국내 ‘옥외광고’ 관련 언론보도 분석 : 1990년부터 2020년까지의 언론보도 기사를 중심으로

초록

This study applied agenda-setting theory to understand the trends of media coverage of OOH Advertising in Korea, analyzing media reports by using semantic network analysis, a big data analysis technique. To this end, the titles, subtitles, texts, and keywords of 11,019 media reports from 54 outlets covering issues related to OOH Advertising between 1990 to 2020 were collected in order to extract keywords. Subsequently, the relationships between the keywords were identified. Through this analysis, this study attempted to understand how the perception and semantic structure of OOH Advertising in our society are being formed, and how the agenda and discourse are being built around certain keywords. As a result of the study, it was found that the area of OOH Advertising was reported by the Korean media as a subject that required improvement or regulation as it greatly harms the aesthetics of urban landscape, or as an object that can make the landscape more beautiful. The area of OOH Advertising in the future will need, via a variety of social and policy implications, more media coverage that would attract the publicʼs attention. In addition, studies on the use of OOH Advertising reflecting the zeitgeist are urgently needed through cooperation between industry, academia, and the government; furthermore. the media needs to continue to report on important information about OOH Advertising messages reflecting the identity and he role of OOH Advertising while actively incorporating technology in this area.

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