신문기업의 사회공헌활동에 관한 연구 : 10개 신문에 대한 사회책임지수(NCSRI)를 중심으로 = (A)study on the newspaper corperate social contribution : based on the social responsibility index of ten newspapers

다국어 초록 (Multilingual Abstract)

A newspaper corporation lies under the category of other economic ones. in a meaning that the newspaper corporation sells goods(newspaper) in the market(subscribers' market. advertisement market), and does business activities, bearing the margin in mind. From this point of vies, this thesis intends to study what elements Newspaper Corporate Social Responsibility consists of and how the consumers recognize according to each newspaper corporation and its scale. And also designed to calculate Newspaper Corporate Social Responsibility Index by measuring the users' recognition evaluation about the social activities that newspapers practice and the importance that the users judge about Newspaper Social Responsibility factors.
For the collection of the data necessary for this thesis, the survey method distributing the systematic enquete was used, and so was Quota sampling considering the ages. There was a distribution of 600 copies allocated to 20s, 30s and 40s each by 200 copies. The objects of the investigation were restricted to the adults of Seoul and Gyeong-gi Province accessible to all ten sorts of newspaper. The inquiry period was two weeks from 14 to 26, February, 2005. The 535 copies among 600 were made use of for the analysis except for the insincere or not-collected inquiries.
The analysis results as follows.
First, as a result, the evaluation compared with how well Social Responsibility activity is in general conducted, The Joongang Daily was estimated as M=4.36, which showed The Joongang Daily as the generally best performer of social Responsibility Next, Dong-A(M=4.26), Hangyeorae(M=4.25), Segye Ilbo(4.15), Chosun(M=4.12), Munhwoa(M=4.03) etc were relatively appraised positively. Conspicuously, the index of The Chosun-Social Responsibility was lower than that of each Hangyeorae or Segye Ilbo, In other words, it suggested that the consumers' acknowledgment for Social Responsibility was falling.
Second, as a result of researching the documents related to Newspaper Corporate Social Responsibility, three dimensions; the essential Social Responsibility occurring from the business sides of newspaper companies, the Cultural Social Responsibility currently carrying out in many ways, and the Social Responsibility Arbitration etc negotiating and spreading the social responsibility of the Corporation were to be found. Thus in order to find if these three factors are substantially the component parts and how the density of each factor was, factor analysis was made. As a result of the analysis, the mediation factor expanding the corporate social responsibility was at large the most important, subsequently followed by the essential factor, and the cultural in order.
Third, paired sample T-test for major or minor newspaper corporation estimates was conducted with a view to survey the differences between the groups in comparison to the values of the social Responsibility of major Newspaper Corporations such as Chosun, Dong-A, Joongang Daily etc depending on the newspaper sale scale and of minor seven newspaper corporations. As a result, it showed that there was a relative difference between a major newspaper corporation and a minor newspaper one in relation to the cultural factor. This is the reason why the more capital the major newspaper corporation, the more scale its cultural activity becomes and even to the readers the more visible its effect is.
Fourth, the influential power of the fifteen elements of the individual Social Responsibility for its appraisal was investigated, For this, Multiple Regression Analysis was carried out on the basis of social responsibility as subordinate variable; fifteen elements as independent variable. As the result, the items that belongs to the arbitration fact shows relatively strong positive influence. that is to say, As newspaper corporations enlarge their social responsibility program, public campaign, and social volunteer work positively, they have a reputation for performing social responsibility well. The analysis result like this says that the essential function of media is an arbitration one. Although it is important for newspaper corporation to do directly culture, sports and volunteer work, it is natural that newspaper corporation should publicize, arbitrate, and diffuse so that a lot of individuals and groups in society may do social responsibility.
Fifthly, the values weighted for the social responsibility evaluation of ten newspaper corporations was productive of NCSRI. In comparison with the indexes of 10 newspaper corporations and their social responsibilities as follows. To begin with, The Joongang Daily marked 56.37 points, the highest index as newspaper corporation social responsibility, followed by The Dong-A Ilbo, 54.10 points, The Chosun Ilbo, 53.49, which showed the top placement of major-level newspaper corporations. It can be inferred that in this connection, scale of newspaper corporation social influence or visibility of activity have an effects upon the subscribers' recognition for newspaper corporation social responsibility. Next The Segye-Ilbo scored 52.92 points above the average 51.31 of here 5 newspaper corporation the fourth highest of all ; the highest of seven minor newspaper corporations followed by The Hangyeorae(52.45), The Munhwoa Ilbo(50.59).
Compared with the social responsibility index of newspaper corporation and their respective sale sum, major newspaper corporations, Joongang Daily, Dong-A Ilbo, Chosun Ilbo have high values of both sale sum and NCSRI, and despite the low sale balance of minor newspaper corporations, Hangyeorae, and Segye Ilbo, it can be found that they have high NCSRI, It is prevalent that the responsibility can rest on the intensity of responsible consciousness of internal notarization and social responsibility according as how much newspaper corporation as a public organization is faithful to the original functions, though the scale is minor than an opinion that major newspaper corporation can practice even more social responsible activity only because of major newspaper corporation.

목차 (Table of Contents)

• 목차
• 1장 서론 = 1
• 1절 문제제기 = 1
• 2절 연구목적 = 5
• 2장 이론적 배경 및 문헌고찰 = 8
• 1절 기업의 사회적 책임 = 8
• 1. 기업의 사회적 책임 개념 및 관점 = 8
• 2. 기업의 사회적 책임의 역사적 발달과정 = 11
• 3. 기업의 사회적 책임 모델 = 14
• 4. 기업의 사회적 책임의 통합적 모형 = 26
• 5. 기업의 사회공헌활동 현황 = 29
• 6. 기업의 사회공헌활동의 유형 = 30
• 2절 신문기업의 사회적 책임과 사회공헌활동 = 34
• 1. 신문산업의 특성 및 문제점 = 34
• 2. 신문기업의 사회적 책임에 대한 고찰 = 35
• 3. 신문기업의 사회공헌활동 형태 = 44
• 4. 신문기업의 사회공헌 활동의 역사적 고찰 = 47
• 5. 신문기업의 사회공헌활동 현황 = 53
• 6. 한국 신문기업의 사회적 공헌활동 구성요인 = 66
• 3장 연구문제 및 연구방법 = 69
• 1절 연구문제 = 69
• 2절 연구방법 = 71
• 1. 분석대상의 선정 = 71
• 2. 사전조사 = 72
• 3. 주요 변수의 조작적 정의 및 설문 구성 = 74
• 4. 표집방법 및 자료수집 = 79
• 5. 자료분석 방법 = 80
• 4장 연구결과 = 81
• 1절 기초통계 = 81
• 1. 인구통계학적 특성 = 81
• 2. 신문기업별 사회공헌활동 평가 기술통계 = 82
• 3. 사회공헌활동 요인별 10개 신문기업 비교 = 95
• 2절 연구문제의 결과 = 111
• 1. 연구문제1 : 신문기업의 사회공헌활동 요인분석 = 111
• 2. 연구문제2 : 신문기업의 사회공헌활동 영향력 분석 = 122
• 3. 연구문제3 : 신문기업의 사회책임지수(NCSRI) 산출 = 129
• 5장 결론 = 146
• 1절 요약 = 146
• 2절 논의 및 결론 = 155
• 3절 한계 및 제언 = 162
• 참고문헌 = 164
• 부록 = 170
• ABSTRACT = 185