한∙미 방송사 뉴스사이트에 실린 인터넷 광고의 선정성 비교분석 = A Cross-Country Analysis of the Degree of Sensational Internet Advertisements on Television News Homepage in South Korea and the United States

다국어 초록 (Multilingual Abstract)

This study compares the patterns of advertisements posted on Korean and U.S. broadcasting websites by using “hyper-commercialized journalism,” a journalistic style that uses news as a tool for advertising and seeks profits. This study analyzes the patterns of Internet advertisements posted on the story screens of five Korean broadcasting websites and five U.S. broadcasting websites during eight consecutive days. During this time period, Korean broadcasting websites post on the story screen 2,049 pieces of advertisements, which are 4.5 times as many as the U.S. counterparts, and the Korean broadcasting websites carry pop-up ads and bundle ads that are absent in the U.S. counterparts. The proportions of advertisements on the inside of a story on Korean broadcasting websites are 18 times as high as on the U.S. counterparts. Korean broadcasting websites post sensational advertisements on a story screen more frequently than the U.S. websites. These findings imply that the Korean broadcasting websites seek hyper-commercialized journalism in producing Internet advertisements.

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