본문 바로가기
KERD
논문KCI 등재

정부-공중관계와 공동체 의식을 통한 보훈 정책 평가와 실천

Between ‘Government-Public Relations’ and ‘Citizens’ Assessment and Participation toward Government’s Veterans Affairs Policy’ in South Korea

김대욱|최명일|김학신
한국PR학회 (Korean Academic Society For Public Relations)|2021.12|PR연구 (Journal of Public Relations)|제25권 제4호|pp. 57-81|DOI 10.15814/jpr.2021.25.4.57

0

조회

0

다운로드

4

인용

0

참고문헌

키워드

공동체 의식Sense of CommunityCommunity BuildingGovernment PR공동체 형성정부 PR정부-공중관계Government-Public Relationship
주제분류신문방송학

초록

목적본 연구는 정부PR의 전략적 활용을 통한 정부-공중관계 형성(Ledingham,2001; 최지현·조삼섭, 2017)과 공동체 형성 이론(Kruckeberg & Starch, 1988)을 이론적 논의의 주요개념으로, 정부-공중관계가 보훈 정책 긍정평가와 보훈 문화 확산이라는 정부 보훈 정책의 사회적 가치실현에 어떻게 연결되는지를 분석하였다. 구체적으로는 ‘공동체 의식’이 ‘정부-공중관계’와 ‘시민들의 국가보훈 인식과 평가’, ‘실천 의지’를 어떻게 매개하는지를 살펴보았다. 방법 및 결과전국 만20세부터 59세 성인을 대상(N=1,000)으로 설문 조사를 시행한 결과, 긍정적인 보훈 정책 평가와 보훈실천에 대한 정부-공중관계의 영향이 시민들이 인식하는 공동체 의식에 매개된다는 사실이 나타났다. 즉, 정부의정책 능력과 소통역량에 대한 긍정적 인식을 바탕으로 한 정부와 시민의 우호적 관계는 공동체 의식 강화를통해 사회통합과 공동체 구축을 목적으로 하는 정부 정책에 대한 긍정적 인식과 시민의 직접적인 참여 의지로연결될 수 있다. 결론정부의 정책운영 능력과 도덕성, 커뮤니케이션 능력에 대한 공중의 적극적 인식과 신뢰감을 바탕으로 한 정부-공중관계가 공동체 의식의 선행요인으로 작용한다는 사실을 알 수 있다. 또한, 공동체 의식이 정부-공중관계와보훈정책에 대한 긍정 평가와 보훈실천 의지를 매개한다는 사실을 입증함으로써, 정책 이해는 물론, 대중의 적극적인 정책 개입을 유도할 수 있는 PR 전략으로 공동체 의식의 중요성을 확인할 수 있다.

Abstract

Purpose This study aims to analyze how the Government-Public Relationship is related to the Korean government’s veterans affairs policies, which commemorate the dedication of veterans and urge citizens to practice prosocial activism with the veterans affairs. In order to approach the primary purpose, this study employs the establishing government-public relations through strategic use of government PR(Ledingham, 2001; Choi Ji-hyeon, Cho Sam-seop, 2016) and community-building theory (Kruckeberg & Starch, 1988)' as a theoretical research frame. Methods and Results As a result of conducting a survey on adults aged 20 to 59 nationwide (N=1,000), the impact of the government-public relationship on the positive evaluation of government’s veterans affairs policies and the favorable behavioral intention with the veterans affairs policies was mediated by the sense of community. In other words, the positive relationship between the government and the public based on a positive perception of the government's policy capability and communication capacity lead to the enhancement of sense of ccommunity, which in turn influence on the positive policy evaluation and participation in practicing veterans affairs. Conclusion It can be seen that the public's experiential perception towards the government's policy management ability, morality, and communication ability function as a major factor in the process of community-building. Moreover, by demonstrating the fact that a sense of community mediates ‘government-public relations’ and ‘citizen’s positive evaluation and participation toward government’s veteran’s affairs policy’, fostering a sense of community as a strategic concept for effective government PR can be suggested. Thus, the importance of the sense of community can be reconfirmed as a PR strategy that can induce active intervention in the policy from the public beyond understanding and agreeing with the policy.

참고문헌 (70)

  1. Behn, R. D., "What right do public managers have to lead", Public Administration Review, 58(3), pp.209~224 (1998)
  2. Broom, G. M., "Cutlip & Center’s effective public relations" (2009), Prentice-Hall
  3. Bruning, S. D., "Examining city–resident relationships : Linking community relations, relationship building activities, and satisfaction evaluations", Public Relations Review, 30(3), pp.335~345 (2004)
  4. Bruning, S., "Relationships between organizations and publics : Development of a multi-dimensional organization-public relationship scale", Public Relations Reviews, 25(2), pp.157~170 (1999)
  5. Chavis, D. M., "Sense of community in the urban environment : A catalyst for participation and community development", American Journal of Community Psychology, 18(1), pp.55~81 (1990)
  6. 최지현, "한국형 정부ᐨ공중 관계 구성 차원에 관한 연구", 홍보학연구, 21(1), pp.54~96 (2017), 한국PR학회[DOI]
  7. 정원준, "공중의 세분화로 분석한 국가 보훈행사에 대한 젊은 세대의 참여도 차이와 활성화 방안에 대한 연구", 홍보학연구, 18(2), pp.248~279 (2014), 한국PR학회
  8. Dodd, M. D., "A social capital approach : An examination of Putnam’s civic engagement and public relations roles", Public Relations Review, 41(4), pp.472~479 (2015)
  9. Dong, C., "Connecting young adults to democracy via government social network sites", Public Relations Review, 44(5), pp.762~775 (2018)
  10. Dunham, L., "Enhancing stakeholder practice : A particularized exploration of community", Business Ethics Quarterly, 16(1), pp.23~42 (2006)
  11. Fitzpatrick, K., "Toward a professional responsibility theory of public relations ethics", Journal of Mass Media Ethics, 16(2-3), pp.193~212 (2001)
  12. Gastil, J., "Of attitudes and engagement : Clarifying the reciprocal relationship between civic attitudes and political participation", Journal of Communication, 60(2), pp.318~343 (2010)
  13. Gelders, D., "Government communication about potential policies: Public relations, propaganda or both?", Public Relations Review, 36(1), pp.59~62 (2010)
  14. Grunig, L. A., "Excellent public relations and effective organizations:A study of communication management in three countries" (2002), Lawrence Erlbaum Associates
  15. Hallahan, K., "“Community” as a foundation for public relations theory and practice", Annals of the International Communication Association, 28(1), pp.233~279 (2004)
  16. 한균태, "효율적 정책집행과정과 정책공중 유형별 정책고객관계관리를 위한 정책홍보 실무자들의 인식", 홍보학연구, 12(1), pp.73~108 (2008), 한국PR학회
  17. Heath, R. L., "Community relationship building : Local leadership in the risk communication infrastructure", Journal of Public Relations Research, 14(4), pp.317~353 (2002)
  18. Hibbing, J. R., "Congress as public enemy : Public attitudes toward American political institutions" (1995), Cambridge University Press
  19. Holtzhausen, D. R., "Resistance from the margins : The postmodern public relations practitioner as organizational activist", Journal of Public Relations Research, 14(1), pp.57~84 (2002)
  20. Hon, L. C., "Guidelines for measuring relationships in public relations" (1999), Institute for Public Relations
  21. Hong, H., "Government websites and social media’s influence on government-public relationships", Public Relations Review, 39(4), pp.346~356 (2013)
  22. Hong, H., "Public segmentation and government–public relationship building : A cluster analysis of publics in the United States and 19 European countries", Journal of Public Relations Research, 24(1), pp.37~68 (2012)
  23. Hu, L. T., "Cutoff criteria for fit indexes in covariance structure analysis : Conventional criteria versus new alternatives", Structural Equation Modeling : A Multidisciplinary Journal, 6(1), pp.1~55 (1999)
  24. Huang, Y. H., "OPRA : A cross-cultural, multi-item scale for measuring organization-public relationships", Journal of Public Relations Research, 13(1), pp.61~91 (2001)
  25. 형시영, "국가보훈의 제도적 상징성에 관한 연구", 국가정책연구, 25(2), pp.81~103 (2011), 국가정책연구소[DOI]
  26. Johnston, K. A., "Community engagement:Exploring a relational approach to consultation and collaborative practice in Australia", Journal of Promotion Management, 16(1-2), pp.217~234 (2010)
  27. 전대성, "정부신뢰에 대한 연구- 대통령에 대한 신뢰와 정부정책에 대한 평가 비교를 중심으로 -", 한국정책학회보, 22(2), pp.181~206 (2013), 한국정책학회
  28. The national veterans affairs and the national security, "Kang, W. T.", The Institute of Education for the National Veterans Affairs, ~ (2010)
  29. 김형석, "한국의 문화적 특성을 반영한 공중관계성 측정도구에 관한 연구", 한국광고홍보학보, 10(1), pp.99~139 (2008), 한국광고홍보학회
  30. Kim, J. S., "Compensation for national merit and strengthening of courtesy", Public Administration Focus, 130, pp.10~17 (2017)
  31. 김정연, "노무현 정부의 PR 평가", 한국정치학회보, 49(2), pp.5~26 (2015), 한국정치학회
  32. Kim, M., "Examining the role of sense of community : Linking local government public relationships and community-building", Public Relations Review, 45, pp.297~306 (2019)
  33. Kim, Y., "Toward an effective government–public relationship : Organization–public relationship based on a synthetic approach to public segmentation", Public Relations Review, 41(4), pp.456~460 (2015)
  34. King, C. S., "The question of participation : Toward authentic public participation in public administration", Public Administration Review, 58(4), pp.317~326 (1998)
  35. Kruckeberg, D., "Public relations and community: A reconstructed theory" (1988), Praeger
  36. Ledingham, J. A., "Government-community relationships : Extending the relational theory of public relations", Public Relations Review, 27(3), pp.285~295 (2001)
  37. Ledingham, J. A., "Explicating relationship management as a general theory of public relations", Journal of Public Relations Research, 15(2), pp.181~198 (2003)
  38. 이동훈, "메르스(MERS) 감염에 대해 일반대중이 경험한 두려움과 정서적 디스트레스에 관한 탐색적 연구", 한국심리학회지:일반, 35(2), pp.355~383 (2016), 한국심리학회[DOI]
  39. Lee, J. I., "Analysis of political advertisements in past presidential elections in political communication", Advertising Research, 6, pp.309~327 (1993)
  40. 이종구, "정책수용 및 정책홍보 영향요인에 관한 실증적 연구: 서울시 대기환경 정보제공 서비스를 중심으로", 한국행정논집, 26(1), pp.77~96 (2014), 한국정부학회
  41. Lee, M., "Reporters and bureaucrats : Public relations counter-strategies by public administrators in an era of media disinterest in government", Public Relations Review, 25(4), pp.451~463 (1999)
  42. Lee, M., "The practice of government public relations", pp.9~25 (2012), CRC Press
  43. McMillan, D. W., "Sense of community : A definition and theory", Journal of Community Psychology, 14(1), pp.6~23 (1986)
  44. Miller, A. H., "Political issues and trust in government : 1964-1970", American Political Science Review, 68(3), pp.951~972 (1974)
  45. Miller, A., "Critical citizens", pp.204~216 (1999), Oxford University Press
  46. Annual report, "Ministry of Patriots & Veterans Affairs", ~ (2009)
  47. Nabatchi, T., "Direct public engagement in local government", The American Review of Public Administration, 44(4_suppl), pp.63S~88S (2014)
  48. 오경수, "정책PR이 정책지지, 정부신뢰에 미치는 영향 연구", 한국콘텐츠학회 논문지, 13(7), pp.190~202 (2013), 한국콘텐츠학회[DOI]
  49. Omoto, A. M., "The power of connections : Psychological sense of community as a predictor of volunteerism", The Journal of Social Psychology, 156(3), pp.272~290 (2016)
  50. Park, J., "Declining relational trust between government and publics, and potential prospects of social media in the government public relations", Proceedings of the EGPA Conference (2009)
  51. 박균열, "국가보훈의식지수개발 기초연구", 윤리교육연구, (23), pp.305~330 (2010), 한국윤리교육학회
  52. Peterson, N. A., "Validation of a brief sense of community scale : Confirmation of the principal theory of sense of community", Journal of Community Psychology, 36(1), pp.61~73 (2008)
  53. Putnam, R. D., "Bowling alone : America's declining social capital", Journal of Democracy, 6, pp.65~78 (1995)
  54. Sanders, K., "Political public relations", pp.254~273 (2019), Routledge
  55. Sanders, K., "Mind the gap : Local government communication strategies and Spanish citizen’s perceptions of their cities", Public Relations Review, 41(5), pp.777~784 (2015)
  56. Seo, I. S., "A research on perceptions and behaviors of collage students to national patriot and veteran : Focusing on theory of reasoned action &theory of planned behavior", Journal of Korean Policy and Science, 15(2), pp.141~170 (2011)
  57. Shin, H. C., "Principles of administrative PR" (2002), Ehwa Women’s University Press
  58. Simon, B., "Helping individuals or group members? The role of individual and collective identification in AIDS volunteerism", Personality and Social Psychology Bulletin, 26(4), pp.497~506 (2000)
  59. Snyder, M., "Cooperation in modern society: Promoting the welfare of communities, states and organizations", pp.144~158 (2012), Taylor and Francis
  60. Starck, K., "Ethical obligations of public relations in an era of globalisation", Journal of Communication Management, 8(1), pp.29~40 (2003)
  61. Suh, W., "Status and tasks of veterans training ceremony : A study on the veterans training ceremony in our society for 70 years of liberation" (2016), Veterans Education Research Institute
  62. Talò, C., "Sense of community and community participation : A meta-analytic review", Social Indicators Research, 117(1), pp.1~28 (2014)
  63. Vandebosch, H., "Reader government policy and communication Cursustekst overheidsbeleid en communicatie" (2004), University of Antwerp
  64. Wahlke, J. C., "Policy demands and system support : The role of the represented", British Journal of Political Science, 1(3), pp.271~290 (1971)
  65. Warner, M., "Building social capital : The role of local government", The Journal of Socioeconomics, 30(2), pp.187~192 (2001)
  66. Waymer, D., "Democracy and government public relations : Expanding the scope of"relationship"in public relations research", Public Relations Review, 39(4), pp.320~331 (2013)
  67. Westheimer, J., "Building school communities : An experience-based model", Phi Delta Kappan, 75, pp.324~324 (1993)
  68. Yang, A., "The relationship between the professionalization of public relations, societal social capital and democracy : Evidence from a crossnational study", Public Relations Review, 39(4), pp.257~270 (2013)
  69. Yoo, J., "Government PR" (2010), Communication Books
  70. Zhang, W., "Another piece of the puzzle : Advancing social capital theory by examining the effect of political party relationship quality on political and civic participation", International Journal of Strategic Communication, 4(3), pp.155~170 (2010)

관련 논문AI추천

정부(국가보훈부)-공중 관계성은 공중들의 공동체(사회) 참여를 증진하는가? 보훈 실천 행위의 매개효과를 중심으로김대욱한국PR학회 · PR연구2024 · 제28권 제4호국가 보훈 정책에 대한 상호지향성 분석: 예우 정책에 대한 국가 보훈처 공무원과 일반 국민 인식을 중심으로김대욱, 김학신, 최명일한국PR학회 · PR연구2022 · 제26권 제3호국가보훈정책 지지와 참여의 결정요인 분석: 국가정체성과 정부신뢰를 중심으로이병현한국보훈학회 · 한국보훈논총2024 · 제23권 제2호한국형 정부ᐨ공중 관계 구성 차원에 관한 연구조삼섭, 최지현한국PR학회 · PR연구2017 · 제21권 제1호정부-공중 관계성에 대한 정부 관계자, 청년, 시니어 간 인식 차이 비교 상호지향성 모델의 적용김수연, 김지윤한국PR학회 · PR연구2020 · 제24권 제4호정책홍보는 어떻게 정부신뢰를 구축하는가: 정책만족의 매개효과를 중심으로조규철, 지수호, 한명성성균관대학교 국정전문대학원 · 국정관리연구2023 · 제18권 제3호

이 간행물의 다른 논문 (5건)

질병 낙인과 낙인 관리 커뮤니케이션이 건강소통의지에 미치는 영향: 비만 이슈를 중심으로김수진, 유선욱pp. 1-30뉴미디어 리터러시가 뉴스 팩트체크 행동에 미치는 영향: 불확실성에 대한 민감성의 조절효과와 가짜뉴스 태도 및 사실확인 동기의 매개효과를 중심으로노환호, 이태준, 이병관pp. 31-56코로나 19 위험인식이 온라인 정보행동과 사회불신에 미치는 영향: 가짜뉴스 신뢰와 내집단신뢰의 조절효과를 중심으로정재선pp. 83-104글로벌 환경에서의 위기관리 커뮤니케이션: 국가 이미지와 위기 유형, 위기 커뮤니케이션 전략의 역할을 중심으로성민정, 장천락pp. 105-132코로나19 위험지각의 국가 차이와 문화 차원의 조절효과전종우pp. 133-149
원문 보기