공영방송의 공공 가치 개념에 대한 이론적 검토

국문 초록 (Abstract)

이 논문은 국내외 공영방송 논의에서 등장하고 있는 공공가치(Public Value)개념이 사용되게 된 배경과 의미 그리고 개념의 사용과 관련된 문제를 이론적 차원에서 검토하였다. 공공 가치 개념은 1990년 대 중반 행정학에서 신자유주의적 공공관리에 대한 대안으로 제시된 것으로 공공가치에 대한 논의는 행정학의 영역을 넘어 심리학, 정치학, 경영학으로 확대되고 있다. 방송에서는 공공 가치 개념을 이용한 공공 가치 테스트가 BBC에 도입된 이래 서유럽 공영방송에 확산되고 있고 국내에서도 이 개념을 이용한 경험적 연구가 시도되고 있으나 공공 가치 개념 자체에 대한 이론적 분석은 부족하다.
이러한 연구 동향에 착안하여 이 논문은 공공 가치에 대한 인접 사회과학자들의 다양한 개념화를 살펴보고 공영방송에 주는 함의를 탐색해 보았다. 분석을 통해 공공 가치 개념에는 사회적 가치와 서비스 이용자 가치 간의 긴장이 존재하며 디지털 미디어에 의해 공적 영역과 사적 영역 간의 경계가 모호해지는 상황에서 두 영역 사이에 존재하는 자치의 대립을 조화시킬 수 있는 접근이 필요함을 지적하였다. 이어 public value의 번역 문제, 공익, 공공성, 공공재 등 유사 개념과의 차이를 살펴보고 공영방송 연구에서 공공 가치 개념과 분석틀의 유용성을 검토하였다.

다국어 초록 (Multilingual Abstract)

This paper intends to understand in depth public value concept which appeared in the recent debate surrounding the future of public service broadcasting. While the BBC employed it as catchwords to renew its broadcast license, the concept was first propounded by American public administration scholar Mark Moore, who introduced it as an antidote to the New Public Management that prevailed public administration practice since 1980s. Since Moore’s seminal book was published in 1995, his idea has been taken up by many academic researchers in social science beyond public administration as well as public managers. While Moore’s concept and analytic scheme has found many followers over the years, its meaning is still vague and often confusing because researchers defined the concept in varied ways and approached it from diverse perspectives.
Public value concept has been also adopted by domestic researchers in recent years but few studies attempted to investigate its theoretical dimensions as most of them adopted it for empirical application in broadcasting context. To fill the gap, this study looked into diverse conceptualizations of public value, which often diverge form Moore’s original conceptualization and attempted to understand the implications of such different approaches as they relate to public service broadcasting. A Review of relevant literature found a tension between individual interest and public interest in public value concept, which has ramifications in applying the concept to devising democratic governance of public service broadcasting and adapting it to changing media landscape. This study further explored the implications of this tension in the context of increasing blurring of the boundary between the public and private realm that is driven by digital media. It also looked into a problem of translating the concept into the Korean as the word ‘public’ has different meanings which have theoretical implications. Finally, public value concept is compared to those of public interest, publicness, and public goods and its potential utility for the study of public service broadcasting is explored.

목차 (Table of Contents)

• 1. 머리말
• 2. 공공 가치론의 요점
• 3. 공공 가치의 개념화에 대한 논의
• 4. 공공 가치 개념의 유용성에 대한 검토
• 5. 맺는 말
• 참고문헌

참고문헌 (Reference)

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