IMPLICATIONS OF NEW TECHNOLOGIES IN NEWSPAPER AND TELEVISION

신호창(Ho Chang Shin) 전북대학교 사회과학연구소 1989 지역과 세계 Vol.16 No.-

고령화 사회 대비 효과적 고용정책 커뮤니케이션 프로그램 개발을 위한 토대연구: 연령대별 인식차이를 바탕으로

신호창 ( Ho Chang Shin ),노형신 ( Hyung Shin Noh ) 한국커뮤니케이션학회 2010 커뮤니케이션학연구 Vol.18 No.1

본 연구는 고령화 사회에서의 효과적인 고용정책을 위한 캠페인 제안을 위해 첫째 연령대별 개인의 삶에 대한 인식 및 행동에 대한 조사를 통한 연령대별 성향 분석, 둘째 중·고령자의 노동에 대한 연령대별 인식 차이 분석, 그리고 근로에 대한 연령대별 인식 차이 분석을 하였고, 이를 토대로 우리나라에서의 효율적인 고용정책의 수행을 위한 세대별 커뮤니케이션 캠페인을 방향을 논의하고자 하였다. 조사 대상은 서울지역 600명을 대상으로 2006년 10월에 실시하였고, 연령설정은 5개 연령층(20, 30, 40, 50, 60대 이상)으로 구분하여 각 연령대별 120명씩을 대상으로 실시하였다. 총 응답자 612명 중 25명의 부실한 응답을 제외하여 자료분석에 사용된 응답자는 총 587명이었다. 분석결과, 첫째, 삶의 욕구에 대한 연령대별 인식 차이에서 모든 연령대가 기본욕구 단계보다는 사회적 성공이나 자아실현의 욕구 단계를 더 중요하게 생각하고 있었으며 욕구의 정도가 욕구단계가 올라갈수록 높게 나타났다. 둘째, 연령대별 인식차이를 보니, 사람들은 일하는데 있어서 나이를 중요한 변수로 생각하지 않는 것으로 나타났다. 셋째, 중·고령자의 서비스직 종사에 대한 연령대별 인식차이를 살펴보면, 전반적으로 50, 60대의 서비스직 종사에 대해 부정적 인식을 가지고 있는 것으로 나타났다. 넷째, 근로 가치에 대한 인식에 있어서는 나이가 들수록 노동에서 얻는 물리적, 심리적 가치에 대해 더 차이가 없다고 생각하며, 특히, 40대, 50대, 60세 이상이 20대와 비교하여 유의미하게 더 차이를 두지 않는 것으로 나타났다. 그리고 연령층이 높아 질수록 안정적인 직업에 대한 선호도가 높게 나타났다. 또한 모든 연령대에서 60대 이후의 노동환경에 대하여 부정적으로 생각하고 있음을 알 수 있었다. This study is designed to study the issues related to the communication for employment policies in the aging society. It analyzed each age category`s views and behaviors on individual life and analyzed the differences between each age category`s point of view about labor and especially labor of the old. The survey had been conducted in October, 2006 for 600 people in Seoul, and the age group is divided from twenties to sixties conducting each group of 120 people. The total respondents used for this study are 587 people excepting 25 respondents of poor answers among 612 respondents of the total. The result of analysis is as following: Regarding the aspects on the cognitive differences of age group, all age groups think career success or self-realization in a hierarchy of needs are more important than basic needs, and the degree of needs is much higher as a hierarchy of needs goes up. Regarding the aspects on the cognitive differences of age group between age and occupation, people do not consider age important. Related to the aspects on the cognitive differences of age group about middle and old age engaged in a service industry, there is negative perception about fifties and sixties engaged in a service industry. Finally, there is no difference between physical and psychological values with ages in the cognition on the value of work. Especially, forties, fifties and sixties think that there are no significant differences comparing to twenties. Besides, preference for stable occupation is high as people gets older, and also all age groups consider working condition after their sixties negative. Suggestions are discussed based on these findings for accomplishing the effective employment policy in aging society of Korea.

사내커뮤니케이션과 구성원 정서적, 자주적, 변화참여 열의와의 관계 연구

신호창(Shin, Ho-Chang),송주현(Song, Ju-Hyun) 한국정치정보학회 2015 정치정보연구 Vol.18 No.2

본 연구는 현대 경영에서 중요시되는 소통과 그 동안 커뮤니케이션학에서는 잘 다루어지지 않았던 열의(engagement)의 개념에 주목하여 사내커뮤니케이션과 구성원 열의와의 관계를 통합적으로 고찰하였다. 이를 위해 실무 종사자 약 300여 명을 표집하여 서베이 연구를 실시하였으며, 본 정량적 연구결과를 보강하고 변인간의 관계를 심층적으로 이해하고자 사내커뮤니케이션과 밀접한 직무를 수행하는 국내 유수 기업의 홍보, 인사, 기업 문화 담당 실무자 11명을 대상으로 심층인터뷰를 진행했다. 연구결과, 사내커뮤니케이션의 차원과 구성원 열의의 세부 변인 간에 밀접한 영향 관계가 나타났다. 기업의 가치관(경영이념)에 대한 구성원의 이해가 높을수록 구성원은 기업에 대한 소속감, 애착감이 높아지는 상관관계가 나타났으며, 업무상황에서 개인의 커뮤니케이션 능력과 구성원의 역할인지가 높을수록 업무에 대한 의미감과 자신감이 높게 나타나는 정(+)적인 관계를 발견할 수 있었다. 또한 조직 변화 시기에 구성원의 지지와 참여를 이끌어내기 위해서는 커뮤니케이션 캠페인 활동이 필수적이며, 이를 통해 성공적인 변화를 안착할 수 있음이 드러났다. 본 연구는 그동안 다양한 용어와 개념적 접근으로 혼재되었던 열의(engagement)를 종합적으로 고찰하여 한국형 구성원 열의를 설명하고자 시도했던 첫 연구라 할 수 있다. 특히 구성원 열의를 자발적이고 능동적인 개념에 주목하여 3가지 차원(정서적 열의, 자주적 열의, 변화참여 열의)을 도출하였다는 점에서 현대 조직 구성원의 특성을 반영하여 열의에 대한 새로운 논의를 이끌어냈다. 또한, 실무적으로도 사보제작 및 사내방송을 통한 일방향적인 커뮤니케이션 전술의 한계를 벗어나 구성원의 열의를 증진시키는 데 기여할 수 있는 커뮤니케이션 콘텐츠 및 전략을 논의하였다. The purpose of present study is to identify relations of internal communication (sharing the values, clearness of work communication, communication campaigns) and employee engagement(affective, independent, change-participation will in change situation). The major findings of the study are summarized as follows: First, there is a direct correlation between sharing the values and affective employee engagement. Especially, employees’ understanding of CEO’s philosophy is significantly associated with employees’ membership and organizational identification. Second, the clearness of work communication has positively related to independent employee engagement in work circumstance. In particular, through the open communication at work, personal communication ability and knowledge of working role are considerably associated with perception of work meaningfulness and job confidence. Third, communication campaign has positive effect on employee change-participation will in organizational change situation. This study has a significance owing to looking into the relations between communication and employee engagement in multiple levels. It focuses on not only the specific conditions related to employee’s job satisfaction or citizenship behaviors but also participation will in organizational changing situation. Also, this study strongly concludes that internal communication factors need to be considered in order to increase the level of employee engagement and improve the work effectiveness.

국가 명성 관리를 위한 바람직한 해외홍보 커뮤니케이션 조직 통합에 관한 고찰

신호창 ( Ho Chang Shin ) 한국커뮤니케이션학회 2004 커뮤니케이션학연구 Vol.12 No.3

은행 간 인수ㆍ합병에 따른 조직문화의 통합과 사내커뮤니케이션 전략에 관한 연구

신호창(Hochang Shin),노형신(Hyungshin Roh) 한국언론학회 2010 한국언론학보 Vol.54 No.2

우수 홍보조직 평가 모델과 한국 기업 홍보조직 진단

신호창(Ho Chang Shin),손경수(Kyung Soo Son) 한국PR학회 2001 PR연구 Vol.5 No.1

What kind of characteristics are required for a superior public relations system? In this study, authors developed an evaluation model of the public relations organization which is appropriate to the Korean environment, based on the excellence theory established by Grunig and his colleagues. This evaluation model consists of six areas : the application of the public relations strategies (14 items), the suitability of the public relations team members (10), the basis of the public relations know-how(7), the communication system of the public relations department(7), the budget for the public relations (4), and the position of the public relations in the company (7). The model was tested with public relations practitioners of the Korean companies. The model was found significant reliability & validity. It significantly differentiated the companies in terms of their application of public relations function and structure. The characteristics of the excellent public relations was also found as Grunig et al. discussed. For example, top public relations managers belonged to a dominant coalition, if they had excellent public relations program.

PR 실무자와 기자의 언론관계에 관한 상호 인식 비교 연구

신호창 ( Ho Chang Shin ),김미현 ( Mi Hyun Kim ) 한국PR학회 2002 PR연구 Vol.6 No.1

Media relations to take deep effect to audience is the highest priority for public relations practitioners to increase the high contact with their public. Indeed, this process remains the misunderstanding and prejudice between journalists and PR practitioners. This study is attempt to compare the perception based on the pre-study done by Ho-Chang Shin in 1994. Questionnaires were sent to 200 journalists and 200 public relations practitioners and 102 journalists(response rate=51.0%) and 127(63.5%) practitioners were replied. Here are the findings : First, the field of media relations consists mainly of obtaining publicity is considered important by journalist and public relations practitioner. And they think that the negative factor such as treats including dining or restriction of press release is not important. This result shows the different thing compared to the pre-study. Second, public relations practitioners and journalists disagree regarding the point of view of media relations. Practitioners perceive journalists a specialized and high-responsibility man. but journalist has lower respects about themselves than practitioner perceive them. The two group reported different perception of public relations` view. It is found that practitioner has more positive thinking on the public relations` view than journalist. In the correlations, practitioners` and journalists` perception on each other shows significant difference. PR practitioner recognize journalist as a partner at a same level. But journalist consider PR practitioner and information source. Third, practitioner and journalist have similarity on their ethical value. If its degree is low, it is possible that activities such as treat, presents and request to correct news to enhance relationship between two groups. Fourth, in media relations, practitioners are tends to corporate with journalists for company`s positive image. And they also react objectively to the crisis. But journalist is reluctant to agree the various activities of PR practitioners in media relations. Fifth, the result here for media relations model of Korea compared to pre-study can be suggested as follows : ① journalist-oriented, ② media coverage, ③ information distortion, ④ information management, and ⑤ positive public relations.

한국 조직의 홍보 부서 진단에 대한 연구 전략, 체계, 구성원, 위상 등을 중심으로

신호창 ( Ho Chang Shin ),유선욱 ( Sun Wook Yoo ) 한국PR학회 2010 PR연구 Vol.14 No.3

The purpose of this study is to diagnose the level of excellence of the PR department in Korean organizations based on the diagnostic model for the excellence of public relations department. This model includes the six dimensions; public relations programs, practitioners` qualification, knowledge base, budget, and departmental status and support in organization. Two research questions and one hypothesis were held and 161 public relations practitioners in 22 Korean organizations were interviewed to see how they evaluated the six dimensions of the model and their effects on overall evaluation of public relations activity. The results showed that public relations practitioner`s qualification and public relations department status are the most significant dimensions on the overall public relations activity. The factors of public relations as a management function, supports from the organization, and co-operation with related departments in public relations status dimension affect positively on the overall activity. Among practitioners` qualification factors, assigning proper practitioners to each public is the most significant factor. The differences in six dimensions by the sales, net profit and the number of public relations practitioners are also found. The suggestions are discussed for the future studies.

국내 대기업의 사내 커뮤니케이션 진단: 가치관의 공유, 명확한 업무 커뮤니케이션 그리고 커뮤니케이션 캠페인

신호창 ( Ho Chang Shin ),유선욱 ( Sun Wook Yoo ) 한국PR학회 2004 PR연구 Vol.8 No.2

A corporation can`t persuade its employees and get an agreement from them without good organizational communication even though a company possesses excellent management strategies. Management strategies without the voluntary agreement and participation of employees may easily fail. Since this disharmony between internal and external components of company often will fail to speak with one voice as an interrelated organization, it is often becoming obstruction in the development of the company. Therefore, the level of employee communication in a company acts as a gauge of its potential growth. This study examined how different employee communication had developed in each one of the affiliated companies of two representative groups in Korea by investigating and comparing current developments in internal communication. The diagnostic model consists of three major dimensions. A high standard of employee communication can be implemented only when the three dimensions interact with each other simultaneously and organically. First one is the dimension of shared values, which refers to the fact that employees must understand mottos, values, management philosophies and management policies of a company and must have desirable mind set as members of their organization. The second dimension refers to the fact that work-related orders must be clearly delivered through communication, called clarity in work communication. The last dimension is communication campaign, which requires campaigns using strategies with clear goals and strategies for more effective employee communication based on an awareness of the importance of internal communication by the management. The result of the study shows that the significant differences dose not exists in each dimension between two conglomerates. Therefore, there is no difference in internal communication achievement although each company conglomerate has its own management philosophy, corporate values, corporate culture, employee education program and employee communication program. However, from the relevant questions for each three dimension, something significant differences are found between two company conglomerates. These are `spreading management philosophy` and `understanding management philosophy` in the dimension of shared values, `trust in information` and `offering sufficient information before forcing new policy` in the dimension of clarity in work communication, and `performing periodical internal communication campaign` and `financial supporting for club activities` in the dimension of communication campaign. In addition, one company`s employees are compared with the other company`s employees who are in the same level of each organization for three major dimensions. The result leads that there is no significant difference in each diagnostic dimension. However, each company`s internal comparison by employees` class of position reveals somewhat significant differences. In case of `L` company, significant differences are shown in all three dimensions among employees` class of position. On the other hand, significant difference appears only on the second dimension called clarity in work communication in case of `S` company. In short, level of internal communication is low for both companies and there is no big difference between two in terms of internal communication even thought two have seemingly different cultural background. Thus, implementing more internal communication campaigns is recommended for both companies.

PR 차원의 IR 진단 모델을 바탕으로 살펴본 한국 IR 담당자들의 PR에 대한 인식 및 PR과 IR의 연계 가능성

신호창 ( Ho Chang Shin ),양효정 ( Hyo Jung Yang ) 한국PR학회 2005 PR연구 Vol.9 No.1