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'Relay Advertisements' and Implications of Journalism Regarding the 2nd Jeju Airport
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제주 제2공항 '릴레이 광고'와 저널리즘 함의

논문 기본 정보

Type
Academic journal
Author
Lee Seohyeon (제주대학교) Choi Nak-Jin (제주대학교)
Journal
한국정치커뮤니케이션학회 정치커뮤니케이션연구 정치커뮤니케이션연구 제64호 KCI Accredited Journals
Published
2022.3
Pages
5 - 57 (53page)
DOI
10.35731/kpca.2022..64.001

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'Relay Advertisements' and Implications of Journalism Regarding the 2nd Jeju Airport
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In this study, the contents of ‘relay advertisements’ published in daily newspapers in relation to the 2nd J e ju Airport were analyzed: intensive interviews were conducted on advertisers, newspaper advertisement managers, and reporters for and against the advertisement. Through which, the journalistic implications of the airport were ascertained. Ahead of the poll, the groups for and against the second airport conducted a relay advertisement workshop to inform the citizens of their respective opinions, and to create favorable public opinion. The advertisement messages were mainly for the aim of pleading one’s position. There were overwhelmingly more pleading forms of advertisements on the opposing side, and there were slightly higher messages that provided logical presentations on the supporting side. As advertisement messages, core keywords that had been claimed so far by the supporting and opposing groups were generally used, and a greater ratio of visual images was seen over explanation or logic. Furthermore, with regard to the e ffect of relay advertisement, it was determined that it had an influence on deciding to vote for or against to a certain degree. Meanwhile, both supporting and opposing advertisers showed a ‘hostile media perception’ in which they feel that media reports were unfavorable to them but advantageous to the other party. It may be more important for the relay opinion advertisements of the 2nd airport to reve al t he journalistic implications than the effect of advertisements themselves. It should be examined as to whether the supporting and opposing advertisers intended to draw public opinions even through relay opinion advertisements due to the inability of the local media performing their roles properly, and whether newspapers had been attracting relay advertisements with their recent reporting attitude for ‘commercial sales’ rather than ‘journalistic obligations’ considering that the contents of the articles and advertisements are independent areas separate from one another.
#제2공항 #릴레이 광고 #의견광고 #공론화 #저널리즘 #적대적 매체지각 #Second Jeju Airport #relay advertisement #opinion advertisement #public deliberation #journalism #Hostile media perception

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