경쟁 도입이 텔레비전 프로그램 장르 다양성에 미치는 영향에 대한 연구 = 1989년 이후 지상파 방송 편성표 분석을 통하여

다국어 초록 (Multilingual Abstract)

Program diversity on television is a matter of great concern in the discourse of public policy. However, there is no agreement on how to provide diverse programs within the market. Diversity is a complex concept with several dimensions which makes it difficult to measure empirically and reach a consensus. This study attempts to re-conceptualize and reconsider the concept of 'genre diversity', which is a subconcept of 'content diversity'. The first research question is how has the trend of program genre diversity changed over the decade? The second question is on how the diversity index changes when there is a change in the competitive environment. Does competition increase or decrease diversity? What is the difference between different time-zones and different genres?
To answer these questions, a content analysis of programs aired between 1989 and 2002 with a sample of 8,872 cases, which is a weeks' program schedule of the three major broadcasters, KBS, MBC and SBS. Genre was classified into 15 standard categories but for a more detailed analysis subcategories of each genre was also coded.
The results show that during the 13 of analysis, diversity was not increased and when competition increased, diversity was decreased temporarily. Also in more competitive time zones and genre, diversity was more sensitive to competition also at a decreasing function.