주간지 독점기 『주간한국』의 매체 지형과 매체전략

Abstract

This article aims to examine the media strategy and implications of the weekly monopoly Weekly Hankook in the 1960s. Weekly Hankook has been negatively criticized for leading the depoliticization of journalism in response to the media policy of the Park Chung-hee regime. ‘In spite of this,’ this article focuses on how the weekly monopoly ‘Weekly Hankook’ was able to attract the attention of its readers with a steep rise. On the one hand, it asks for a reconsideration of the elitism embedded in journalistic standards, and on the other hand, it seeks to read the characteristic aspects of the media strategy of Hankook weekly publishers. The founding of Weekly Hankook was a challenge to the commercial success of weekly newspapers in the 1960s. It was a challenge to the commercial success of the weekly newspapers in the 1960s. Weekly Hankook was published by the Hankook Times Publishing House and operated in a cooperative system with Moji. Its editorial line was centered on commentary journalism and popularity, and it chose a comprehensive editorial system. The editorial strategy of Weekly Hankook resulted in the hypertrophy of the strategy of strengthening popularity as the strategy of commentary journalism did not work properly under media censorship. Compared to weekly newspapers, the following are the distinctive features of the popularity enhancement strategy. First, it developed topical feature articles to promote interest and fun among readers. If the feature article on leisure culture met the readers’ expectations and demands for leisure life, the questionnaire sought to interact with them with more fun projects. Second, the magazine expanded the space for leisure culture experience by establishing a corner with an open reporting format. The ‘Seongjang Listening Room’, which was held in the music listening room, was creating a new trend in youth leisure culture. The success of the public reportage format was expanded to the ‘Creating Cultural People’ project, which responded to readers’ needs for entertainment and expectations for education. Third, it sought to promote the actual expansion of the reading population by diversifying literature, the base of its popularization strategy. The specialized strategies of Weekly Hankook such as the establishment of a mystery literature prize, were linked to the literary system and the publishing market. Through new corners and events, it emphasized the presence of readers and drew them into voluntary participation.