국내 주요신문에 투영된 PR/홍보 의 이미지 변화에 관한 연구 : 1990년과 2000년을 중심으로 = The Shifting Portrayal of Public Relations in Korean Newspapers : A Comparison of 1990 and 2000 Articles containing the word PR

다국어 초록 (Multilingual Abstract)

This study examined how the portrayal of PR has changed over the last tens years or so in the major newspapers in Korea. We analyzed whether there was a shift in how PR was reported in the newspapers between 1990 and 2000. We also examined whether the portrayal of PR was different depending on whether the PR was for the government sector or for the private sector. For this purpose, we content analyzed the tone of the articles that contained the keyword PR that appeared in three major newspapers(Chosun, Joongang, and Donga) into either negative, neutral, or positive. The results showed that the number of articles containing the word PR significantly increased from 152 in 1990 to 355 in 2000. As expected, the tone of the articles became significantly more positive in 2000. In 1990, only 14.47% had a positive tone about PR while 29.86% of the articles in 2000 were positive. In addition, recent articles tend to treat more corporate-related PR news than government PR. In 1990, 78.95% of the articles were about government PR. In contrast, 60.27% of the 2000 articles were about private companies. Practical implications of the results are offered.