漢江 水質保全 行政에 관한 冊究

金光協(Kwang Hyop, Kim) 한국환경보건학회 1984 한국환경보건학회지 Vol.10 No.2

Th.is thesis purports to overview the diverse administrative and organizational factors and plannings developed by the government organizations. municipal or otherwise. to taekle the Han River water pollution issues in the past years. This thesis also looks into the ever-worsening Han River water pollution problems. in particular, in terms of the various government plans ostensibly designed to reduce the pollution level but with little success. AlsCl dealt with are the efficiencies with which the laws and decrees on watér pollution the administrat;ve organizations put to use in the prosecution of the diverse antiwater poJlution projects invol ving the Han River basin. From the early 1960 s up to the 1970 ’s the government had concentrated on the growth-oriented economic policy with the result that little attention had been paid to the water pol1ution and other environmental issues that are bound to arise from the massive economic growth. Belatedly , the five -year Han River Development Project was initiated in 1982 with emphasis on reducing the water pollution level at Han River to the mmlmum. The fol1ow ing are the gists of the thesis and recommendations for the future antiwater pollution pltlns by the admínistrative organizatíons ; 1. Documents to date indicate that the irrigation projects along the Han River area had been the main focus of attentlon during the Yi Dynasty and under the Japanese rule of the country. 2. Despitε that the water pollution issue became thH subject of many debates among the academic and research institutions in the 1960 ’ s and in the 1970 ’ s , the administrative organizations in charge of the Han River water quality control failed to come up with a concrete plan for the river ’s water quality control. 3. Nevertheless , the water pollution of the Han River area in fact began in the 1950’s , with the unprecedented concentration into Seoul of population and the industrial facilities on a larger scale, in particular, enforced by the government ’s strong growthoriented policy in its Economic Development plans in the 1960 ’ s. 4. Starting in the 1960 ’s , the Han River water pollution level dramatically increased, but the government was reluctant to promulgate or put into effect strong measures to curb the many factors contributing to the river water pollution, thus worsening the environmental issues along the Han River basìn. 5. The environmental protectìon law and other laws and decrees relatìng to the antìwater and air pollution issues that were subsequently put into effect underwent so many changes that effìcìent anti -water pollution policìes could not be effected for the Han River basin. The frequent organizatìonal reshuffle within the admìnistratìve units concerned with environmental problems has resulted in the undue waste in personnel management and finance. 6. The administration on the environmental protection could not be effìcìently carrìed out due to the organizatìonal overlapping. U nder the exìstìng law , frequent organìzatìonal frìctions and ìnefficiency are bound to occur among the ∞ntral government offices themselves , as well as between the central government and the Seoul city ad - ministration, and among the city’s administrative offices over the conservation of the Han River basin and over the river’s anti -water pollution issue. 7. ln the planning and prosecution of the Han River project , political influences from the president down to the lower-level politicious appear to have been involved. These polìtical ìnfluences in the past had certainly had negative influence on the project , nevertheless, it appears that in the recent years, these political ìnfluences are not all that negative 1ll view of the fact that they serve as a posìtive contributing factor

통제 가능한 외부요인을 이용한 광고효과 모형 제안: 광고 길이, 광고 빈도수, 광고 혼잡도를 중심으로

김광협 ( Koang Hyub Kim ) 한국지역언론학연합회 2007 언론과학연구 Vol.7 No.2

어떤 요인이 광고효과를 높이는 데 이바지하는가 하는 질문은 광고 제작이나 집행에서 중요하게 고려되어야 한다. 많은 연구와 다양한 기술의 발전에도 이 질문에 대한 포괄적이고 실제적인 대답을 찾기는 어렵다. 따라서 이 연구의 목적은 기존의 연구에서 제시된 여러 가지 요인들로 포괄적인 모형을 개발 검증하는 것이다. 또한, 유효도 검증에서 한 단계 더 나아가 개별 요인의 효과크기를 비교하여 실무에 보탬이 되고자 한다. 구조모형방정식(Structural Equation Modeling)의 모형적합도를 이용하여 최선의 모형을 제시하였다. 검증되는 모형은 특정 길이의 광고 빈도수(15초, 30초, 45초, 60초, 90초), 선행 혹은 후행 광고(혼잡도와 광고위치 효과를 포함하는 변인)를 외부 변인으로 하고, 유머와 유명인의 사용 여부를 내부 변인으로 하며 통제 변인으로는 방송연도와 제품 유형을 사용하였다. 광고효과를 나타내는 종속변인으로는 수용자의 재인, 회상, 선호도와 이 셋을 이용한 합성 변인들이 사용되었다. 최선의 모형으로는 선호도와 기억변인을 종속변인으로 하고 외부적인 요인을 독립변인으로 하는 모형이 결정되었다. 모형을 결정한 후, 각 요인의 광고효과 크기를 비교 설명하고 실무에 쓰일 수 있는 제안을 제시하였다. The most important question in the advertising field would be which factors are important in improving advertising effectiveness. With enough number of studies, it is not clearly answered yet. The purpose of this study is to develop and test various models explaining advertising effectiveness with external, internal and control variables. The goodness and stability of the proposed model are evaluated by regression and structural equation modeling. In these models, several external variables are included for better explanation of advertising effectiveness including frequency of specific lengths (15-, 30-, 45-, 60-, and 90-seconds) and the number of preceding and succeeding advertisements(clutter and serial order). In addition to external variables, the use humor and celebrity are included as internal variables. Control variables are broadcast years, product categories. Dependent variables include the audiences` recognition, recall, and liking of advertisements, and the composite measures of them. The best model is the one with liking and memory as dependent variables and external factors and liking as independent variables. After interpreting and discussing the results, practical implications and suggestions were provided.

독점적인 정부광고 대행제도의 합리적 해결을 위한 연구

김광협(Kim Koang-hyub) 계명대학교 사회과학연구소 2010 한국사회과학연구 Vol.29 No.1

Facing radical change including the introduction of new media and recent economic slump in advertising environment, everyone in advertising agrees to the necessity of improving advertising system. Among those necessities, the monopolistic advertising system is the main topic in the advertising industry. Government advertising system is the one practiced exclusively without the reasonable base. In this study, solutions for this monopolistic system will be discussed based on the rationality and necessity. In the view of rationality, monopoly excluding competition should be improved. Also, in the view of necessity, stall advertising industry need this government advertising share. More concrete solutions would be limiting government advertising range and changing the current system in stages with enough time.

케이블 TV 어린이광고 규제 연구

김광협(Koang-Hyub Kim) 충남대학교 사회과학연구소 2010 사회과학연구 Vol.21 No.4

파일공유 서비스와 인터넷 음악 저작권의 인식에 대한 연구

김왕석(Wang-Suk Kim),성동규(Dong-Kyoo Sung),김민정(Min-Jung Kim),김광협(Kwang-Hyub Kim) 한국언론학회 2005 한국언론학보 Vol.49 No.1

국가와 기업의 소프트파워를 연계한 효율적 커뮤니케이션 방안모색

진용주(Jin, Young Ju),김광협(Kim, Gwang Hyep),박창일(Park, Chang Il),황성분(Hwang, Seong Boon) 계명대학교 사회과학연구소 2014 한국사회과학연구 Vol.33 No.2

This study aims to analyse the key image factors of global communication activity and to find the efficient ways for Nation and Global company to communicate with the local country. This research largely reviewed 3 parts of communication fields to find the solutions. That is to say, ‘the conceptual and operational definition of soft power and importance of soft power’, ‘the current status of Korea’s national brand and the connecting situation of Nation and global company for global communication’, ‘the soft power factors which Chinese think about Korea and Korea companies’. The research results were as follows. First, soft power, which are ethical principle, persuasive manner and cultural contents, is more important communication factor than hard power, which are economic scale and military power, for Nation and global company to persuade regional consumer. Second, the importance of National brand, which strongly support the global companies’ credibility to local people, became much higher than any other previous economic ages. Especially Korea’ National brand power has rapidly increased due to K-POP, TV-CM drama, international sports celebrities. For these reasons, Korea’s global companies should consider the uses of National brand image on the contrary. Third, the soft power which Chinese think about Korea was K-POP, TV DRAMA, Movie & TV stars for Korea, and ICT technique, strong brand preference for SAMSUNG.

청년실업에 대한 창의적 대안, 학교기업에 대한 수용자 반응 사회과학분야 광고홍보전문 학교기업에 대한 사례연구

진용주 ( Young Ju Jin ),김광협 ( Gwang Hyep Kim ),박창일 ( Chang Il Park ) 한국PR학회 2014 PR연구 Vol.18 No.2

School based enterprise(SBE) aims not only to give the students opportunities to practice practical work but also to contribute regional society to support small/middle companies. SBE specialized PR/ Advertising is doing business regarding internal communication for University, marketing consulting for regional companies, and supporting city marketing for regional community. This study has verified the differences of stakeholder’s responses about SBE’s activities. The dependent variables which were used in this study are corporate reputation, social connectedness, and attitude towards corporate. The research results showed that company managers were higher than college students in terms of corporate values, but college students were higher than company managers in terms of attitude towards corporate. Other result showed that the ranking was internal communication, supporting city marketing, and marketing consulting in terms of SBE’s activities. Another result showed that the ranking was company managers, college students, and internal employees in terms of stakeholder’s responses.

국가 브랜드파워를 활용한 기업커뮤니케이션이 현지국가 소비자에게 미치는 효과: 중국지역에 대한 한국기업의 글로벌 커뮤니케이션을 중심으로-

진용주 ( Young Ju Jin ),김광협 ( Gwang Hyep Kim ),박창일 ( Chang Il Park ),황성분 ( Seong Boon Hwang ) 한국지역언론학회 2015 언론과학연구 Vol.15 No.2

과거 국내의 대기업들은 글로벌 마케팅에서 국가브랜드파워를 활용하는 것을 기피하는 경향이 많았다. 그러나 최근 대한민국의 위상은 과거의 수준과는 다르게 한층 높아진 상황이다. 본 연구는 한국기업의 글로벌 커뮤니케이션에서 국가브랜드파워를 활용한 기업커뮤니케이션 활동이 현지국가 수용자반응에 미치는 효과를 살펴보고자 하였다. 독립변수는 순수 기업이미지 광고, 국가브랜드파워 혼합형 기업이미지 광고의 2가지 유형을 통하여 차이를 비교하고자 하였다. 종속변수는 광고태도, 기업태도, 제품구매의도로 설정하였다. 조사응답지역은 최근 대한민국의 최대 경제교역국인 중국을 대상으로 하였다. 연구결과, 첫째, 글로벌 커뮤니케이션 활동에서 순수 기업이미지 광고와 국가브랜드파워 혼합형 기업이미지 광고에 대한 수용자반응의 비교에서 광고태도, 기업태도, 제품구매의도 모두에서 통계적으로 유의미한 수준에서 국가브랜드파워 혼합형 기업광고가 높게 나타났다. 둘째, 성별에 따른 광고태도, 기업태도, 제품구매의도를 비교한 결과, 통계적으로 유의미한 수준은 아니지만 남성이 여성보다 전반적으로 높게 나타났다. 셋째, 광고유형과 성별에 따른 소비자반응의 상호작용효과는 나타나지 않았다. 본 연구결과로 판단해 보면, 대한민국 국가브랜드 파워가 대기업들의 글로벌 커뮤니케이션에 긍정적인 후광효과를 제공하고 있는 것으로 생각된다. 본 연구결과에 대한 학술적, 이론적 함의들이 논의되었다. This study aims to verify the effect of the corporate communication activity which combined national brand power together on the local country residence responses. The independent variables are 2 different types of advertising used brand power. That is to say, solo corporate image advertising, corporate image advertising mixed with national image. The dependent variables are attitude toward advertising, attitude toward company, purchase intention. The research results are follows. First, there was significant difference between solo corporate image advertising and corporate image advertising mixed with national image. That is to say, corporate image advertising mixed with national image was higher than solo corporate image advertising in terms of 3 variables, attitude toward advertising, attitude toward company, purchase intention. This result showed that Korea``s national brand power has been rapidly increased comparing past 2000s situation which national image was so low qualitative and low credible that not so good impact on global corporate brand on the contrary. The research result showed that the power of Korea``s national image increased as much as the power of corporate image. And even though corporate image advertising mixed with the national image was higher than solo corporate image advertising, global company should consider in detail concerning using national brand power in terms of its brand identity.

학교기업활동에 대한 이해관계자 반응

진용주(Jin, Young-Ju),김광협(Kim, Gwang-Hyep),박창일(Park, Chang-Il) 사회적기업연구원 2013 사회적기업연구 Vol.6 No.2

심리생리학적 측정방법인 안구추적을 이용한 한국과 미국의 광고 연구 분석

이시훈(Si-Hoon Lee),김광협(Koanghyub Kim),안주아(Jooah Ahn),정일형(Ilhyung Jeong) 충남대학교 사회과학연구소 2012 사회과학연구 Vol.23 No.2