지방신문 구독에 관한 연구 : Relationships between Community Ties and Newspaper Subscription
- 주제(KDC) 070.000
- 설명문(일반) This research was sponsored by the 1986-87 junior Faculty Research Grant of the United Board for Christian Higher Education in Asia
- 발행기관 서강대학교 언론문화연구소
- 발행년도 1988
- 총서유형 Journal
- 본문언어 한국어
초록/요약
1. Purposes Many academicians and journalism practitioners have tried to find out characteristics of those who subscribe to a particular newspaper. Especially this concern has been developed mainly in Western countries where local newspapers are prospering. Researchers suspected that there might be some theoretic relationships between residents' community ties to a resident place and their subscription to a local newspaper. Most studies revealed that the stronger community ties one has, the more likely one is to subscribe to a local newspaper. In Korea, there exist ten local newspapers as of 1986. Most of all, they have done no systematic research of newspaper subscribers. Therefore, they don't know characteristics of subscribers of a local newspaper. In short, this study is the first one exploring theoretical linkages between community ties and newspaper subscription in Korea. This will also contribute partically to increasing newspaper subscriptions, especially of local newspapers. 2. Methods This study took advantage of an existing research which in 1986 had surveyed both local community residents' and local mass media persons' perceptions of the possible local government system. The survey had been in Taegu and Chunju cities in Sourthern Korea. It also had included surveying the local citizens' perceptions of local mass media. Therefore, this study's test depended upon a secondary analysis of the existing research's data. Of course, the analysis accompanied computer-based statistical operations. Originally the number of citizen respondents was 473:236 from Taegu and 237 form Chunju. Their mean age is 39.9. Their 80 percent are male respondents. 72.8 percent are graduated from ones higher than junior high schools. 26.5 percent make at least 500,000 won as a houseold's monthly income. 3. Results The most significant findings are that a household's economic status and its future tie to a community are highly correlated with newspaper subscription. Most of all, a household's economic status explained newspaper subscription statistically most. This means that insofar as a newspaper subscription change is considered as one item of a household's consumption expenses, economic status is very important in determining the household's newspaper subscription. Also a household's future tie to a community explained newspaper subscription statistically the second most. This indicates that the longer a household plans to live in the community, the more it tends to subscribe to the community's local newspaper. Particularly this future tie to place was much more significant in determining newspaper subscription than each of the household's past and affective ties to a community. These two findings support considerably well the results found in the U.S.A.'s researches. They can be useful to expanding subscription of our country's local newspapers. That is, the two findings can have high applicabilities if local dailies try to sell their newspaper to households which are economically healthy and plan to live longer in the communities. These are theoretical and practical contributions of this study.
more