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매체간 의제설정의 관계성 고찰: 유력 뉴스 사이트들을 중심으로

Analysis of the Nature of Intermedia Agenda-Setting Effects among Major News Web Sites

임종섭
한국지역언론학회 (Korean Regional Communication Research Association)|2010.12|언론과학연구 (Journal of Communication Science)|제10권 제4호|pp. 498-532

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참고문헌

키워드

매체간 의제설정공통 의제독자적 의제유력 뉴스 사이트Intermedia agenda settinghomogeneous agendaunique agendamajor news Web sites
주제분류신문방송학

초록

본 연구는 유력 뉴스 사이트들간의 의제설정의 관계성이 공통의제와 독자적 의제 생산비율 관점에서 볼 때, 어떠한가를 탐구했다. 이같은 접근법은 선행연구에서 부족한 것으로 본 연구의 의의라고 할 수 있다. 구체적으로, 본 연구는 무작위로 구성한 1주일간(randomly constructed week)의 자료수집기간에 교차지연분석을 이용해 <조인스닷컴>과 <조선닷컴>, <동아닷컴>, <온라인 연합뉴스> 4개 유력 뉴스 사이트들간의 의제설정효과를 3일, 6일, 9일, 12일, 15일, 18일 등의 간격에서 분석했다. 이 결과, 매체간 의제설정이론의 예측과는 달리, 독자적 의제 생산비율이 평균 73.3%로 공통의제 생산비율(26.7%)보다 3배가량 높았다. 이는 유력 뉴스 사이트간 의제설정효과가 일상적으로 일어나기보다는 특수한 환경에서만 발생하는 효과임을 시사한다. 발생된 의제설정효과를 보면, 유력 신문사 종속형 뉴스 사이트들은 상호 의제를 설정했으며, 뉴스 통신사 사이트의 유력 신문사 사이트에 대한 의제설정효과는 낮았다.

Abstract

The present study examines to what extent agenda-setting effects among major news Web sites occur in terms of the production percentage of homogeneous agendas and the production percentage of unique agendas. This approach has been neglected in previous research, which is the point to which the present study contributes. Specifically, the present study investigates influential relationships among major South Korean news Web sites: Joins.com, Chosun.com, Donga.com, and online Yonhap News Agency. During a randomly constructed week, intermedia agenda-setting effects are examined during three days, six days, nine days, 12 days, 15 days and 18 days. Unlike the prediction of the theory, the production percentage of homogeneous agendas is an average of 73.3%, which is about three times as high as the percentage of unique agendas (26.7%). This indicates that agenda-setting effects among major news Web sites occur only under specific conditions. For such effects, newspaper Web sites influence one another's issue agendas at a similar level, and wire service Web site exerts a low level of influence on issue agendas of newspaper Web sites.

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