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오창우(Oh Changwoo) 계명대학교 사회과학연구소 2009 한국사회과학연구 Vol.28 No.1
Newspaper advertising provides an opportunity to advertisers to deliver more concrete information to consumers. At the same time, it financially supports newspaper companies to shape public opinions. Because of that, policies about print advertising play an important role in balanced advance of media as well as in development of diverse culture and public opinions. With this view, this study tries to discuss the main issues of newspaper advertising in Korea, the social meaning of these main issues, and alternative choices to them. Newspaper polices should be revised to a more realistic and reasonable direction. The main issues of newspaper policies are developing scientific and reasonable sales of newspaper advertising and an organization which can support the sales, establishing advertising rates based on market principles, limiting government influence on newspaper advertising market and revitalization of local advertising market. Control and intervention should be minimized in policy decision to foster developing norms in newspaper advertising market.
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오창우(Changwoo Oh) 계명대학교 사회과학연구소 2016 한국사회과학연구 Vol.35 No.1
이 논문은 첫째, 한 사회의 커뮤니케이션 수준이 어떻게 사회적 자본 형성과 연결되는지를 살펴보고, 둘째, 기업의 윤리성 실천 단계에 따른 기업의 사회적 책임실현의 변화를 살펴보며, 마지막으로 이러한 논의를 통해 사회적 자본으로서 새로운 PR의 가능성을 모색하기 위한 것이다. 인적 자본이나 경제적 자본과 달리 사회적 자본은 한 사회의 총체적이고 역사적인 경험의 축적을 통해 형성된 무형의 자산이라 할 수 있다. 이런 의미에서 한 사회의 커뮤니케이션 수준이나 이를 통한 합리적 의사결정 경험은 매우 중요한 사회적 자산이라고 할 수 있다. 따라서 조직 커뮤니케이션의 대표적 실천영역이라 할 수 있는 PR의 토양과 수준은 중요한 사회적 자산이 된다. 새로운 자본주의 패러다임이 요구되는 시점에서 PR은 기업 경영을 위한 수단이나 전략이 되어서는 안 되며, 조직의 윤리적 실천이 가져다주는 효과 또는 결과가 되어야 한다. This study is to explain, the relationship between communication levels of a society and social capital, changes in corporate social responsibility activities in accordance with the company"s ethical action steps, and the possibility of new PR as a social capital. Unlike human capital and economic capital, social capital can be called intangible assets formed through a holistic and accumulation of historical experience of a society. In this sense, Communication levels of society and reasonable decision-making experience with them can be a very important social asset. Therefore, the soil and the level of PR, which is the typical practice areas of organizational communication, is an important social asset. PR should not be the means and strategies for corporate management in the age of capitalism 5.0 and it should be the effect or result of bringing the ethical practices of the organization.
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미디어와 타자의 재현 : “사돈 처음 뵙겠습니다”에 나타난 결혼 이주 외국 여성의 모습
양정혜(Yang Junghye),오창우(Oh Changwoo) 계명대학교 사회과학연구소 2008 한국사회과학연구 Vol.27 No.1
This paper examined how television construct the meanings of inter-racially married women in Korea. Since 1990s, the trend of globalization dramatically increase people moving to other countries for better opportunities of life. Korea became a destination for Asian women who are searching their spouses and job opportunities in economically more developed nations. The paper analyzed 13 episodes of "Sadon, Choum Bobgetsmnida" where parents of the bride and groom meet in TV studio thanks to the broadcasting station's arrangement. Prior to the family reunion, the daily lives of inter-racially married couple are introduced and the analysis of text show some interesting findings. First, Asian women who came to Korea for marriage are primarily identified as daughter-in-laws. They have multiple dimensions of identity as a woman, mother, alien, the poor, etc. However, amongst many facets of identities, the one that enhances the patriarchal social order is picked up and emphasized. Patriarch is a system where mother-in-laws have absolute power over daughter-in-laws for the peaceful hierarchical management of the family. Thus, highlighting daughter-in-law position serve to maintain the patriarchal order of Korean society. Another finding is that women from Asia are represented as women of hometown in television text. Here, hometown has very traditional and nostalgic meaning, much more so than reality. Hometown constructed by television is a place where friendly face-to-face relationship is dominant and everybody knows each other. The textual strategy to equalize immigrated women with nostalgic hometown demands inter-racially married Asian women to be absorbed to a belief system which Korean themselves are not strongly holding anymore. In a word, Asian women who married to Korean men are defined and expected according to the dominant norms of traditional Korean society which are fading away in Korea.
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