전통 미디어와 소셜 미디어의 관계에 대한 탐구: 공진화(co-evolution)와 혁신 확산(diffusion of innovation) 이론의 관점에서 = A study of the Relationship between Traditional and Social Media: Perspectives on co-evolution and Diffusion of Innovation Theory

다국어 초록 (Multilingual Abstract)

To make use of social media in an efficient way for the sake of enhanced value of communication is considered to be important not only by an individual unit but also an organizational unit. Enterprises seem to agree that to take advantage of Twitter which is one of the most prevailed social media be a necessary innovative factor in order to adapt to the evolving industrial environment. They focused on the fact that the consequences caused from using social media is directly related with their effective strategies. This study adopted the concept of media co-evolution and diffusion of innovation to analyze the change of media environment, perceived innovative factors of social media, and the effect of social media, especially in the field of a media industry. In-dept interviews were conducted to the operators of social media of Chosunilbo, Hankyoreshinmoon, and MBC. In the results, various aspects of media co-evolution were verified then perceived innovative factors of social media and the effects of social media from the point of view of enterprises were explained. Further implications concerning the position of media enterprises with the rapid change of communication paradigm were discussed.

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