). < 3> KBS 1 2 (1/ 1) 3 5 KBS 2 3 (2/ 1) 3 (2/ 1) 1 (1/0) 2 (1/ 1) 5 5 19 MBC 2 (2/0) 2 (2/0) 3 (2/ 1) 2 (2/0) 1 (1/0) 4 4 18 SBS 1 (0/ 1) 2 (1/ 1) 2 (1/ 1) 2 (1/ 1) 4 8 19 7 (5/2) 6 (4/2) 6 (4/2) 6 (4/2) 3 (2/ 1) 13 20 61 * ( / ) 20:00, 20:00,. (13 )(20 ) (3 ). 20:00, 20:00 19, 9,., (target audience). (< 4> ), (, ) (prime time)(5-8 ). - 82 -

4 910 1011 1112 1213 1314 1617 1718 1819 1920 2021 2122 2223 2300 00 *. 3 ( 18:00-20:00, 18:00-20:00) 10). 3 2 18:00-20:00 22:00-24:00 1. 10) < 1999T V>, 20:00-22:30. 19:00-20:00, 23:00-23:30, 18:00-20:00, 23:00-23:30. cf. < 1999T V>, p. 62. - 83 -

.,,. 3)..,.. 23:0000:00..,,,,..,, - 84 -

,. (1) : 23:00 3 KBS2, MBC, SBS. 5 KBS2 MBC SBS (23:00 00:10)! (23:00 00:10) TV (22:55 23:55) (22:55 00:05) (22:55 00:05) TV (22:55 00:05) 5 3 23:00. SBS,, 3. KBS2 < > SBS < > /. - 85 -

. KBS2, MBC, SBS.. 6 16:45 (16:45 17:30) 17:30 18:00 18:30 (18:30 19:50) 19:45 KBS2 MBC SBS (17:10 18:10) (18:10 19:55) (17:10 18:00) (18:00 20:00) 18:00 20:00 3.. - 86 -

. 3... 9 13 16 20 7, 8. 7 08:50 (08:50 09:40) KBS2 MBC SBS 1000 10:00 10:50 11:00 TV (11:00 12:00) 12:00 12:10 (12:00 12:50) (10:00 11:00) (12:10 13:10) (09:50 10:50) (10:50 12:00) (12:10 13:10) - 87 -

8 KBS2 MBC SBS 16:00 17:00 18:00 18:10 19:50 (17:00 18:10) (18:10 19:50) (18:10 19:55) SBS (16:00 17:00) (17:00 18:00) (18:00 20:00) MBC < > SBS < >, < (KBS2)>, < (MBC)>, < (SBS)>.,. 12:00 TV. 3 18:0020:00,.. - 88 -

(2).. 9 KBS2 MBC SBS < > <TV > < TV > 20:50 22:55 22:55 < > <! > <! > 08:50 12:10 12:10 < > < > < SBS > 19:00 17:10 16:00 < > < > <! > 18:30 18:10 18:00 < > < > < > 18:10 18:10 18:00, 3.,. 3. TV - 89 -

,.. 3. 10 67%, 11) 3... /.. 4).. ENG,., 11) 2001 3 19 21-90 -

.,,.,,,,, 7.,, /, /,,,, ( ), /,, ' '. (1) : 60 < (KBS2)> <(KBS2)>, < (MBC)>, < (MBC)>, < (SBS)> < (SBS)>. 90 3. /, 3. - 91 -

10 KBS2 MBC SBS ( / ) ( /) ( /) 18:10 18:00 18:30 ( /) ( / ) () ( / ) ( /) god ending ( ) ( /) () () () 99 () ( / ) 18:10 18:10 ( /) 18:00 () () () ending ending () 6 8, 6 8,,. KBS2 < > MBC < >, SBS < > /. < (KBS2)> - 92 -

MBC <>. KBS2 < > MBC < >. KBS2 < > 99, SBS < >.. 1:1 6 8 6, opening ending 20 / 6, 6, 3. (2) : 11 CM => - 93 -

3.. 3. MC 6 8. 11. 12 3 MBC SBS KBS2 TV 4 11 22:55 TV 4 12 22:55 4 14 20:50, 3, GOD 4 2001 MBC SMAP /, 1 3,, S#arp ending( ) ending( ) ending( )., - 94 -

.,, MBC <TV > 9, SBS < TV > 8, KBS2 > 4. KBS2 < >., 4 18MBC <TV >. MBC <TV > SBS < TV >.. (3) : KBS2 < > SBS < >, <>, <>, <>, <>.,., - 95 -

. 13, 14. 13 (KBS2) (SBS) (SBS) 23:00 22:55 22:55 up & down talk / / 14 (SBS 21:50) SOS, X-file (SBS 23:30) / / 0042 < > < >, < >,. <>.,,,. < > <> up & down talk, <> - 96 -

, up & down talk.,. (4) :,. 11 KBS22, MBC4, SBS5, < 15>, < 16>.. 2 3, /. 11 40 / 18,.. - 97 -

15 KBS2 MBC 23: 00! 23: 00 21 19: 25 / / /, / 21 21 () () / 7 25 100 ( ) SBS 19:10 21:55? / / - 98 -

MBC 16 KBS2 / / / / 17: 00 / 22:15 / SBS 10: 00 17:10 9: 50 10:50 17: 00 / / / / / / / / /, / (5) ( ):,. 3 KBS2 < >, MBC < >, SBS < >., KBS2 < >, MBC <TV > <! e- >, SBS < >. - 99 -

. 3. 3. 17 KBS2 MBC SBS 4 15 08:50 4 15 12:10 4 15 12:10 - - The Gift - 2000 - - - - - The Gift A to Z :? : - - - Best Cut - - 2000 - - - - < 17>,. KBS2 < > MBC < >,,, KBS2, MBC, SBS. MBC < > SBS < > 12:10-100 -

,.. 5..,,. 1).. 10. - 10 1 -

18 10 TV SBS 20 TV MBC 12 MBC 9 SBS 9 SBS 7 SBS 7 SBS SBS 6 SBS 6 MBC 6 TV KBS1 4 KBS2 4 10 (10 11 ), SBS 6, MBC 3, KBS1 KBS2 1. SBS < TV>, 20. MBC <TV > 12, MBC < > SBS <> 9.,,. 2 6 4, 2.. - 102 -

19 (%) + 25.9 48.2 25.9 28.7 55.0 16.3,,,,.,..., 4 15 MBC < > '' "?", 4 15 MBC < >, 4 15KBS2 <> 99?. ( ). 4 10KBS2 < > ' ' " 5.", 4 15 SBS < >?. - 103 -

2).,,.. (1) 125. 21, 104.,,., KBS1 1, KBS2 53. SBS 46, MBC 25. - 104 -

< 20 > KBS1 1 1 KBS2 3 50 53 MBC 2 23 25 SBS 16 30 46 21 104 125 KBS2 53 50, MBC 25 23, SBS 46 30, 16. 7 < 21>. 125 46. < 21 > 46 38 17 11 10 3 0 125-105 -

38, 17, 11, 10, 3, 1. < (KBS2)>, <(MBC)>, < (SBS)>,.. 65 10. < 22 > 10 (KBS2) 19 (KBS2) 15 (SBS) 10 (MBC) 8 (SBS) 7 (MBC) 6 (KBS2) (KBS2) TV (MBC) 5 TV(SBS) (SBS) 70-106 -

125 10 70. <(KBS2)> 19, < (KBS2)>, < (SBS)>, < (MBC)> 15, 10, 8. <(MBC)> (6 ) 5 5. (2).,,,..,.. < (MBC)>..., < (KBS2)>?. - 107 -

( ), < (SBS)> < (SBS)>. -. < (SBS)>.,..,,,?. MC,.. (3) 70, 42. - 108 -

37, 71 ( ).,.,,. 68, 57. < (SBS)>. 3).,,.,,, ( ).,.,,, - 109 -

. ( ).,,. (1) 122, 46 168.. < 23 > KBS1 3 1 4 KBS2 44 25 69 MBC 15 4 19 SBS 60 16 76 122 46 168 SBS 168 76, KBS2 69. MBC 19 KBS14. SBS 76 60, KBS2 69 44. - 110 -

(2).,,, 65, 58, 32.,.,,.. < 24> 38 27 65 45 13 58 28 4 32 8 8 3 1 4 1 1 122 46 168-111 -

,.,. < (KBS2)>,. < (KBS2)>, < (KBS2)>. < (KBS2)>.... <(MBC)>. < (KBS2)>?,, < (SBS)>... 1.... < (SBS)>,.. - 112 -

< (SBS)>, < (SBS)>, <(KBS2)>, < >., 3-4., < (KBS2)>,. < (SBS)> 10.,,. 4). 2000 < >,. - 113 -

,.,,,,.. < (SBS)>,.,, <(SBS)>....,,,,.,,,. 5),,, - 114 -

. (1),,. < (MBC)>,.. (2) < (MBC)> 1 -.,,,. - 115 -

(3) < (SBS)>,.. < (SBS)>.,,. (4),,,..., <(MBC)> god 3.,. - 116 -

6. 3. 1) 2),.,.,,. /. TV KBS2, MBC, SBS. 10 90' ' ' ' ''.,. /,. - 117 -

,,.,., (, 2000 10 28 )..,.. SBS < TV >, MBC <TV >. 10 (10211 ) SBS6.., KBS2 SBS. (21 ) (104 ),.,,.,., KBS2 SBS - 118 -

,,..,.,.,..,,,,,,., ( 2001 3 10, ).,. SBS < >,. - 119 -

. 3 2001 1. 3 4 2001.,,. 3 5 5 5 6. 2.. - 120 -

1) KBS 1) KBS,. 2), - <TV, >. <,, >. - < >, < >, < >, < >., - <60 >, < >. - < >, <> - < >,, <TV - >, < >,. -, < 21, >,, <, > - 12 1 -

2) MBC 1) MBC,, 21. 2) -,. ( >, >) -,,,,, (, ) -,,,,,, (!,,, 21, ) -,, (, ) - 122 -

3) SBS 1) SBS 2001,. 2) -, (SBS,TV) - TV, (!!,, TV ) -, (,, ) 2002-2002,. (,, ) 3. 1) KBS (1) KBS 2001 1TV 6, 2TV 18 21. 1TV - 123 -

, <TV > < >. <TV > 10,.,,. < >.,, < >. 2TV 18,.,, < >, <TV >, <TV >, < >. < > 4 6. <TV >, 2TV. PD,. <TV > - 8:45~8:50, 2D. - 124 -

,. < > 500., 3. - 125 -

< 1> (KBS) T V, 22:00 22:50 22:00 22:50 1T V - 16:10 17:00-00:25 00:55 21-22:50 23:00 10:00 11:00 23:00 24:10 11:00 12:00-21:20 21:50 17:00 18:10 T V - 00:10 00:40 18:10 19:50 T V - 20:45 20:50 18:30 19:30 2T V 18:30 19:30 18:30 19:30! 08:40 09:40 00:50 01:40-10:45 11:15-06:30 07:00-11:35 12:00 T V - - 06:05 06:30 18:00 18:30 (2) KBS 1TV 4, 2TV 17. 1TV KBS, < - >, 2TV < > <! - 126 -

>. < > < > < > < >,. < 2> (KBS) KBS 00:30 01:00 1T V - 22:00 22:50 11:00 12:00 22:00 22:50 T V - 18:30 19:00 18:20 19:50 14:00 14:25 19:00 20:00 19:00 20:00 21 19:00 20:00-16:40 17:00 25 21:40 22:30 2T V - 06:00 07:00 11:40 12:30 23:00 00:00 08:50 09:40 00:10 01;10 00:20 01:10 00:10 01:10 365 06:00 06:30 07:15 08:00-127 -

(3) 2001 1TV 5, 2TV 4. 2000,.,,. < 3> (KBS) KBS 11:00 12:00 1T V 2T V ( 2 ) 16:10 17:00 2T V 00:30 01:25 24 23:20 24:00 2T V 23:35 25:05 23:00 24:10 06:05 07:00 21:50 23:20 1T V 22:40 23:50-128 -

2) MBC (1) MBC 11., < > 2002,, < >, < 21>.,. < >, < >. - 129 -

< 4> (MBC)! 11:05 11:55 22:55 23:55 00:30 01:20-16:30 17:00 19:25 20:20 00:55 01:20 19:25 20:20 21:55 22:50 21 00:15 00:55 13:05 14:00 21:45 22:15 (2) 9. 9 5. < > < >, < > < >. < TV->. < >. - 130 -

< 5> (MBC) 22:55 23:55 00:30 01:20 12:10 13:00 T V 19:25 20:20 00:15 00:55 23:30 24:20 MBC 23:05 00:00 21:45 22:15-17:20 17:50 (3) 10.. MBC. < > <>,, < >, <! >. - 13 1 -

< 6> (MBC) MBC 11:05 11:55 MBC T V 11:05 11:55, T V 13:05 14:00 MBC 22:50 24:00 07:10 07:40,! 12:10 13:05 23:30 24:25, 07:40 08:00-16:30 17:00, 00:25 02:00 3) SBS (1) SBS 13. 13 <SBS > 12., <>, <SBS >, <SBS >, <SBS >. SBS,,. <!!>, < > < > 3, <SBS >. < > < >. SBS - 132 -

., < 7> (SBS)!! 22:55 00:05 21:50 22:50 18:00 20:00 T V 09:50 10:50 23:50 00:50 00:30 01:20 SBS 23:35 00:45 00:35 01:30 SBS T V 11:00 11:55 08:00 08:50 SBS 00:35 01:30 SBS 00:35 01:30 SBS 01:30 02:00 (2) SBS 8. 3.. <! >,. < >,. <>, <!!>, - 133 -

.. < 8> (SBS)! 18:00 20:00 19:10 20:00 23:30 00:50 21:50 22:50 09:50 10:50 22:55 00:05 08:00 08:50 SBS - 00:35 01:30 01:00 02:00 (3) SBS 6. < >, < > < >.,., SBS 2001. - 134 -

< 9> (SBS) 19:10 20:00, 22:55 23:35 22:50 00:30 00:55 02:00, - 16:05 16:15-16:15 16:45 SBS - 16:00~16:05 4. 1) 2000 3. 10%, 30%, 50%.,, /,,,,,,,,,, /,. (1) KBS 1TV 25.6%, 47.4%, 26.9%. 2000, 0.2%, 0.4%, 0.82%.. - 135 -

2TV 10.7%, 41.1%, 48.2%. 2000 0.9%, 1.1%, 0.2%. MBC 23.8%, 36.5%, 39.0%. 2000, 2.4%, 6.9%, 4.5%. SBS 10.3%, 33.6%, 56.4%. 2000, 0.6%, 0.5%, 1.1%. 2000. 2000 2001. 1-136 -

2) 3... 3. (1) 1TV32.5%, 33.9%, 33.6%. 2000, 0.6% 3.3%. 2.8%.. (1).. 2TV 16.4%, 19.2%, 64.4%.,, 0.8%, 0.8%. 2TV.. 60%, - 137 -

KBS 2TV.. MBC 22.2%, 6.4%, 71.4%. 2000,. 6.1% 6.1%. MBC,.. SBS 18.1%, 6.4%, 75.6%., 0.2%, 2.8%, 2.5%. SBS. 10%. - 138 -

< 2> (2) KBS 1TV 39.6%, 32.5%, 27.9%. 2000 0.8%, 5%. 4.2%. 60. 2TV22.9%, 22.1%, 55.0%., 4.6% 4.6%. - 139 -

MBC 25.0%, 10.0%, 65.0%., 9.8%, 9.8%. MBC 0.8% 10.0%. KBS (1TV 22.5%, 2TV 22.1%). SBS 18.7%, 8.7%, 72.5%. 2000 0.5%, 4.9%, 4.6%. 50. SBS. <3> - 140 -

(3) KBS 1TV 18.3%, 36.7%, 45.0% 2000. 2TV 3.3%, 13.3%, 83.3% 11.7% 11.7%.. KBS2 SBS. MBC 16.7%, 17.5%, 65.8%.. SBS 16.7%, 1.7%, 81.7%, 1.6% 1.6%. SBS. - 14 1 -

< 4> 5. 1) 2000 KBS 1TV 0.6%, 2TV 0.9%. 1TV 40, 2TV 95.. MBC 1670 SBS 0.6%. 5. - 142 -

10 ( ) (%) KBS 1 2000 1900 25.4 40 2001 1860 26.0 0.6% KBS2 2000 845 11.6 95 2001 750 10.7 0.9% MBC 2000 1670 26.2 2001 1670 23.5 2.7% SBS 2000 735 9.7 5 2001 740 10.3 0.6% 2) KBS1 2000 2, 70.. KBS2 4, 415 2TV. MBC 2, 335.. SBS 2 18013.1%16.3%. MBC. - 143 -

< 11> ( ) (%) KBS1 KBS2 MBC SBS 2000 18 645 8.6 2 2001 16 575 8.0 70 2000 25 1565 21.4 4 2001 21 1150 16.4 415 2000 23 1320 17.4 2 2001 21 965 13.6 355 2000 21 990 13.1 2 2001 23 1170 16.3 180 3) KBS 1TV 2000 2, 120. 1TV,. 2TV 9 480. MBC 9 225. 3 < > < >, < TV>. SBS 3, 190. SBS < >, < >. 3. - 144 -

. < 12> ( ) (%) KBS 1 KBS2 MBC SBS 2000 7 410 5.5 2 2001 5 290 4.0 120 2000 23 1450 19.8 9 2001 14 970 13.8 480 2000 22 1245 16.5 6 2001 16 990 13.9 255 2000 24 1540 20.4 3 2001 21 1350 18.8 190 4) KBS 1TV 11 125, 2TV10 155. KBS 10 1TV < > 2TV. MBC < 21>, <! > 2 95. SBS 5 60. - 145 -

< 13> ( ) (%) KBS1 KBS2 MBC SBS 2000 43 1285 17.2 11 2001 31 1160 16.2 125 2000 22 1360 18.6 10 2001 32 1205 17.2 155 2000 24 1135 15.0 2 2001 26 1230 17.3 95 2000 21 1580 20.9 5 2001 26 1640 22.8 60 5) / KBS7 5 2 0.2%. 4 2. 1. 2TV, 4 1.. MBC 10 15 3.6%7.7%. 5 5. 1. SBS 1. - 146 -

< 14> / KBS1 KBS2 MBC SBS 2000 7(2.0) 1(0.7) 4(1.5) 0(0.0) 2001 5(2.4) 1(0.7) 2(0.7) 1(0.4) 2000 26(11.1) 4(2.1) 0(0.0) 0(0.0) 2001 26(10.7) 1(0.9) 0(0.0) 0(0.0) 2000 10(3.6) 0(0.0) 0(0.0) 0(0.0) 2001 15(7.7) 0(0.0) 1(0.7) 0(0.0) 2000 20(6.3) 0(0.0) 0(0.0) 0(0.0) 2001 19(5.6) 0(0.0) 0(0.0) 0(0.0) 6. : 1) KBS KBS,.. KBS 11. 1TV <TV > < >, 2TV < >, < >. 1TV <TV > 10,. < >, < >. 2TV < - 147 -

>. 3. 1. 1TV, 4.. 1TV,. 1TV,,.. 2TV. 2TV, <>, <TV >, < >, < >, < >, < 24 > 1TV. < >, < >, KBS 2TV. KBS2-148 -

. <> <> 71.7%83.3%. 2 ) MBC 11 9 MBC,,. 2002 < > < >.. < > < >. 9 5. < > < >. < TV- > < >. - 149 -

. 6.9%, 6.1%, 9.8%.. MBC KBS1, KBS2. 9, 225. 3 < >. < >.. 3 ) SBS SBS,. SBS13 <>12. < > < >, < >, < >. <!!> < >, < > 3. SBS <! > <>. - 150 -

<> < >. < > < >. 3. 81.7% 1.7%. 1.7%., /. /,,. - 15 1 -

. 1.,,,...,,...,.. 1997 7 1,.,,,. 19. - 152 -

. (13-22 ).. TV3,..,....,,,... - 153 -

.,.. 2. 1).. 14-19, 15-19 15-19.,.,.,. 12) 12),, 1999. 12, p.4. - 154 -

2) 2001 6, 13 22,, <! (KBS2)> <(KBS1)>, 2001 6 15-19 10. 13) 10 KBS 1 < >, MBC < > < >, SBS <SBS >, < >, < >, < >, < >, < >, < > ( 1 ).,. < 1> 1 KBS1, /21:45-22:35 2 SBS / 16:00-17:00 3 MBC / 18:10-19:55 4 MBC, / 19:55-20:55 5 SBS / 19:10-20:00 6 SBS /21:55-22:55 7 SBS /22:50-24:05 8 SBS, /20:50-21:50 9 SBS, /21:55-22:55 10 SBS / 10:50-12:00 13) 10 (ACN) MSK. - 155 -

3) (1-10 ). 10 <! >, <>., 10,,. ( ) 5. < 2> - - 10-3. 1) (1) 13 22 18 22 13-156 -

22..( 3, 4, 5) - 1.4%(110 ),.. < (KBS1)> < (KBS2)>. < 3> 7265 (93.6%) 110 (1.4%) 385 (5.0%) - KBS1. - 157 -

< 4> 1 () K B S 1 K B S 2 6 6 30 55 7 35 KBS! 30 25 TV! 00 8 T V 45 50 20 9 KBS 1 9 50 10 00 VJ - 158 -

< 5> 2 () MBC SBS 6 30 15 40 7 8 25! 21 e- 10 00 20 SBS 8 40 45 55 9 MBC 15 50 55 55 10 MBC - 159 -

< 6> KBS 1 KBS2 MBC SBS KBS 1 KBS2 MBC SBS 10 1 1 2 2 3 3 00 SBS 4 4 00 10 KBS MBC 5 5 00! 10 TV 10 00 00 50 SBS 00 SBS 00 10 KBS! 00 MBC 00 6 7 8 00 10 00 KBS MBC SBS 8 6 7 8 10 00 KBS KBS!! 00 00 SBS8 35 50 9 00 35 KBS9 9 00 45 KBS9 60 MBC 50 2580-160 -

< 7> KBS1 605 (30.6%) 780 (39.4%) 595 (30.1%) KBS2 240 (12.5%) 545 (28.4%) 1135 (59.1%) MBC 410 (21.5%) 245 (12.8%) 1255 (65.7%) SBS 345 (17.7%) 310 (15.9%) 1295 (66.4%). KBS2 93.8%, MBC 78.5%, SBS 82.7%. (14 16 ). < 8> KBS1 130 (16.7%) 330 (42.3%) 320 (41.0%) KBS2 15 (2.1%) 30 (4.2%) 675 (93.8%) MBC 120 (16.7%) 35 (4.9%) 565 (78.5%) SBS 120 (16.0%) 10 (1.3%) 620 (82.7%) -. - 16 1 -

2005, 46.2%, ( ) 1080 24.9%. < 9> KBS1 290 (48.7%) 305 (51.3%) KBS2 580 (48.5%) 160 (13.4%) 395 (33.1%) 60 (5.0%) MBC 550 (43.8%) 315 (25.1%) 275 (21.9%) 60 (4.8%) 55 (4.4%) SBS 585 (45.2%) 300 (23.2%) 410 (31.7%) 2005 (46.2%) 1080 (24.9%) 1080 (24.9%) 120 (2.8%) 55 (1.2%). 66.9% KBS1 75.0%, KBS2 68.1%, MBC 58.4%, SBS 69.4%. 20.6%. < 10> KBS1 240 (75.0%) 80 (25.0%) KBS2 460 (68.1%) 120 (17.8%) 95 (14.1%) MBC 330 (58.4%) 120 (21.2%) 60 (10.6%) 55 (9.7%) SBS 430 (69.4%) 130 (21.0%) 60 (9.7%) 1460 (66.9%) 450 (20.6%) 155 (7.1%) 60 (2.8%) 55 (2.5%) - 162 -

.. 19:00-20:00.,... 10..,... - 163 -

2) (1) 10. < > < >, < > < >. 10., 10. 10 7%,, < >, <TV >, <@ >, < > < >. - 164 -

< 11> 2001 6 10 () 1 KBS1, /21:45-22:35 12.2% 2 SBS / 16:00-17:00 10.9% 3 MBC / 18:10-19:55 10.1% 4 MBC, / 19:55-20:55 9.9% 5 SBS / 19:10-20:00 8.6% 6 SBS /21:55-22:55 8.3% 7 SBS /22:50-24:05 8.2% 8 SBS, /20:50-21:50 8.2% 9 SBS, /21:55-22:55 8.1% 10 SBS / 10:50-12:00 7.9% ( 10 ), 10,. (2), 10 6., MBC < >, SBS < > < >, <SBS >, SBS < > < >. < > MBC SBS - 165 -

, SBS,..,,.., /,.,. 45,, (, ).,.,., - 166 -

.,.. ( ),.. < 12> < > (SBS, 6 19 ) < > (MBC, 6 16 ) ( ) 1.,.,.,.,. - 167 -

SBS < > 6 5 3 (2 ),.....,..... - 168 -

< 13> < > (SBS, 6 15 ) < > (SBS, 6 15 )...? 81. < > (SBS, 6 12 ).. ( )...,. <> (SBS, 6 17 ).,. - 169 -

,..,.,,,..,,,. < 14> <> (SBS, 6 3 ) < > (SBS, 6 12 ),... (, ),. (,, ) 3.,,,?.. - 170 -

.,.... < 15> <> (SBS, 6 3 ) < > (SBS, 6 29 ).,, 180....,..,, /.,.,,. - 17 1 -

(, < (MBC)>, )..,. (3 ) (Cultural Bias ) ( ),,,..,..,. 4, MBC < >, KBS1 <>, SBS <> < >. - 172 -

10... < >< >. ( ),. <>,,.,.,. MBC< > SBS< >, (). < > - 173 -

. ().,.,,,,.. ( ),,. < >,..,. - 174 -

., < >.,, (ideal-ich). < > ' ',, ' ' ' '.,,. 4.,,. 10,. - 175 -

. 10.,..,,..,..,.,.,.,,.,,,,.,,,, - 176 -

.,..,,,,., ( )..,,.,... KBS 1 <> KBS 2 < >.., KBS., 5% (, 6 ).,.. - 177 -

,,.,,.....,.,. 13 22,.,.,.,. - 178 -

,.,,,. CSA(Conseil Superieur de L'Aduiovisual ) 1989 10. CSA 1993,,,,,, 10%., NHK. NHK (Program Standards),,..,,,,,.,. - 179 -

.,,,..,..,..,. - 180 -

200 1-1 2001 9 2001 9 923-5 : 3219-5400 FAX : 2649-7312.. (ht t p :/ / www. kb i. re. kr ). R3000- V 00-01010735 - 18 1 -