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방송설립 초기의방송개혁 운동에 대한 담론분석 －미국신문의 보도프레임과 정치적인 함의

The Public Interest Discourse during the Emerging Broadcasting Era －The Framing of U.S. Press for Broadcast Reform Movement and its Political Implications

유승관
한국정치커뮤니케이션학회 (Korean Political Communication Association)|2010.06|정치커뮤니케이션연구 (Journal of Political Communication)|제17호|pp. 213-248|DOI 10.35731/kpca.2010..17.006

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참고문헌

키워드

프레임discourse담론분석framing방송개혁운동신문과 방송의 관계미국시민자유연맹Broadcast Reform MovementPress-radio relationshipACLU

초록

이 연구는 1930년부터 1934년 미국에서의 방송에 대한 정체성을 결정하는 태동기에 신문이 방송개혁운동을 어떻게 다루었는지를 내용분석과 담론분석을 이용한 프레이밍 분석을 통해 분석하였다. 이 연구의 목적은 크게 두 가지로 첫째, 신문이 방송개혁운동을 1930년대 방송제도화의 출발시기이자 격동기에 어떻게 다루었는지를 양적, 질적 방법을 통해 분석하였다. 둘째, 이를 통해 신문과 라디오방송의 관계 변화가 방송개혁운동을 다루는데 어떤 변화와 영향을 주었는가를 알아보았다. 연구결과 가장 뚜렷한 특징은 방송개혁운동에 대한 양적 취재가 매우 제한적이어서 이러한 움직임에 대한 공론의 장을 충분히 제공하지 못했다는 점이다. 또한 질적으로 보았을 때도 방송개혁운동에 대한 신문의 주된 프레임은 부정적인 것이 많았다. 그리고 라디오가 신문의 경쟁매체가 될 것이라는 인식이 점차 신문과 방송의 공생과 전략적 제휴로 변화되었던 것도 공익적 방송제도의 논의에 간접적인 영향을 준 것으로 보인다. 또한 이러한 종합적인 요인들과 함께 정치경제학적 관점에서 볼 때 기존 미디어산업과 관련자들이 추구하고자 했던 현상유지를 위한 가치와 경향이 미래 미국방송의 소유와 운영 방식을 포함하여 상업방송 이외의 다양한 방송구조에 대한 논의를 촉구하고자 했던 방송개혁운동을 위한 담론 확산에 긍정적인 영향을 주지 못했던 것으로 보인다.

Abstract

The purpose of this study is two-fold. First, this study investigates how the press covered the broadcasting reform movement during the early 1930s. Specifically, the study, using key word searches of broadcast reform groups, investigated the New York Times from 1930 to 1934 when commercial broadcasting was formally set up. In doing so, this study aimed to investigate how many number of articles covered the broadcast reform movements and its related figures and events, and which frames were generally used. Second, it examines how the relationship between the press and radio affected the broadcast reform movement. This study found that the newspaper coverage of the broadcast reform debate was neglected. The press covered the broadcast reform movement very rarely, which also means the broadcast reform movement drew very little attention from the press even if several groups and intelligentsia tried to seek public support. More seriously, among very scant amount of coverage about the broadcast reform movement, the media did not frame the issue more in-depth by marginalizing important public interest discourse. Consequently, the lack of press coverage for the broadcast reform movement and unsophisticated media frames stemmed from the press-radio relationship in that era contributed to the prevention of sufficient public debate about the broadcast reform movement. Hence it might well have established the current system of advertising-supported and profit-driven media commercialization of radio broadcasting. The lack of coverage also maintained the status quo of the radio industry being inherently neutral and wholesome for the American public. Also, viewed from the press coverage of the broadcast reform movement during the early 1930s, the recognition of the press that radio became their strong competitor had not played any positive role in generating support for the broadcast reform movement.

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