Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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Confirmation Bias on Public Advertising & Public Relations Performance: Comparing simultaneous vs. sequential information

공공 광고/PR 성과에 대한 확증편향: 동시적 vs. 순차적 정보 제공 비교를 통하여

  • Woo, Chong-Moo (Division of Strategic Campaign, Rainbow Communication Co,. Ltd.) ;
  • Choi, June-Hyock (Department of Media & Communication, Soonchunhyang University) ;
  • Choi, Hong-Lim (Department of Media & Communication, Sunmoon University)
  • 우종무 (레인보우커뮤니케이션) ;
  • 최준혁 (순천향대학교 미디어커뮤니케이션학과) ;
  • 최홍림 (선문대학교 미디어커뮤니케이션학과)
  • Received : 2020.04.06
  • Accepted : 2020.07.20
  • Published : 2020.07.28
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Abstract

In the digital media environment, the communication of government agencies has changed in various forms and the expertise has been strengthened. However, there are still negative views on the performance of public communication by government agencies. Criticism by prejudice, rather than rational evaluation, can hinder the development of public communication. Therefore, this study intends to identify whether there is a confirmatory bias in evaluating the performance of public communication by government and to suggest alternatives. To this end, this study confirmed that there is a possibility of confirmatory bias in evaluating the performance of public advertising/PR by comparing the simultaneous and sequential environments. The results of this study are expected to contribute to sharing and expanding public values by presenting rational criticism and evaluation methods for public communication.

디지털 미디어 환경에서 정부기관의 커뮤니케이션은 빠르게 변화해 가고 전문성도 강화되고 있음에도, 이들 성과에 대해서는 부정적 시각이 여전히 남아있다. 명확한 근거에 따른 이성적 평가가 아닌, 선입견에 의한 비판은 오히려 공공커뮤니케이션의 발전을 저해할 수 있다. 이에 본 연구는 정부기관 공공 커뮤니케이션 성과 평가에 있어 확증편향이 존재하는지 파악하고 이에 대한 대안을 제시하는 것을 목적으로 하였다. 이를 위하여, 본 연구는 동시적 환경과 순차적 환경 비교를 위하여 일반인 1000명을 대상으로 설문조사를 실시하였고, 연구결과 민간 광고/PR 대비 공공 광고/PR의 성과가 부족하다는 평가에는 확증편향의 가능성이 있음을 확인하였다. 본 연구결과는 공공 커뮤니케이션에 대한 이성적 비판과 평가 방안을 제시하여, 공공 가치 공유와 확장을 위해 기여할 수 있으리라 기대한다.

Keywords

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