警察에 대한 國民의 이미지 形成에 관한 硏究 = (A)study on the formation of public image toward the police

다국어 초록 (Multilingual Abstract)

The importance of image is getting bigger with the development of mass media, and all the organizations including enterprises, government and administrative organizations give an impetus to the efforts to improve their image.
However, Korean police was broadly recognized as a symbol of restriction and suppression, so was widely hatred and avoided. Also, as it went through 4.19 Revolution and 5.16 Military coup d'etat, it also acquired a bad reputation of supporting monarchy of military administration.
Moreover, the negative image from the public is not easily extracted due to its own tasks such as restricting the people, and the burdensomeness, toughness and sacrifice of the police workers are not transmitted and known to the public as well.
Therefore, this research introduces image improving methods taking examples of successful companies verified through history considering the lack of former studies about the image of police, and investigates into its application possibility. It also verifies the influence and characteristics of images of each factor during the image making process for police department and make inquiries about what the desirable image of police is through the images of past, present and future. It is to offer basic materials for establishment of advertising strategy of police department ultimately.
According to the result concerning image formation theory of companies, micro theory of G. R. Dowling in micro level, and part of macro theory of Dowling, the theory of A. Beerli & J. D. Martin) and the one of M. A. Moffit are found to be appropriate to be applied to image formation of police. Therefore, it set research model based on association and contingency theory, the traditional theory for image making of police, and path dependency theory which is widely applied in marketing and social science.
The independent variables of the model are experience, mass media, communication among individuals, symbolism and path dependency factors, and the image of police was additionally appointed. The survey was conducted to the citizens who are living in metropolitan area including Seoul and the results were deduced from the analysis of the survey.
The results of the research are as follows;
First, according to the image comparing research, fire officers acquired the best score and it was followed by soldiers, administrative civil workers, police officers, prosecutors and revenue officers. Considering the fact that fire officers have positive image although it has similar works of police officers like restricting people, the cases of fire officers making a good image are required to be investigated.
According to the result concerning the image of police officers by position, the officers in charge of crime prevention and patrol obtained the best score. It seems to result from the enhanced confidence of them, since they alleviated the fear toward the crime as exposed to the public a lot.
Second, it analyzed the image of police by terms including after IMF crisis, present and future. The most enhanced images after IMF crisis were friendliness, public service and professionalism, and these aspects are considered to be key factors which contributed to the current image of police, which are generally improved after the crisis.
Current image of police contains high professionalism, democracy and public service but has low level of transparency and fairness. Professionalism which got good reputation requires strategy to use it as it makes police department different from other organizations, and police department needs to make efforts to enhance the image of transparency and fairness because it is the most important virtue and key feature of police, which copes with the public a lot.
When it comes to desirable image of police in the future, the recipient chose professionalism, confidence and fairness the most. Also, the gap between current image and future image was big, especially in the factors like fairness, transparency, confidence and friendliness. Thus, these items are proved to be effective factors which can enhance the future image of police, so the image improvement strategy should focus on these items when setting the goal of the image enhancement plan.
Third, the result concerning the relationship between police image and the factors based on demographic characteristics, there was no significant difference by gender. It is contrary to the result of former study, which argued the better faith of female on governmental organizations. The recipients had more positive image of police and were more influenced by mass media when they had higher academic background.
Unlike the former studies which expected better image toward the police of older people, there was no significant difference among the age groups. The reason seems to be low reputation of police for older people stem from negative image of police acquired in the era of Japanese colonization and military administration.
Moreover, the older people were less influenced by mass media but relatively more immersed in traditional path dependent factors. Thus, the older people are more isolated from new information about police transmitted by mass media, and become more dependent on traditional path dependent factors.
The people who live in rich area showed more positive assessment toward the police. It also corresponds with the former studies, which said that the residents of rich area have higher judgment toward the government. Also, they are proved to be influenced a lot by mass media as well.
Last, according to the result concerning the factors which contributes to the image of police, magazine is proved to have the most positive influence and it was followed by newspaper, movie, novels and symbolism. Otherwise, the history of military administration was proved to affect to the most negative image, and it was followed by TV, broadcasting system, the history of Japanese colonization and the experience of crime.
It analyzed and discussed the influence of each factors and its contents as stated above, but this research also has following limitations as well;
First, the range of survey was limited to the metropolitan area including Seoul, and the number of samples obtained from people in 60s was too little. Since it can create inequality of age and region, there should be a limitation of generalizing the results of this study.
Second, the debates concerning the image root from social-psychological access; hence the attitude is very important not only in the relationship with individual behavior but also in the fields of image making factors, influential factors and assessment factors. Therefore, more studies about attitude, or the behavioral image, are required.
Third, since cross-sectional study offers assessment of certain point, it cannot offer the information according to the change of times. Considering that this research is also conducted in cross-sectional method, it has limitation of not being able to offer longitudinal information.
Last, this research borrowed the models of national image, government image and business image and suggested synthetic model upon the integration of modified models, since there were nearly no former researches about image of police. Therefore, it requires more accurate and in-depth studies which include more detailed image making factors and parameters in the future.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 연구의 목적 = 1
• 제2절 연구의 범위 및 방법 = 5
• 1. 연구의 범위 = 5
• 2. 연구의 방법 = 7
• 제2장 연구의 이론적 배경 = 9
• 제1절 이미지의 개관 = 9
• 1. 이미지의 정의 = 9
• 2. 이미지의 유형 및 분류 = 19
• 3. 이미지의 특징 = 24
• 제2절 경찰이미지에 대한 논의 = 27
• 1. 경찰이미지 영향요인 = 27
• 2. 경찰이미지의 기능 = 32
• 3. 경찰이미지의 평가요소 및 방법 = 36
• 제3절 경찰이미지 형성 관련이론 = 44
• 1. 미시적 관점에서의 이론 = 46
• 2. 거시적 관점에서의 이론 = 50
• 3. 접촉 및 상황수준 이론 = 55
• 4. 경로의존 이론 = 58
• 제4절 선행연구 검토 = 61
• 1. 국가 및 정부이미지에 관한 연구 = 61
• 2. 경찰이미지에 관한 연구 = 65
• 3. 이미지 변화 매체에 관한 연구 = 70
• 제3장 연구의 조사설계 = 74
• 제1절 연구의 분석모형 및 가설설정 = 74
• 1. 연구의 분석모형 = 74
• 2. 주요변수의 개념 정의 = 79
• 3. 가설의 설정 = 84
• 제2절 조사도구의 구성 = 88
• 1. 경험 = 88
• 2. 매스미디어 = 89
• 3. 개인 간 커뮤니케이션 = 90
• 4. 상징성 = 91
• 5. 경로의존요인 = 91
• 6. 경찰이미지 = 92
• 제3절 표본추출 및 자료의 분석 = 95
• 1. 표본추출 방법 = 95
• 2. 자료 분석방법 = 96
• 3. 신뢰도 분석 = 96
• 4. 표본의 일반적 특성 = 98
• 제4장 조사결과의 분석과 논의 = 100
• 제1절 조사결과의 분석 = 100
• 1. 경찰이미지 = 100
• 2. 인구사회학적 특성별 경찰이미지 = 110
• 3. 인구사회학적 특성별 형성요인 = 117
• 4. 경찰이미지 형성요인별 영향력 = 131
• 5. 경찰이미지 세부요인에 대한 영향력 = 154
• 제2절 분석결과에 대한 논의 = 170
• 1. 경찰이미지 = 170
• 2. 인구사회학적 특성 = 175
• 3. 형성요인의 영향력 = 180
• 제5장 결론 및 정책적 함의 = 186
• 참고문헌 = 197
• 설문지 = 208
• ABSTRACT = 218