‘Trading Giant’ and ‘Economic Powerhouse’?: Images of the EU in Korean Television News
0
조회
0
다운로드
6
인용
0
참고문헌
키워드
초록
본 논문은 한국 TV 매체에서 비춰지는 EU에 대한 이미지를 파악하기 위해 2009년 상반기 동안 대표적인 방송 채널인 KBS와 MBC에서 보도된 EU에 관한 뉴스를 수집 및 분석하였다. 이 기간은 특히 한-EU FTA에 관한 논의가 진행 중인 시기여서 EU에 관한 뉴스가 그 어느 때보다도 많이 다루어졌다. 수집된 기사들은 ‘형식적 특징’과 ‘내용적 특징’ 이라는 두 가지 측면에서 분석되었다. 전자는 중요도(기사에서 EU가 차지하는 역할의 비중)와 지역성(EU가 다뤄지는 뉴스의 지역 범위), EU 뉴스의 분류 카테고리에 초점을 맞춰 분석되었고, 후자의 경우는 주요 EU 행위자, EU에 대한 평가 관점, 뉴스 화면상의 시각적 이미지 등에 초점을 두었다. 분석 결과 다음의 세가지 결과를 도출할 수 있었다. 첫째, 비록 한-EU FTA가 EU에 관한 대중적인 관심을 이끄는 데 결정적인 계기가 되었지만 EU뉴스의 중요도는 여전히 국내 정치적 사건에 비하면 뉴스 가치가 떨어짐을 보여주었다. 둘째, 양 채널 모두 가장 대표적으로 비춰지는 EU의 이미지는 거대한 무역 대상국으로서의 이미지라 할 수 있다. 그러나 이 이미지는 종종 한국민들이 민감하게 여기는 독도 영유권 표기 오류와 같은 정치적으로 민감한 뉴스들과 맞물려, EU가 자국의 경제적 이득만을 추구하는 이기적인 경제공동체라는 부정적인 이미지로 보여지도록 하는 결과를 가져왔다. 셋째, FTA이외의 기사를 보도하는 데 있어서는 KBS와 MBC 간에 차이점이 있었다. 전자의 경우 EU를 다양한각도에서 다룬 반면, 후자의 경우는 EU를 주로 제3국가의 관점에서 보도함으로써 EU가 정치적 이슈에 관해서는 소극적인 행위자로서 비춰지는 결과를 가져왔다. EU에 관한 인식이 상당부분 ‘타인의 시각’에 의해서도 형성된다는 점을 감안한다면 이러한 미디어에 비춰지는 EU의 이미지는 궁극적으로 국제 무대에서의 EU의 활동 영역과 역할을 규정짓는 데에 영향을 미칠 것이다. 만일 미디어에서 비춰지는 EU에 관한 이미지가 부정적이라면 한-EU 관계에서도 보다 진일보하는 관계를 기대하는 것은 어려울 것이다. 따라서 한-EU FTA를 계기로 양국간의 관계 발전을 추구하고자 한다면 미디어에서보다 신중하게 EU 관련 뉴스를 다룰 필요가 있다고 하겠다.
Abstract
This study analysed image of the EU in the Korean television media. In particular, KBS and MBC –two representative TV channels in Korea –were selected and were monitored for the period of six month in 2009 (1 January-30 June). Since it was when the Korea-EU FTA was an important agenda of the Korean government and underwent final rounds of negotiations, the EU was covered more often than ever on the Korean TV. The collected data was analysed in two aspects –the first aspect concerned ‘formal characteristics’ such as degree of centrality, focus of domesticity and placement of news, and the other concerned ‘substantive characteristics’ with a special focus on actor, evaluation attitude and visual imagery and so on. The analysis came up with three main results. First, although FTA was a turning point to attract the public and media attentions to the EU, its political significance was not as much important as a domestic political scandal as was seen in the case of the suicide of former state leader. Second, on both KBS and MBC, the most visible topic in EU coverage was a ‘trading giant’ and ‘economic powerhouse’. Such image was associated with politically sensitive news such as the EU website’s erroneous inclusion of Dokdo to the Japanese territory, thus the Korean televisions were very likely to interpret the EU as an insensitive and self- interested economic entity only. Third, in reporting other news than FTA, KBS and MBC had a quite different attitude. Whereas KBS maintained neutral attitude by reporting the EU in various degrees of centrality, MBC covered the EU mainly in a third country context. The latter also dealt with the EU as a passive participant in international political issues. Given the fact the perception on the EU is greatly shaped by ‘the eyes of Others’ and this will eventually affect the performance and capabilities in the international arena, it is necessary to analyse the EU’s external media images constantly and systematically. With the negative image of the EU created by the news, a more effective and efficient EU-Korea partnership cannot be expected. Therefore, constant efforts are more required than ever, especially when Korea and the EU are heading toward a strategic partnership on occasion of the successful conclusion of FTA.
참고문헌 (53)
- Bain, Jessica, "Europe at 6pm: Images of the EU on New Zealand Television News", 박사, pp.2007
- Balme, Richard, "Europe-Asia Relations: Building Multilateralisms" (2008), Palgrave
- Bell, L., "Push More Pens - Europe - A Worldwide Special Report - The Bureaucracy’", The Australian, pp.T11~ (2004)
- Cederman L.E., "Constructing Europe’s Identity: The External Dimension" (2001), Lynne Rienner Publishers Co.
- "A Qualitative Analysis of a Potential Free Trade Agreement between the European Union and South Korea"[URL]
- Chaban, N., "The EU Portraits in NZ News Media: Media Contributions to Public Opinion Formation", Asia-Pacific Journal of EU Studies, 1(2), pp.179~203 (2003)
- Chaban, N., "The EU through the Eyes of Asia" (2007), University of Warsaw
- Chaban, N., "The European Union and the Asia-Pacific: Media, Public and Elite Perceptions of the EU" (2008), Routledge
- Chaban, N., "The EU through the Eyes of Asia: New Cases, New Findings" (2009), World Scientific
- Chaban, N., "Forthcoming 2010. Europe and Asia: perceptions from afar" (2010), Nomos
- Cohen, B., "The Press and Foreign Policy" (1963), Princeton University Press
- Cook, Timothy, "Governing with the News: The News Media as a Political Institution" (1998), The University of Chicago Press
- "Economic Impact of a Potential Free Trade Agreement (FTA) Between the European Union and South Korea"[URL]
- Dearing, James W., "Agenda-Setting" (1996), SAGE Publications
- Survey Analysis of EU Perceptions in South East Asia, "Europe Aid Final Report", A.R.S. Progetti S.r.l. Ambiente, Risorse e Sviluppo, ~, pp.Framework Contract, AMS (2003), 451-Lot 7
- Perceptions of the EU’s role in South East Asia, "Europe Aid Final Report", Framework Contract Commission, ~, pp.EuropeAid (2007), 123314[DOI]
- "European Commission Final Report. ‘The Economic Impact of the Free Trade Agreement (FTA) between the European Union and Korea,’"[URL]
- "The External Image of the European Union, Working Paper No. 17/07" (2007)[URL]
- Hamm, Bradley J., "“Agenda Setting” In History of the Mass Media in the United States: An Encyclopaedia" (1998), Fitzroy Dearborn
- "Indianapolice Monthly, February 2006", ~ (2006)
- "2009 KBS Annual Report"[URL]
- Lippmann, Walter, "Public Opinion" (1922), Macmillan
- Lisbonne-de Vergeron, Karine, "Contemporary Indian Views of Europe" (2006), Chatham House
- Lisbonne-de Vergeron, Karine, "Contemporary Chinese Views of Europe" (2007), Chatham House
- Lucarelli, S., "Interpreted Values: A Normative Reading of EU Role Conceptions and Performance. in: The European Union’s Roles in International Politics: Concepts and Analysis" (2006), Routledge
- Lucarelli S., "Values and Principles in European Union Foreign Policy" (2006), Routledge
- Lucarelli, S., "External Perceptions of the European Union as a Global Actor" (2010), Routledge
- McCombs, M., "The Agenda-Setting Function of Mass Media", Public Opinion Quarterly, 36, pp.176~185 (1972)
- McCombs, Maxwell, "Setting the Agenda: The Mass Media and Public Opinion" (2004), Blackwell Publiching Inc
- "Ministry of Foreign Affairs and Trade"[URL]
- "Moonhwa Broadcasting Corporation"[URL]
- Neuman, W. Russell, "Common Knowledge: News and the Construction of Political Meaning" (1992), The University of Chicago Press
- Park, Sunghoon, "“Impaired Vision? The EU in the Eyes of Korea” In The EU through the Eyes of Asia" (2007), University of Warsaw
- Roper Organization, "America’s Watching:30th Anniversary" (1989), Television Information Office
- Roper Organization, "America's Watching: Public Attitudes Towards Television" (1991), Roper Organization
- Roper Worldwide, "America’s watching: Public Attitudes towards television" (1995), Roper Starch Worldwide
- Rozman, Gilbert, "Northeast Asia’s Stunted Regionalism" (2004), Cambridge University Press
- Shambaugh, David, "Sandschneider, Eberhard and Zhou Hong, eds. China-Europe Relations: Perceptions, Policies and Prospects" (2007), Routledge
- Sjursen, H., "What Kind of Power? European Foreign Policy in Perspective", Journal of European Public Policy, 13(2), pp.169~181 (2006)
- "The Delegation of the European Union to the Republic of Korea"[URL]
- The Korea Communications Commission’s report, , ~ (2008)
- Thussu, Daya Kishan, "News as Entertainment: The Rise of Global Infotainment" (2008), SAGE
- Tsuruoka, Michito, "How External Perspectives of the European Union are Shaped: Endogenous and Exogenous Sources", paper prepared for the 20th World Congress of the International Political Science Association (IPSA), pp.9~13 (2006)
- Tsuruoka, Michito, "How External Perceptions of the European Union are shaped: Endogenous and Exogenous Sources", Paper presented at the GARNET Conference ‘The EU in International Affairs’ (2008)
- Tuchman, Gaye, "Making News: A Study in the Construction of Reality" (1978), The Free Press
- "World citizens favour stronger EU global role"[URL]
- Walker, M., "Europe: Superstate or Superpower?", World Policy Journal, 17(4) (2000)