지역언론 시장의 변화와 광고 시장의 전망 및 개선 방향

김덕모 ( Dug Mo Kim ),안주아 ( Joo Ah Ahn ) 한국커뮤니케이션학회 2004 커뮤니케이션학연구 Vol.12 No.4

지역신문의 기사 및 광고의 특성에 관한 연구 : 전남일보 사례분석 Rocused on the Jeonnam Ilbo

김덕모 ( Dug Mo Kim ),안주아 ( Joo Ah Ahn ) 한국지역언론학연합회 2004 언론과학연구 Vol.4 No.3

지역신문 지원제도의 정책목표와 평가 모델에 관한 연구

김덕모 ( Dug Mo Kim ),우희창 ( Hee Chang Woo ) 한국지역언론학회 2008 언론과학연구 Vol.8 No.4

This study examines the supporting system of local newspapers and its policy assessment model, and also offers the way to improve its overall policy. This study is important because it is the first attempt in Korea to evaluate the policy assessment model in supporting local newspapers. Currently, the supporting system is an independent funding model in terms of managing its fund, a direct support model in its form, and a selective support model in its method respectively. The result shows that this type of supporting system has a certain merit in achieving its goals in terms of journalistic and managerial aspects. However, the system requires far more focused and intensive supporting policies to alleviate the tendency of oligopoly by a few influential newspaper conglomerates, that has been the most crucial issue in the Korean newspaper market recently. Furthermore the system requires stronger policy measures as an alternative for the highly competitive market structure, such as distributing the govern-mental advertising selectively. The role distribution between the various supporting institutions and the consistency of policy will be another critical issue. There is a certain limitation in evaluating the funding system in Korea since it merely utilizes a goal-oriented model and a broad evaluation model. Although the Local Newspaper Development Committee set the credibility and satisfaction of local newspaper as evaluating index, this may not be suitable for assessing the wide variety of public opinion, balanced local development and the improvement of local democracies. This study thus suggests that the assessment model should incorporate the market share index to supplement the credibility and satisfaction index in order to properly assess the increasing plurality of the public opinion. In addition to this, the study also found that the model has a limitation in evaluating the direct impact to see the improvement of managing environment. Finally, the study raises an issue that the credibility and satisfaction index are only useful in assessing a single newspaper, while they significantly lack effective measures to compare the newspaper companies with the governmental support and the companies without it. Therefore, we suggest that a new model replacing an unrealistic policy evaluation model is necessary.

지방자치단체의 지역신문 지원조례 추진에 관한 연구

김덕모 ( Dug Mo Kim ),강철수 ( Chul Soo Kang ) 한국지역언론학연합회 2012 언론과학연구 Vol.12 No.2

본 연구는 최근 각 지방 자치 단체를 중심으로 추진 중인 지역신문 지원조례의 현황과 문제점을 분석하여 바람직한 추진방향을 모색하는데 목적을 두고 있다. 각 지역에서 지역신문 지원조례 제정의 필요성에 대한 논의가 이루어지게 된 배경은 「지역신문발전지원특별법」이라는 법적, 제도적 측면의 요인과 지방 언론의 활성화가 지방자치 발전과 지역발전과 밀접하게 연관되어 있다는 인식에 바탕을 두고 있다고 할 수 있다. 본 연구에서는 첫 번째, 지역신문의 경쟁력을 강화하고 지역발전과 연관시키기 위한 조례의 내용과 지향점은 어떠해야 하는가? 두 번째, 각 지역별 지역신문 관련 조례 추진 현황 및 차이점은 어떠한가? 라는 문제를 중심으로 연구하였다. 이를 위하여 본 연구에서는 지역신문 위기의 원인을 진단하고 지역성의 강화를 통한 경쟁력 강화 방안과 관련된 기존의 연구와 지역신문 지원제도와 법의 제정 필요성을 강조한 기존 연구들을 검토함으로써, 2004년 제정된 「지역신문발전지원특별법」을 보완하는 차원에서 추진 중인 각 지방자치단체의 지역신문 지원조례 제정 필요성의 학문적 근거를 확보하였다. 이를 위해 지역신문 관련 조례 제정의 내용과 지향점 등을 분석기준으로 하였다. 이는 수용자 중심의 새로운 저널리즘의 가능성으로 구체적으로 수용자 지원과 구독자 지원을 살펴보았으며, 공익적 책임과 독립성의 유지, 홍보예산의 운용과 기금의 설치, 지원대상의 지원기준상향과 지원매체의 범위로 하였다. 분석결과 비교를 보면 각 지역별 조례안은 조례의 명칭, 위원의 구성 및 추천방법, 사무국 운영 방안, 지원 대상 매체의 범위, 지방자치단체의 책임여부, 기금설치 여부, 수용자, 구독자 지원여부 등에서 차이가 있는 것으로 나타났다. 바람직한 지역신문 지원조례의 추진방향은 지역신문이 지역의 특성과 지역민의 뜻을 반영하고 지역민이나 시민의 이익을 대변하는 공론장의 기능을 할 수 있도록 경쟁력을 강화하는 데 두어야 함을 보았다. 즉 수용자 중심의 지원 강화를 위해 독자중심의 ``구독료 지원제도``의 정착과 ``우수한 지역밀착형 콘텐츠`` 보도에 대한 지원을 강화하고 정치적으로 독립적으로 운영되고 지역토착세력과의 유착관계 없는 ``독자성을 확보하는 위원회``의 구성과 ``기금의 설치`` 및 ``독립적인 사무국``의 운영방안을 제시하였다. 결론적으로 지역신문관련 조례는 난립구조로 왜곡되어 있는 지역신문 시장 구조를 개편하고 지역신문 저널리즘 기능을 정상화하기 위한 지역신문 개혁의 방안이 되어 지역신문시장의 정상화에 기여하여야 한다. 그런 의미에서 지역신문 지원 조례는 수용자 중심의 지원 방안을 담아야 하며 지나치게 서두르지 않고 충분히 논의함으로써 지역신문 지원조례의 필요성에 대한 지역사회의 공감대를 확산하는 것이 중요하다. The purpose of this study is, by analyzing the current situations and problems of regulations of supporting local newspapers which is recently carried out by various local governments, to seek for desirable directions for its future improvement. There are two main reasons for the discussion on the necessity of enacting regulations of supporting local newspapers by various local governments. One reason is based on the legal and institutional dimension following the enactment of "the special law of supporting the development of local newspapers". The other one is based on the recognition that the stimulation of local media is closely related to the development of local autonomy and regional development. This study emphasizes on two issues. First, in order to improve local newspapers` competitiveness and connect it with regional development, what would be the content and intention of the regulations? Second, by the premise that local newspapers represent public interest, what is the current situations and differences in promoting regulations of supporting local newspapers by different regions? By examining previous studies that analyzed the reason for the crisis of local newspapers and identified the means of improving competitiveness by strengthening local ties, and studies that emphasize the necessity of enacting regulations or laws of supporting local newspapers, this study is to secure academic grounds for the necessity of enacting regulations of supporting local newspapers by local governments as a complementary measure for "the special law of supporting the development of local newspapers" that was established in 2004. For this, the criteria of this analysis are set to be the content and intention of regulations related to local newspapers. We specifically examine the support for audience and readers as a new audience -centered potential journalism, and covered the responsibility of public interest, sustainability of independence, budget operation of publicity activities, establishment of funds, improved standards of selecting newspapers, and scope of supporting media. The result of this analysis shows that there are differences by various local governments in the titles of regulations, composition and recommendation method of committee members, operational plans of executive offices, scope of supporting media, responsibility of local government, establishment of funds, support for audience and readers. The desirable direction in promoting the regulations of local newspapers is to reflect local characteristics and local people`s will, and to improve competitiveness so that it should become the public place to discuss or speak for the will of local people. That is, in order to strengthen audience-centered support, this study proposes the establishment of reader-centered "subscription subsidy policy", increasing support for reporting "excellent local news", politically independent operations, foundation of "autonomous committee" that has no relationship with local powers, establishment of funds, operations of "independent executive offices". In summary, regulations related to local newspapers should aim to restructure distorted market structure of local newspapers, become a reform plan to normalize the functions of journalism, contribute to the normalization of local newspaper market. In this sense, regulations of supporting local newspapers should include audience-centered support plan and carry out in-depth review of the plan. Thus it is important to create a common understanding within local society about the necessity of the regulations of supporting local newspapers.

민선자치단체의 행정홍보 실태와 개선 방안에 관한 연구

김덕모(Dug Mo Kim) 한국PR학회 2001 PR연구 Vol.5 No.2

This study focuses mainly on the possible solutions for the issues raised by reviewing the current realities and situations of local autonomy in the field of administrative public relations. Beyond the content analyses on news reports and publicity materials, a survey on the public of the target district were conducted to find the satisfaction level of information provided by administrative services. In-depth interviews on public servants and journalists were additionally carried out. The results show that the publicity is major means of administrative public relations. And the information delivery systems such as home-page are strongly recommended to be improved to satisfy the public need. Author argues that the official public relations works cannot be misued as personal publicity channels of District Head by spending official budgets. Strategic public relations program and better Cyber communication are also suggested.

지방분권과 지역언론 활성화방안 연구

김덕모,조용철 호남대학교 2005 호남대학교 학술논문집 Vol.26 No.1

According to the launching of participation government, decentralization of power and balabced development of land are uprised as a vital national agenda and diverse discussions are under way actively. Meanwhile evils of localism and Seoul-Metropolitan area based national development strategies put the local far away. So the sense of alienation of local reached the top of a boiling pot. The government of Ro Moo Hyun's plan for decentralization of power and balabced development of land cast a vision of revolutional change in the field of all arena such as politics, economy, society and culture. For that reason, local newspaper (which is the locomotive of local development) is said that he has to be changed more dynamically than ever before. Sprouting of colorful discussions about decentralization of power and measurements of the vitalization of local newspaper after the launching of participation government attribute to that stream. These discussions include institution practices which is accumulated during so many years, changes of media environment and awakening of local pressmen and residents. Now local press is cinfronted with serious agony whether they are making a role of agenda setting for decentralization of power and balanced development of land. In this respects, Gwangju-Jeonnam based newspaper's first page change (top news of each news paper is different from another newspaper) is accepted as positive which reflect the diversitied of society, But critic criticised megative aspects that diversity does not reflect many color of market of public opinion but promotes the disintegration of public opinion. This study aims at trying to find a solution to a problem of what is the better way and measurement to reform local newspaper. To find a solution to a problem, bibliographic research and statistical analysis approach are used here.

디지털 방송시대의 지역방송의 활성화 방안

김덕모 호남대학교 2003 호남대학교 학술논문집 Vol.24 No.1

The purpose of this study is to find how to activate local broadcasting in this digital broadcasting era. First, to revitalize local broadcasting system which is facing a dire situation, the government should take its situation into consideration in their policy making. Second. Through the cooperation among local broadcasting systems, they have to improve their programs in terms of their quality and quantity. Third, each local broadcasting system should focus on developing certain programs in which they presents their own regional characteristics. Fourth, each local broadcasting system should focus more on upgrading its own image. Fifth, each local broadcasting system also should consider how to utilize one well-developed content into multiple uses. In this rapidly changing broadcasting environment, each local broadcasting system should take proper actions by finding out the causes of its own crises based on accurate analysis. This is the sole way to do its duty for locals while its role is getting more and more significant in the time of municipalism.