한국의 저출산 현상에 대한 기혼 여성들의 인식 및 효과적인 커뮤니케이션 전략 연구 = A Study of Low Fertility Issue and Public Relations Campaign Strategy in South Korea

다국어 초록 (Multilingual Abstract)

The present study attempts to explore the perception of low birth trend using focus groups as the research method. The findings from the focus groups are as follows. First, the public relations campaign should embrace a multi-level approach at the individual, organizational, and societal level. The public relations campaign to increase birth rate should be planned and cooperated by the ministry of health and welfare, the ministry of labor and employment, the ministry of education, and the ministry of gender equality. While the present public relations campaign of SAROMAJI focuses on symbolic communication which includes advertisements and events, the new direction should combine behavioral communication which includes enhanced governmental policies and expands child care facilities. Secondly, the policy on childbirth increase should reflect the public’s voices and their standpoints, mediated by opinion leaders in child care and online communities. Third, the campaign message should be tailored to the segmented public which can be classified into full time housewives and employed women. In particular, the public campaign to change the societal culture driven by materialism and masculinity needs to be implemented simultaneously.

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