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언론인의 괴롭힘과 트라우마에 대한 경험이 언론 역할에 대한 인식 및 직무 만족도에 미치는 영향에 관한 연구
김활빈,표시영 한국소통학회 2024 한국소통학보 Vol.23 No.1
본 연구는 언론인에 대한 괴롭힘과 트라우마 경험 정도가, 언론인들의 언론 및 언론역할 인식과, 조직 및 직무 만족도에 차이를 미치는지, 나아가 이러한 경험이 조직 및직무 만족도에 어떠한 영향을 주는지 구체적으로 파악하기 위해, 2021년 한국언론진흥재단에서 실시한 제15회 언론인 의식조사 자료를 활용하여 이를 검증하였다. 그 결과, 괴롭힘과 트라우마 경험 정도는 언론인들의 언론 및 언론 역할 인식에 유의미한 영향을미치지 않았다. 조직 및 직무 만족도에 영향을 미치는 요인들을 살펴본 결과 조직 만족도는 남성일수록, 연봉이 높을수록, 언론에 대해 긍정적으로 인식할수록, 언론의 해석자역할을 중요하게 생각할수록 그리고 괴롭힘과 트라우마를 경험하지 않을수록 높았다. 물질적·가치적 직무 만족도 모두 언론을 긍정적으로 인식할수록 그리고 괴롭힘과 트라우마를 경험하지 않을수록 만족도가 높았는데, 물질적 만족도는 연봉이 높을수록, 가치적 만족도는 남성일수록 만족도가 높게 나타나 차이를 나타냈다. 한편 다른 변인들을통제했음에도 괴롭힘과 트라우마 경험 정도는 종속변인의 설명력을 유의미하게 증가시켰다. 또한 응답자의 약 1/3이 괴롭힘을, 약 1/5이 트라우마를 경험한 적이 있으며 이같은 경험은 여성 기자가 더 많았다. 본 연구는 이 같은 연구 결과로부터, 언론인이 겪는 괴롭힘과 트라우마에 대한 실효적인 대응이 시급함을 제언하였다. This study explored whether the degree of harassment and trauma experiences against journalists made difference in journalists’ perception of the news media and its role, and their organization and job satisfaction. Furthermore, to specifically how these experiences affect job and job satisfaction, we used data from the 15th Journalist Awareness Survey conducted by the Korea Press Foundation in 2021. As a result, the degree of bullying and trauma experiences did not have a significant effect on journalists’ perception of the media and its role. Findings revealed that organizational satisfaction was higher for men, higher salaries, more positive perceptions of the news media, more important the role of interpreter of the news media, and less experience of harassment and trauma. In both material and value job satisfaction, the more positively the news media was perceived and the less one experienced harassment or trauma, the higher the satisfaction was. Material satisfaction showed a difference in the higher the salary, and the value satisfaction indicated higher satisfaction for men. Meanwhile, even though other variables were controlled, the degree of bullying and trauma experience significantly increased the explanatory power of the dependent variables. Approximately one-third of respondents had experienced harassment, and about one-fifth had experienced trauma, with more female journalists experiencing these experiences. Based on the findings, we suggest that an effective response to the harassment and trauma experienced by journalists is urgent.
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AI 시대 PR 실무자들의 역할과 AI 기술 활용에 관한 연구
김활빈,박한나,홍지미,김자림 한국PR학회 2024 PR연구 Vol.28 No.1
연구목적 디지털 환경 변화 속에서 PR 실무자들은 생성형 AI 기술을 어떻게 올바르게 활용하고 어떠한 커뮤니케이션 전략과 전술을 구사해야 하는지에 대한 도전에 직면하고 있다. 본 연구는 PR 실무자들이 AI 시대에 자신의 역할 변화를 어떻게 인식하는지, 그리고 이러한 변화 속에서 AI 기술을 어떻게 준비하고 활용하는지 살펴보고자 한다. 연구방법 본 연구는 탐색적 연구로서 스노우볼(snowball) 표본추출 방법을 사용하여 AI 업무를 경험했던 PR 실무자 15명을 인터뷰하였다. 여성 실무자 7명과 남성 실무자 8명이 이메일을 이용한 1차 서면 인터뷰에 참여하였고, 데이터분석 과정에서 필요하다고 판단하여 진행한 2차 서면 인터뷰에 1차에 인터뷰했던 실무자 중 11명이 응답하였다. 응답자 연령대는 20대부터 50대 사이였다. PR 실무경력은 최소 3년 이상에서 최고 29년까지로, 직급 또한 대리부터 PR 대행사 부문 대표까지 다양했다. 연구결과 PR 실무자들은 향후 5년간은 AI 기술을 효과적으로 다루어야 하는 기술자적 역할에, 그리고 향후 10년간은 데이터 분석과 관리 및 새로운 조직과 업무를 담당하는 관리자적 역할에 초점을 두었다. PR 실무자로서 효과적인 커뮤니케이션 전략과 전술에 대해서는 AI 기술을 활용하고 도움을 받을 수 있는 방향으로 나아갈 것으로 예측했고, 창의성 이슈에 대해서는 다수의 응답자가 인간의 창의성이 대체되기 힘들며 AI 기술에 의해 보완될 것으로 예상했다. PR 산업이 직면할 법적⋅윤리적 이슈에 대해 편향되거나 혐오 콘텐츠, 가짜 뉴스 문제를 지적했고, PR 실무자의 직접 확인과 라이선스 비용 지불 및 관련 제도 정비 등을 대응책으로 제시했다. 결론 및 함의 본 연구는 AI 시대 PR 실무자들의 역할 변화와 필요한 역량을 탐색적으로 살펴보았다. 점차 커뮤니케이션 기술자와 관리자 역할 사이의 경계가 모호해지고 있으며, AI시대의 PR실무자들은 기술적 역량과 전략적 사고를 동시에갖추어야 한다. PR실무자들이 시대의 변화에 적응하고 자신의 역량을 강화할 수 있도록 재교육 및 지속적인 학습기회가 제공되어야 할 것이다. Objectives In a digital environment, PR practitioners face challenges in effectively using generative AI technology and determining the most impactful communication strategies and tactics. This study explores PR practitioners’ perceptions of changes in their roles in the AI era and investigates how they prepare for and utilize AI technology amidst these changes. Methods For this exploratory study, we conducted in-depth interviews with 15 PR practitioners who have experience working with AI. We used the snowball sampling method to select our participants. Initially, we conducted interviews via email, reaching out to a diverse group of participants. This group included 7 women and 8 men, with ages ranging from their 20s to 50s. The participants had varying work experience, ranging from 3 to 29 years, and held positions from junior staff to branch representatives of PR agencies. After analyzing the initial data, it became clear that a second round of written interviews was necessary. As a result, 11 of the original participants provided additional responses. Results PR practitioners are currently placing their attention on technical roles in order to effectively navigate AI technology in the next five years. They are also focusing on managerial responsibilities related to data analysis, management, and the development of new organizations and tasks in the coming decade. These practitioners believe that AI technology will strengthen and refine communication strategies and tactics. When it comes to creativity, the majority of respondents agree that while human creativity is irreplaceable, it can be enhanced through the integration of AI. On the legal and ethical front, concerns have been raised about biased content, hate speech, and the spread of fake news. To address these issues, respondents suggest that PR practitioners should have direct oversight, licensing fees should be imposed, and systemic improvements should be made. Conclusions This study examines the changing role and necessary skills of PR practitioners in the era of AI. It aims to deepen theoretical understanding and explore practical application. The study emphasizes that the lines between technician and manager roles are becoming increasingly blurred, stressing the importance for PR practitioners in the AI era to have both technical expertise and strategic thinking abilities. It also highlights the need to provide retraining and continuous learning opportunities to help PR practitioners adapt to the evolving landscape and enhance their skills.
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코로나19 이슈에 대한 공중 세분화와 공중의 커뮤니케이션 행동 연구: 문제해결 상황이론을 중심으로
김활빈,구윤희,노기영 강원대학교 사회과학연구원 2023 사회과학연구 Vol.62 No.3
The purpose of this study is to understand the public through public segmentation and investigate communicative actions by applying the situational theory of problem solving with regard to the COVID-19 pandemic issue. In the early stages of the COVID-19 pandemic, an online survey was conducted on 1,500 adults acorss the country. As a result of applying the public segmentation method, the majority of respondents were classified as active publics (72.1%), followed by aware publics, latent publics, and nonpublics. To examine the theory on the COVID-19 issue, data were tested using structural equation modeling, and bootstrapping analysis was conducted to confirm path analysis and mediation effects. Findings revealed that the three public situational factors had a significant effect on the situational motivation, and in turn, the motivation and referent criterion had a significant influence on commuꠓnicative actions. As a result of bootstrapping analysis, indirect effects through mediation paths were confirmed in all paths. This study has theoretical implication in that it tested the public segmentation methodology and the situational theory of problem solving with empirical data in the COVID-19 situation. In addition, by showing that the majority of people are active publics in the COVID-19 pandemic and exploring the predictors of communicative actions, this study suggested that the government and health authorities should establish a PR communication stratꠓegy tailored to the public target. The media should also provide accurate information along with the fact-checking process to help the public’s communicative actions.
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지역 이슈로서 코로나19 뉴스 프레임에 관한 연구: <조선일보>. <한겨레>, <매일신문>의 사설을 중심으로
김활빈 강원대학교 사회과학연구원 2022 사회과학연구 Vol.61 No.3
This study examined whether there were differences in news frames between newspapers in a context where the number of confirmed cases in Deagu and Gyeongbuk increased rapidly in the early stages of COVID-19, focusing on newspaper editorials that are effective in analyzing news frames. The author analyzed the attribution of responsibility that deals with what are news frames that editorials are talking about and are responsible for the spread of COVID-19. The frame difference was explained with the theoretical background of frame building. As factors of frame building, the political orienation of media outlets and the organizational pressures that local newspapers represent local interests were explored. The conservative Chosun Ilbo, the progressive Hankyoreh, and the local daily Maeil Shinmun were selected. From February 18 to March 31, when the first confirmed case occurred in Daegu, editorials reporting COVID-19 in Daegu and Gyeongbuk were analyzed in a qualitative approach. Findings revealed that there were differences in the news frame and responsibility attribution frame of each newspaper editorial. The Chosun Ilbo mainly presented the government criticism frame and crisis frame, but the Hankyoreh mainly used the cooperation/solidarity frame and responsibility/strife caution frame. The Maeil Shinmun reported on COVID-19 with a frame of criticism from the government, including local governments, a quarantine frame, a support frame, and a overcome/hope frame. In the case of attribution of responsibility frame, the Chosun Ilbo pointed out government responsibility and the Maeil Shinmun indicated personal responsibility with the Shincheonji Church, but the Hankyoreh insisted that we should be wary of battles and strife over the subject of responsibility. The Chosun Ilbo editorial frequently used “Wuhan Corona” and “Wuhan Pneumonia” instead of the term “COVID-19”, and there was a problem in terms of journalism practices. This study has theoretical significance in that the findings examined the frame construction. It brought academic expansion in that qualitative research methods were methodologically explored. This study provided good case studies for journalists and journalists in education by analyzing editorials rather than news articles.
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