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This study, borrowing Luhmann's system theory, examines how public relations, concretely press release, affects journalism and how the journalists assess press release.
System theory examines how diverse' parts are integrated into the whole and expand to a system. For that reason, an individual phenomenon can be observed and understood only in relation to the whole system.
Most empirical studies up to the present in the field of journalism seem to fail in identifying a concrete object of study. A German system theory is proposed here as an alternative approach to the study of journalism.
Due to the following three features, system theory can significantly contribute to journalism research.
ㆍConceptions of system theory makes it easier to mark a clear boundary of study in mass communication and/or journalism. It may contribute to acknowledge the study of journalism and/or mass communication as a legitimate independent discipline in the future.
ㆍ System theory-based research can integrate the traditional theories like, for instance, the 'agenda-setting function of the mass media' and the 'news value study' into an extensive theoretical framework.
ㆍ System theory-based research accepts the relation between reality and mass media reality as a centrally related problem. Understanding reporting as an active construction of reality, it refuses the traditional viewpoint in communication research in which mass media are described only as accomplishment of the wide copy-function.
If journalism, thanks to system theory-based approach, can be identified as a concrete research subject, the basis for the classification between public relations, advertising, art and non-professional communication can be worked out. Namely, the subject matter of journalism research cannot be treated equal or be interchanged with mass media and publicity.
This research assumes that journalists depend on press release because of the time limit and heavy work loads and that journalists evaluate their dependence on press release as reasonable, resulting in the similar reflection of press release in news writing among the dailies. Accordingly, five research questions were suggested.
RQ1 : How much portion of the press release is reflected on the financial pages of the 6 dailies?
RQ2 : How do journalists evaluate the 'self-related factors' and 'other-related factors' from diverse environmental factors which affect their speech and reporting?
RQ3 : How do journalists in the economy department of the 6 dailies assess the quantity and quality of the press release from diverse organizations?
RQ4 : How do journalists assess their degree of (in) dependence in the reporting process?
RQ5 : How do journalists in the economy department of the 6 dailies judge the possible consequences of the use of press release? And what are the grounds for their judgment?
This study was conducted in two ways; content analysis and questionnaire. To identify the influence of press release on news reporting, the news items of the economy department of the 6 dailies were analyzed. To identify the journalists' attitude to press release and their motivation to use it, several questions were asked to 40 journalists who cover the Ministry of Finance and Economy, the Finance Supervisory Commission and the Korea Stock Exchange.
News items of the 6 dailies - Chosun Ilbo, Chungang Ilbo, Dong-A Ilbo, Hankook Ilbo, Hangyoreh and Kyunghyang Shinmun - were analyzed from 24 Apr. 2000 to 29 Apr. 2000. Two journalists who are independent from the 6 dailies were classified into 'press release news' and 'gather news'. After that, the size of the 'press release items' and the size of the 'whole page' were measured by the units of column line. The questionnaire were distributed and filled out for three days from 1 May 2000 to 3 May 2000 in the press room of the three organizations mentioned above.
The results of this study show that on the average 41. 9% of the economy department of the 6 dailies used press release in writing news, ranging from 32.8% (Dong-A Ilbo) to 42.7% (Hankuk Ilbo). It was found that journalists were affected more easily by the 'desk chief', the 'director of economy department', the 'chief editor' and the 'publisher' than by the 'management', 'general PR materials', 'family/friends/acquaintances' and the 'labor union'. Journalists evaluate that press release is necessary and that the economy department in particular cannot but to depend on press release because they cover too wide an area to satisfy the professional standards in reporting. In deciding news value, they consider above all the degree of social interest, social influence and the magnitude of effect the news may arouse. And they process the press release mostly within their organization and saw 'individual intimacy/relation with the news source/reliance on them' as the most crucial among external factors. The second important factors were 'the needs of management'/ 'pressure of the sponsor'/'the needs for advertising revenue'. Finally, they answered that the influence of press release grows bigger because they need extensive information and at the same time need to maintain professionalism without sufficient time and personnel.
In conclusion, this research suggests that the journalists' use of press release must be considered rather from the viewpoint of 'use' than the 'influence from the external'. This means the autonomy of journalism as a social system. Journalism as a system has a reciprocal relationship with the external environment for the self-regeneration and continued existence.
Yet, even if journalists take the press release only as a subjective view and use it as a mechanism of 'reduction of complexity', the activities of the diverse organizations that constantly pursue publicity can lead to the following results;
ㆍ If the press release is not used without sensible consideration about its usefulness and danger, the relation between journalism and public relations can have a 'structural connection'.
ㆍExcessive competition between media organizations may not produce the heterogeneity or difference of contents but rather homogeneity through the mechanism of 'structural connection'.
ㆍBecause of the growing power of 'publicity'. 'PR strategy', 'personal interests of companies', mass media may become subordinate to the sphere of competition for individual interests and can ultimately be deprived of the function of the public sphere.
System theory examines how diverse' parts are integrated into the whole and expand to a system. For that reason, an individual phenomenon can be observed and understood only in relation to the whole system.
Most empirical studies up to the present in the field of journalism seem to fail in identifying a concrete object of study. A German system theory is proposed here as an alternative approach to the study of journalism.
Due to the following three features, system theory can significantly contribute to journalism research.
ㆍConceptions of system theory makes it easier to mark a clear boundary of study in mass communication and/or journalism. It may contribute to acknowledge the study of journalism and/or mass communication as a legitimate independent discipline in the future.
ㆍ System theory-based research can integrate the traditional theories like, for instance, the 'agenda-setting function of the mass media' and the 'news value study' into an extensive theoretical framework.
ㆍ System theory-based research accepts the relation between reality and mass media reality as a centrally related problem. Understanding reporting as an active construction of reality, it refuses the traditional viewpoint in communication research in which mass media are described only as accomplishment of the wide copy-function.
If journalism, thanks to system theory-based approach, can be identified as a concrete research subject, the basis for the classification between public relations, advertising, art and non-professional communication can be worked out. Namely, the subject matter of journalism research cannot be treated equal or be interchanged with mass media and publicity.
This research assumes that journalists depend on press release because of the time limit and heavy work loads and that journalists evaluate their dependence on press release as reasonable, resulting in the similar reflection of press release in news writing among the dailies. Accordingly, five research questions were suggested.
RQ1 : How much portion of the press release is reflected on the financial pages of the 6 dailies?
RQ2 : How do journalists evaluate the 'self-related factors' and 'other-related factors' from diverse environmental factors which affect their speech and reporting?
RQ3 : How do journalists in the economy department of the 6 dailies assess the quantity and quality of the press release from diverse organizations?
RQ4 : How do journalists assess their degree of (in) dependence in the reporting process?
RQ5 : How do journalists in the economy department of the 6 dailies judge the possible consequences of the use of press release? And what are the grounds for their judgment?
This study was conducted in two ways; content analysis and questionnaire. To identify the influence of press release on news reporting, the news items of the economy department of the 6 dailies were analyzed. To identify the journalists' attitude to press release and their motivation to use it, several questions were asked to 40 journalists who cover the Ministry of Finance and Economy, the Finance Supervisory Commission and the Korea Stock Exchange.
News items of the 6 dailies - Chosun Ilbo, Chungang Ilbo, Dong-A Ilbo, Hankook Ilbo, Hangyoreh and Kyunghyang Shinmun - were analyzed from 24 Apr. 2000 to 29 Apr. 2000. Two journalists who are independent from the 6 dailies were classified into 'press release news' and 'gather news'. After that, the size of the 'press release items' and the size of the 'whole page' were measured by the units of column line. The questionnaire were distributed and filled out for three days from 1 May 2000 to 3 May 2000 in the press room of the three organizations mentioned above.
The results of this study show that on the average 41. 9% of the economy department of the 6 dailies used press release in writing news, ranging from 32.8% (Dong-A Ilbo) to 42.7% (Hankuk Ilbo). It was found that journalists were affected more easily by the 'desk chief', the 'director of economy department', the 'chief editor' and the 'publisher' than by the 'management', 'general PR materials', 'family/friends/acquaintances' and the 'labor union'. Journalists evaluate that press release is necessary and that the economy department in particular cannot but to depend on press release because they cover too wide an area to satisfy the professional standards in reporting. In deciding news value, they consider above all the degree of social interest, social influence and the magnitude of effect the news may arouse. And they process the press release mostly within their organization and saw 'individual intimacy/relation with the news source/reliance on them' as the most crucial among external factors. The second important factors were 'the needs of management'/ 'pressure of the sponsor'/'the needs for advertising revenue'. Finally, they answered that the influence of press release grows bigger because they need extensive information and at the same time need to maintain professionalism without sufficient time and personnel.
In conclusion, this research suggests that the journalists' use of press release must be considered rather from the viewpoint of 'use' than the 'influence from the external'. This means the autonomy of journalism as a social system. Journalism as a system has a reciprocal relationship with the external environment for the self-regeneration and continued existence.
Yet, even if journalists take the press release only as a subjective view and use it as a mechanism of 'reduction of complexity', the activities of the diverse organizations that constantly pursue publicity can lead to the following results;
ㆍ If the press release is not used without sensible consideration about its usefulness and danger, the relation between journalism and public relations can have a 'structural connection'.
ㆍExcessive competition between media organizations may not produce the heterogeneity or difference of contents but rather homogeneity through the mechanism of 'structural connection'.
ㆍBecause of the growing power of 'publicity'. 'PR strategy', 'personal interests of companies', mass media may become subordinate to the sphere of competition for individual interests and can ultimately be deprived of the function of the public sphere.
목차
1. 문제제기
2. 이론적 배경
3. 연구방법
4. 연구결과
5. 결론 및 제언
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