뉴스와 광고의 은밀한 동거: 광고주에 대한 언론의 뉴스구성

초록

This research followed the major South Korean newspapers, Chosun, JoongAng, HanKyoreh andKyungHyang newspapers to study their relationship with advertisement - on how they useadvertisement to what degree and which views they take, also looking into the quantity ofadvertisement. The results of analysis is as thus: first, the more advertised companies tended tohave more news reports about them overall. Also, advertised companies were usually shown inpositive light rather than a negative one. The most notable constructive commonality found inthe positively advertised companies were that they were not usually introduced upfront throughthe title of the news article (or within the body of the article) but rather mentioned within themedia frame. The reasons for this pattern in advertising is to make bias towards JoongAng whichis obvious for pro companies, especially for the Chosun which is known for being neutral in mostcompany matters even for the HanKyoreh, KyungHyang known for their usual negative attitude towardsprivate companies.

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