Regional Broadcasting Program Factors Influence Public Relations for The Traditional Market Unity: Focused on

전통시장 융합을 위한 지역 방송 프로그램 요인이 공중관계성에 미치는 영향: 광주방송<시장이 좋다>를 중심으로

  • Shin, Il-Gi (Dept. of Culture and Arts Contents, In-cheon Catholic University College of Fine Art & Design) ;
  • Choi, Yun-Seul (Dept. of Advertising and Public, The Hanyang University) ;
  • Shin, Hyun-Sin (Dept. of Mass Communication, The Gachon University)
  • 신일기 (인천가톨릭대학교 문화예술콘텐츠학과) ;
  • 최윤슬 (한양대학교 광고홍보학과) ;
  • 신현신 (가천대학교 언론영상광고학과)
  • Received : 2015.05.04
  • Accepted : 2015.07.20
  • Published : 2015.07.28


To identify the satisfaction level towards Gwangju regional TV broadcasting company's program, "I Like the Market" and the effect of market vitalization on the market merchants' public relationships, this study carried out survey targeting 256 merchants who are residing at the region. The research results demonstrated that the satisfaction level towards the program and market vitalization via the program exert significant effect on the public relationships. Specifically, satisfaction level towards the program for the vitalization of regional broadcast exert effect in the following order; devotion, relationship and reliability. Meanwhile, market vitalization exert positive effect on the relationship, reliability and devotion, in the order mentioned. This implies that the development of quality program for the regional residents plays an important role in the convergence of regional broadcast and in increasing broadcasting company's brand image. Accordingly, positive interaction via regional vitalization when it comes to the formation of regional broadcast program going forth may be needed for regional broadcast policies.


  1. Y. Kim, Search for the organization: public relationship. Journalism and Mass Communication Quarterly. No. 78, pp. 799-815, 2001.
  2. Moorman, Deshpande,. Zaltman, Factors Affecting Trust in market relationships. Journal of Marketing, No. 57, pp. 45-62, 1993.
  3. MGotsi, M. Wilson, M. Corporate requtation : seeking a definition, Corporate communication, Vol. 6, No. 1, pp. 24-30, 2001.
  4. Hutton, J. G., The definition, dimensions, and domain of public relations. Public Relations Review, Vol. 25, No. 2, pp. 199-214, 2003.
  5. Wan-Soo, L.. Jung-Yul, J, A Longitudinal Study Of Korean Government's New Communication Policy and Encroachment, Korean Journal of Communication & Information, Vol. 37, pp. 171-203, 2007.
  6. Keller, K. L., Strategic brand management: Building, measuring, and managing brand equity. Upper Saddle River, NJ: Prentice Hall. 1998.
  7. Ferguson, M. A., Building Theory in Public Relations: Interorganizational relationships, A paper presented to the Association for Education in Journalism and Mass Communication, Gainsville, FL., 1984.
  8. Bruning, S. D.,. Ledingham, J. A., Perceptions of relationships and evaluations of satisfaction: An exploration of interaction. Public Relations Review, Vol. 26, No. 1, pp. 85-95, 2000.
  9. Gruning, J. E.,. Huang, Y., From organizational effectiveness to relationship indicators, Hillsdale, NJ: Lawrence Erlbaum Associates, Inc. Marketing, Vol. 31, No. 4, pp. 22-27, 2003.
  10. Jung-Ho, H.. Sam-Sup, J., The Effect of Organization-Public Relationships and Corporate Reputation on Public's Perception of Corporation and Behavior in case of Corporate Crisis, Korean Journal of Journalism & Communication Studies, Vol. 53, No. 3, pp. 82-100, 2009.
  11. Hon, L. C.. J. E. Grunig., Guidelines for measuring relationships in public relations. Gainesville, FL: Institute for Public Relations, Commission on PR Measurement and Evaluation, 1999.
  12. Kernis, M. H., Toward a conceptualization optimal self-esteem, Psychological Inquiry, Vol. 14, pp. 1-26, 2013.
  13. Bandura, A., Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, N. J. : Prentice-Hall. 1977.
  14. Lindenmann, W. K., Guidelines for measuring the effectiveness of PR programs and activities. Gainesville, FL: The Institute for Public Relations, 2002.
  15. Kernis, M. H., Toward a conceptualization of optimal self-esteem, Psychological Inquiry, Vol. 14, pp. 1-26, 2003.
  16. Ledingham, J. A., Bruning, S. D., Thomlison, T. D., & Lesko, C., The applicability of interpersonal of an organization-public relationship. Public Relations Review, Vol. 24, pp. 55-65. 1997.