대안 언론의 제작자들이 갖고 있는 독자인식과 독자 서베이 결과 비교 연구: 미국 텍사스 업저버(The Texas Observer)의 사례를 중심으로
The Alternative Press and its Readers: Producers' Perceptions of their Readers and the Readership Survey of the Texas Observer
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대안 매체에 대한 그 동안의 연구는 주로 대안 매체의 뉴스 제작과정, 뉴스 내용, 그리고 조직구성을 살핀 것이 대부분이며 대안 매체의 수용자에 대해 직접 조사한 연구는 거의 없다. 본 논문은 미국의 대안 언론인 텍사스 업저버 제작자 아홉 명과의 심층면접을 통해 제작자들이 갖고 있는 독자에 대한 인식을(perception) 먼저 살피고 있다. 이와 더불어 텍사스 업저버 독자 329명에 대한 온라인 서베이를 실시하여 독자들의 특성을 조사한 다음 독자 서베이 결과와 텍사스 업저버 제작자가 갖고 있는 독자 인식이 서로 일치하는지 조사하고 있다. 연구 결과 텍사스 업저버 제작자들이 독자에 대해 갖고 있는 인식-독자의 인구학적 특성, 독자의 정치행위와 사회운동 참여, 그리고 텍사스 업저버 구독 이유-이 독자 서베이 결과와 일치하는 것으로 나타났다. 연구 결과는 주류 매체 제작자들이 갖고 있는 수용자에 대한 인식을 살핀 기존의 연구 결과와 비교하여 대안 언론의 제작자들은 수용자의 특성에 대해 보다 자세한 인식을 하고 있다는 것을 보여 준다.
Abstract
This study tests ideas about how the alternative press relates to its audience, comparing this with previously published literature about how mainstream media relate to their audiences. This study interviewed nine former and current producers in the Texas Observer to ask about their perceptions of the audience. The researcher investigates how producers at the alternative press view their audiences and examines whether the audience of the alternative press is seen, as Nina Eliasoph suggests, as a constituency-- mobilized, active, and needing information to act on an issue that concerns the audience. To measure the accuracy of Observer staffers' perceptions of the readers, the researcher undertook the readership survey of the Observer. The researcher conducted an online survey with Observer readers to learn about their experiences with the Observer, their involvement in public issues, as well as their demographics. Through interviews with staff members and an online survey of the magazine's readership, the study concludes that the staff's connection with its readers is closer than is usual for mainstream media and that the readership is politically active. It is important to note that in general, the ways that Observer staff members characterize their audience, in terms of demographics, political ideology, and their political activities is quite accurately evidenced by my online readership, and that this is different--importantly so--from what the literature on newspaper and magazine journalists' knowledge of their audience shows. These researchers argued that communicators do not know their audiences. I think that this is the important contribution that this study makes to the media studies literature.
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