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김명규(Myeong Gyu Kim),이창준(Chang Jun Lee),홍아름(Ah Reum Hong) 한국정보사회학회 2016 정보사회와 미디어 Vol.17 No.1
본 연구는 미디어의 본질인 ‘정보 전달’의 측면에서 효과적인 정보 확산 방법에 대한 연구이다. 특별히 미디어가 직접 이용자에게 정보를 전달하는 것보다 의견지도자라는 매개체를 통해 정보를 전달하는 것이 더 효과적이라는 2단계 유통이론을 기반으로, 미디어의 환경 변화를 반영한 온라인 의견지도력 측정 변수를 정립하여, 온라인 의견지도자를 식별하고 그들의 미디어 이용 패턴을 분석하였다. 요인분석을 이용하여 기존 연구를 바탕으로 새롭게 정의한 온라인 의견지도력 측정 변수를 정립하고, CART 분류 분석을 이용하여 온라인 의견지도력 중 유사한 미디어 이용 패턴을 보이는 자들을 집단화(clustering)하였으며, 미디어 레퍼토리를 유형화하여 미디어 이용 패턴을 분석하였다. 또한, 온라인 의견지도자의 내적, 외적 특성을 통해 기존 의견지도자와의 구분을 시도함으로써 온라인 의견지도자 그룹의 미디어레퍼토리 유형 형태의 차이점이 존재함을 밝혀냈다. 더 나아가, 온라인 의견지도자와 비의견지도자 그룹 간의 미디어 이용 형태를 미디어-시간, 콘텐츠-시간에 따라 분석하였으며, 마지막으로 미디어-콘텐츠-시간 3범주기준을 제시하고 온라인 의견지도자의 미디어 이용 형태를 분석하였다. 본 연구의 결과를 통해 정보 확산 매개체인 의견지도자들의 미디어 이용 패턴 분석을 통해 효과적인 정보 확산을 위한 함의를 제공하고 정보 공급자들에게 효과적인 정보 확산을 위한 미디어 레퍼토리 기반의 미디어 전략을 제안한다. This paper aims to analyze media utilization pattern of the online opinion leader who has an effect in information diffusion. There is a study ‘the two-step flow of communication theory’ about the effect of media related to information diffusion. This study says information delivery through opinion leader is more effective than direct delivery to user. In this perspective, opinion leader can be important medium to effective information diffusion. This paper focuses on 2 main ideas. One is to discern online opinion leader with online opinion leadership’s measuring variables reflected media environment change. The other is to analyze media utilization pattern of the online opinion leader. ‘2013 and 2012 Korea Media Panel Survey’ from KISDI(Korea Information Society Development Institute) is well-fitted data for this study. This data offer personality, media and contents use based on situation variables like ‘when’, ‘where’ and ‘what’. Using KISDI data, the new measuring variables for online opinion leadership are constructed by the factor analysis. The CART algorithm which is one of the classification tools in data-mining is used to classify online opinion leader group has similar media utilization pattern(media repertoires) based on calculated opinion leadership of sample. Then this paper analyzes online opinion leader group’s media use based on media-content-time. Through this analysis, we can investigate the media repertoires of online opinion leader and detailed media utilization pattern based on 3 categories. Using the results, we can take implications to information provider like companies and government for effective information diffusion strategy. Especially for companies, this paper can give implications for media and content strategy in product and service marketing.
성인을 대상으로 한 지역약국의 산제 조제 현황 및 약사들의 인식 조사 연구
권경은(Kyong Eun Kwon):김명규(Myeong Gyu Kim),심미경(Mi Kyong Shim),손현순(Hyun Soon Sohn) 대한약학회 2019 약학회지 Vol.63 No.4
Abstract Dysphagia associated with geriatric diseases such as dementia and Parkinson’s disease demands powdered medicine which increases workloads in community pharmacies. This study was conducted to investigate the current practice status of pulverizing into powder drug formulation in community pharmacies. On-line and off-line surveys were conducted on 288 community pharmacists using a questionnaire consisting of 22 items from April to May, 2016. 51.7% of respondents had 1-9 prescriptions per month for powdered medicine for adults, and 24.7% had zero. The more prescriptions a general hospital prescribed, the more powdered medicine for adults (p<0.001) and the longer the prescription days (p<0.001). The time required for preparing before- and cleaning after-dispensing was usually 3 to 5 minutes and that for dispensing was also 3 to 5 minutes per prescription. An additional ≥7 minutes were needed for the inappropriate prescription, mostly due to formulation prohibited for grinding (52.8%). 86.1% of community pharmacists thought that preparation of powdered medicine for adults was more difficult than that of children, and 96.9% thought that it needed reimbursement charge. Of them, 61.8% suggested the higher level of current reimbursement charge for children. 65.3% agreed to designate compounding pharmacy for long-term (more than 30 days) powdered medicine for adults. In conclusion, increased dispensing time and difficulty for powdered medicine for adults with dysphagia require a continuous open discussion about rational compensation for the service provided by community pharmacists.