문화기술의 융합 (The Journal of the Convergence on Culture Technology)

  • 제5권4호
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  • Pages.51-60
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  • 2019
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  • 2384-0358(pISSN)
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  • 2384-0366(eISSN)
국제문화기술진흥원 (The International Promotion Agency of Culture Technology)
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스마트 지능정보 사회에서 공공PR의 현안 과제는 무엇인가?; 공공PR적 측면에서의 지능정보 사회의 쟁점 및 해결방안을 중심으로

What are the challenges of public PR in the smart and intelligent information society?; Focusing on the Issues and Solutions of the Intelligent Information Society in Public PR

  • 김현정 (서원대학교 광고홍보학과)
  • 투고 : 2019.09.19
  • 심사 : 2019.10.10
  • 발행 : 2019.11.30
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초록

본 연구의 목적은 인공지능과 사물인터넷이 주도하는 스마트 지능정보화사회에서 예상 가능한 쟁점들을 고찰하고 쟁점 해결의 방안을 공공PR의 측면에서 고찰하는 것이다. 연구결과 다음과 같은 결과를 얻었다. 첫째, 예상가능한 쟁점은 크게 3가지로 분류된다는 것이다. 둘째, 쟁점 해결을 위해서는 소외되는 공중을 위한 새로운 패러다임을 만들고 이에 동참하게 하는 공익캠페인 수행이 필요하다는 것이다. 셋째, 쟁점 해결 대안으로 복지기술을 고려해 볼 수 있으며 복지기술이 제도적으로 뒷받침되고 사회전반에 뿌리 내리기 위해서는 정책PR을 포함하는 공공PR이 중요한 역할을 담당해야 한다는 것이다.

The purpose of this study is to examine the issues that can be expected in the smart intelligent information society led by artificial intelligence and the Internet of Things, and how to resolve the issues in terms of PR.The results were as follows. First, there are three major issues that can be expected Second, in order to resolve the issue, it is necessary to prepare and carry out a public interest campaign to create and participate in a new paradigm for the alienated public. Third, welfare technology can be considered as an alternative to the issues.

키워드

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