20년간 국내 뉴미디어 연구의 지적 구조 : 『광고학연구』의 저자 동시인용 분석과 사회 연결망 분석을 중심으로

초록

This study explored how the new media research was evolved as an academic field in Korea over the 20 year period from 1997 to 2016. Unlike a content analysis that provides simple frequency and ratio about the author, thesis length, research method, and research area, this study examined the intellectual structure of new media research using a co∼citation analysis. It analyzed 3,400 authors of 191 articles published in the Korean Journal of Advertising across 4 different time periods utilizing author co∼citation analysis as a method. Also, component & centrality analysis were used through the social network analysis. As a result, They were classified into four categories as the research subjects: the beginning of internet research in 1997∼2001, the diversification and proliferation of Internet research in 2002∼2006, Mobile research in 2007∼2011, SNS research in 2012∼2016. The study provided the implication to identify the research trends and academic characteristics of new media research.

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