한국신문의 대기업 보도 연구

다국어 초록 (Multilingual Abstract)

This research was aimed at analyzing the coverage of corportions in three major Korean newspapers, such as Joong-ang, Dong-a and Chosun Ilbo(daily newspaper). This analysis was then compared to the survey of excutives in charge of public relations in the thirty largest corporations on what they thought of the three papers' coverge.
The first topic of research looked into whether each paper differed in the frequency and amount of coverage of corporations according to their size.
After analyzing the three papers, it was found that from March to April 1967, Joong-ang Ilbo reported most frequently with 159 times, followed by Chosun Ilbo with 129 and finally by Dong-a Ilbo with 102 times. In comparing the amount of coverge measured by the whole lengths of headlines, Joong-ang also came up top, with the longest headline lengths at 1831 cm, followed by Chosun at 1385 cm and by Dong-a at 1168 cm. The similar result was shown when public relations excutives, professional audiences of the media were surveyed.
The executives of 26 corporations picked out Joong-ang as the paper which covers most corporation news. Executives from three corporations chose Chosun and none chose Dong-a.
Questions two and three dealt with whether a paper which has certain capital relations with a specific corporation would be more likely to give more coverage of that corporation; a good example being whether Joong-ang Ilbo covers more Samsung Group news than Dong-a or Chosun.
The analysis showed that all three papers reported Hyundai Group and Samsung Group, which are the first and second largest among corporations, the most often. Joong-ang reported 21 articles on Samsung and 17 on Hyundai.
Chosun covered 19 Hyundai articles and 17 Samsung articles while Dong-a reported 14 articles on both these corporations.
Besides the number of articles reported, when the percentage of the coverage of each corporation among whole corporation news was scrutinized, Dong-a acored the highest coverage of Samsung news which was followed by Joong-ang and Chosun. The percentage of the numbers of Hyundai-related news among the overall business news was ranked in the order of Dong-a, Chosun and Joong-ang. The percentage of the amount of Hyundai news, Chosun was first to be floowed by Dong-a and Joong-ang. The survey result of public relations personnel of corporations indicated that large numbers thought the specific paper covered more on the concerned corporation.
The executives from 21 corporations believed Joong-ang covered more Samsung-related articles than other papers. The executives from six dcorporations replied that Chosun frequently reported LG and those from three corporations answered that Dong-a favored Hyundai. Personnel from three other corporations responded that Dong-a covered LG more.
In conclusion, apart from the actual frequency and amount of corporations news, those who were surveyed felt that Joong-ang and Sumsung had a certain relationship even in news coverage.
Although the impression that the audience has in mind is, to an extent, close to reality, one cannot conclude that it is reality itself.
It shows that even the efforts of Joong-ang's gatekeepers and the changed principle of the paper didn't affect the audiences' past impression about Joong-ang's favorable coverage of Samsung that had been going on for quite a few years due to their certain capital relationship.