MZ 세대의 사내 커뮤니케이션 인식에 영향을 미치는 요인 연구 : Public Relations의 조직-공중 관계성 이론 적용을 중심으로

조삼섭(Jo, Samsup) 연세대학교 사회과학연구소 2021 社會科學論集 Vol.52 No.2

본 연구는 MZ세대가 대부분 조직 구성원의 다수를 차지하는 최근 환경에서 이들이 사내 커뮤니케이션에서 중요하다고 인식하는 요인을 탐색하고, 이러한 요인들은 PR의 조직-공중관계성에 어떠한 영향을 미치는지 분석하였다. 탐색적 요인분석 결과, 구성원들은 ‘수평적 소통문화’ ‘쌍방향 소통’, ‘투명한 정보제공’을 핵심적인 요인으로 지각하고 있었고, 회귀분석을 통해 조직-공중관계성에 미치는 영향을 분석한 결과, ‘쌍방향 소통’은 신뢰와 만족에, ‘수평적 소통’은 상호통제성에 유의미한 영향이 있음을 보여주었다. 조직유형별로 민간 기업에 비해 공공조직에 근무하는 구성원들은 만족, 공공, 상호통제성에서 낮은 인식을 보여주어, 공공조직의 사내커뮤니케이션은 좀 더 활성화될 필요성을 보여주었다. 연구결과 사내커뮤니케이션의 효과연구는 매체중심의 제작이나 일방향적 메시지 전달이 아닌, 대인간 커뮤니케이션 이론을 적극 응용하여 소통 연구로 진화되어야 함을 보여준다. The study explores the core factors of employee communication, which is called MZ generation, applying the organization-public relationship framework. Exploratory factor analysis extracted three factors ‘horizontal communication culture’ ‘two-way communication culture’ and ‘transparent information.’ Two-way communication culture affected on trust and satisfaction respectively and horizontal communication culture affected on control mutuality in regression analysis. The employees of public organizations perceive lower level of satisfaction, communal relationship and control mutuality than those of private sector, suggesting more open communication needs to be activated in public organization. In the analysis of structural equation modeling of mutual linkage among trust, satisfaction and commitment, trust affects on satisfaction and satisfaction leads to commitment subsequently. The study suggests employee communication needs to focus on communication management by adopting interpersonal communication, away from the paradigm of channel management and one-way communication.

기업과 시민단체 간 상호인식 탐색을 통한 PR 역할 연구

조삼섭(Samsup Jo) 한국언론학회 2009 한국언론학보 Vol.53 No.2

Dealing with dissident voices and criticism on the issues is a critical task to public relations practitioners. Dialogues and relationship building with activists is becoming important to corporations. The purpose of the present study is to explore the perception of activist organizations towards corporate and governmental agencies and vice versa. The results showed that the activists held low levels of trust toward the government and corporations whereas corporate employees perceived the activists to be more trustworthy than themselves showing cooperative relationship may exist between corporation and activists. While corporate employees showed more positive attitudes toward corporations, they perceived less confidence towards the integrity of the corporations. To lessen the discrepancy perceptions between corporations and activists, the corporations may choose to extend the level of openness, control mutuality by allowing activists’ participation leading to public agreement on external issues. The present study suggested that the relationship between corporations and activists needs to improve their relationship to gain mutual benefit. Corporations with resources and power need to consider activists’ perceptions to increase care and respect whereas the activists need to cultivate public interest, alternative options, integrity and transparency based on corporate employees’ perceptions.

한국형 정부-공중 관계 구성 차원에 관한 연구

최지현 ( Jihyun Choi ),조삼섭 ( Samsup Jo ) 한국PR학회 2017 PR연구 Vol.21 No.1

The purpose of the study was to examine the dimensions of government-public relationship that reflects Korean societal and cultural contexts. This research has an ample significance in reorganizing the Korean organization-public relationship which is the core research topic in the public relations field. In order to achieve the purpose of study, the central government was recognized as a targeting subject organization. Following the conventional measurement development procedure, in-depth review of the literature, pilot survey, and main survey were conducted. Finally, data were analyzed thoroughly according to the common practices to isolate measurement scale. The results showed that Korean government-public relationship contained two dimensions consisting of twelve measurement items. The two construct dimensions were labeled as (a) competency of policy administration; (b) competency of government communication. The results could help Korean government to regain friendly relationship between government and public as well as increase public`s trust toward government.

공공커뮤니케이션으로서 정부 광고 분석 연구

배정근(Pae, Jung-Keun),조삼섭(Jo, Samsup) 한국언론학회 2017 한국언론학보 Vol.61 No.5

The present study analyzed the previous three government’s advertisements to explore the theme, characteristic, communication style, communication objectives. The content analysis showed that the number of government advertising has become increasing over the governments and the controversial advertising such as propaganda style has been increasing as well. The use of advertising that supports government’s position seems to close to propaganda when the government policy or issues is in the middle of controversial that is not agreed in a society. Public sphere refers to open pro and con side toward the issue and attempt to lead public support in a market of public opinion, The value of the present study lies in the comprehensive data collection of government advertising and overcome previous studies’ weakness such as theme analysis of public advertising. Thus the study attempts to explore the essential purpose with the coding scheme: information, public interest, publicity, and propaganda purpose from the perspective of public communication.

조직-공중 간 관계성과 갈등에 대한 상호인식 연구

최지현(Ji-Hyun Choi),조삼섭(Samsup Jo) 한국언론학회 2009 한국언론학보 Vol.53 No.6

The purpose of the present study is to explore the perception of each party on the conflict issue by exploring their perception and guess perception toward the counterpart. First, the study attempted to explore their perceptions in times of normal and conflict phase. The result showed that the organization perceived low level of trust and favorable attitude at the phase of conflict. However, the organization evaluated positively on the relational commitment compared to other relational dimensions. By contrast, the public perceived all the five relational dimensions negatively. In case of conflict period, the organization rated the public’s conflict management strategy by accommodative strategy, avoiding strategy, and third party intervention whereas the public rated the organization’s conflict management strategy by avoiding strategy, accommodative strategy and third party intervention. Thus, the public perceived the organization was more likely to avoid or disregard the conflicting issue that the organization faced. The result showed that overall the organization perceived the OPR more positively, whereas the public perceived the OPR negatively both in time of normal and conflict situation. In particular, the public perceived low level of control mutuality reflecting power imbalance between the university and its public.

수용자가 지각하는 인플루언서의 투명성과 신뢰성이 브랜드태도, 구매의향, 공유의도에 미치는 영향 연구

김다혜(Dahye Kim),조삼섭(Samsup Jo) 연세대학교 사회과학연구소 2023 社會科學論集 Vol.54 No.1

기업위기발생시 기업명성과 공중관계성이 공중들의 위기인식과 결과인식에 미치는 영향에 관한 연구

한정호(Jung-Ho Han),조삼섭(Samsup Jo) 한국언론학회 2009 한국언론학보 Vol.53 No.3

The present study assumes that different type of perceptions, corporate reputations, organization-public relationships on corporation may affect differently in case of corporate crisis. While corporate reputation is based on perceptive attitude, organization-public relationship is based on relational characteristics. Corporate reputation refers to public’s expectation and evaluation on corporation whereas organization-public relationship focuses on the relationships that public and organizations develop for a long time mutually. The present study proposed that corporate reputation and organization-public relationship variable mediate crisis critical awareness and crisis responsibility which result in behavioral outcomes. Thus, corporate reputation and organization-public relationship are independent variables, crisis critical awareness and crisis responsibility are mediating variables, and short term prospect, long term prospect and purchase intention are behavioral variables. The survey was conducted among general public on the Samsung slush fund crisis leaked in 2007 by former corporate lawyer employed by Samsung. The result showed that organization-public relationship affected negatively on crisis responsibility whereas corporate reputation affected crisis responsibility positively. Overall corporate reputation and organization-public relationship played importantly as pre-crisis variables, more importantly organization-public relationship displayed stronger than corporate reputation. Being a core research finding, the result suggested that organization-public relationship played mediating role of crisis responsibility. In analysis of crisis critical awareness, only organization-public relationship affected positively with significant level. Unexpectedly corporate reputation did not affect corporate critical awareness.

신뢰 형성 이론의 리더십 연구 적용 가능성 탐색

조삼섭 숙명여자대학교숙명리더십개발원 2008 숙명리더십연구 Vol.7 No.-

신뢰(trust)는 커뮤니케이션 분야, 경영학, 심리학, 사회학에서 연구관심 대상 이었다. 신뢰는 미시적인 연구차원의 대인신뢰, 조직신뢰와 거시적 차원의 사회 안에서의 일반신뢰(generalized trust)로 구분하여 나눌 수 있다. 리더십의 구성 요인 중에 신뢰는 리더십 기초를 구성하는 자질적 요인으로 볼 수 있으며, 조직 구성원으로 하여금 충성과 애착심을 불러일으키는 요소로 리더의 신뢰감을 들 수 있다. 본 연구는 타 분야에서의 기존 신뢰이론을 토대로 리더십 연구에 응용가능한 점을 탐색하는데 목적이 있다. 커뮤니케이션 분야에서는 전문성, 원칙성, 일관성이 신뢰를 이루는 하부요인으로 보았고, 마케팅에서는 역량성, 배려성, 원칙성을 강조하고 있다. 조직행동에서는 리더의 신뢰에 대하여 공식적인 계약적 신뢰와 자질적 요소인 커뮤니케이션 신뢰, 인간적 신뢰라 할 수 있는 능력신뢰로 신뢰를 구분할 수 있다고 보았다. 한국적인 사회문화 변인을 감안한 신뢰연구에서는 전문적 능력보다는, 배려성, 커뮤니케이션 신뢰가 더 강한 것으로 나타나고 있다. 거시적 신뢰연구로 사회문화적 변인을 적용함 필요하다. 한국 사회문화에서는 대인간 신뢰 가운데 내부적 신뢰(가족, 혈연, 친척)가 외부적 신뢰(낯선 사람, 외국인)보다 타국가 대비 훨씬 강한 것으로 나타나, 합리적인 신뢰문화 형성을 위해서는 외부적 신뢰증진이 필요하다고 볼 수 있다. 신뢰를 구성하는 타분야에서의 이러한 미시적 거시적 연구는 리더십 이론에 응용이 가능하며, 리더십 신뢰는 이러한 두 분야를 아우를 경우 이상적인 리더십 등장이 가능하다. Trust has been examined in the area of management, psychology, and sociology discipline. Trust study has been done in two levels both personal trust of micro approach and generalized trust in the society of macro approach. Trust has been noted as fundamental component in leadership, enabling employee's commitment and loyalty to the organization. The purpose of the present study is to explore the application of trust study on the leadership theory building in Korea. In communication discipline, competence, integrity, dependability are subset of trust, whereas competence, consideration to others and integrity consist of trust. In organizational behavior, contractual trust, communication trust and competence trust consist of leadership trust. When combining Korean cultural characteristics into leadership study, consideration to others and communication trust seem to be more effective than competence trust. In Korean society, internal trust (family, blood tie, relatives) is higher than external trust (strangers, foreigners) compared to other countries. Thus, it is necessary to raise the external trust index in order to improved generalized trust. Both micro and macro level approach to trust can be applied in leadership theory building. Leadership trust study can guide idealistic leadership model by combining both two approaches in Korea.