‘투명 페트병 별도 분리배출제’는 왜 공중의제가되지 못했나? : 제주지역 사례를 중심으로 = Why Did the ‘Separate Disposal of Transparent PET Bottles’ Fail to Become a Public Agenda? : Focusing on the Jeju Region Case

다국어 초록 (Multilingual Abstract)

The “Separate Collection System for Transparent PET Bottles,” proposed by the Ministry of Environment in 2020, has been criticized for failing to integrate into daily life even after four years of implementation, with Jeju showing similar challenges. This study examines why the policy has not become a public agenda in Jeju. To this end, media reports on the policy were analyzed, and interviews were conducted with government, media, and public representatives. The analysis revealed that most media reports focused on explaining the policy, with relatively few addressing its implementation outcomes or promoting public participation. About 80% of the information sources relied on the Jeju provincial government, and critical articles accounted for only 14.7%. Interview results indicated that low public awareness, passive media reporting, and insufficient government promotion strategies were the main factors hindering the policy’s establishment as a public agenda. In particular, the lack of agenda-setting and maintenance by the media was identified as a significant barrier to policy dissemination. Respondents emphasized that sustained promotion, public education, and the media’s role in “agenda keeping” are essential for the successful adoption of the policy. This study highlights that organic interaction between policy, media, and the public is crucial to enhancing policy effectiveness.