• 제목/요약/키워드: Media Normative Theory

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The Media Influence on Consumers' Energy-Saving Technology Adoption in Korea: An Empirical Study

  • Koo, Chulmo;Chung, Namho
    • Asia pacific journal of information systems
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    • 제26권1호
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    • pp.189-210
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    • 2016
  • The current study attempts to expand our understanding of the determinants of energy-saving technology (EST) use by focusing on the individual aspects of environmental behaviors. This study integrates the hedonic, normative, and gain goals to explain the causal relationship between users and EST use. By adopting Goal-Framing Theory, this study proposed three individual goal frames in the environmental context: hedonic (perceived pleasurability), normative (social norms), and gain goals (legislative pressure and economic factor). Partial Least Square (PLS) was used to analyze the data from 104 respondents. Eight of the ten hypotheses were strongly supported. We found that social norms, perceived pleasurability, economic factor, and legislative pressure had positive and significant effects on attitude to EST use. Interestingly, we found that media influence did not have a severe effect on perceived pleasurability, and that the economic factor enforces mainly positive attitude to EST. Important theoretical and practical implications of these findings are discussed.

매스미디어의 사회적 책임과 어카운터빌리티: 허친스 보고서(1947)의 재고할 및 규범이론으로의 변천과정을 통해 본 현재적 의의와 과제 (Mass Media's Social Responsibility and Accountability: Focusing on Hutchins Report(1947) and Media Normative Theory)

  • 정수영
    • 한국언론정보학보
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    • 제47권
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    • pp.23-49
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    • 2009
  • 본 연구의 목적은 매스미디어의 위기 타개 및 개혁을 위한 규범이론의 내용과 범위를 제안하는 것이다. 이를 위하여, 허친스 보고서와 함께 허친스 보고서를 사상적 토대로 한 기존의 사회적 책임이론 관련 논의를 검토하여 한계점 및 시사점을 살펴보았다. 허친스 보고서는 매스미디어의 책임과 어카운터빌리티를 도덕적 법적 의무로 제시하였으며 미디어와 시민의 상호 협력관계 속에서 적극적 자유 이행이 가능하다고 보았다. 하지만, 사회적 책임이론에서 미디어의 책임은 어카운터빌리티에 관한 논의가 결여된 채, '기능', '자율적 윤리', '자율규제'를 중심으로 논의되어 소극적 자유로서의 한계를 노출해왔다. 따라서 자율규제나 기능주의적 접근에 의한 미디어의 사회적 책임 논의를 미디어 어카운터빌리티를 기반으로 한 적극적 자유 개념으로 확장할 필요가 있다. 그리고 사회적 토론과 합의를 거쳐 사회적 책임의 내용과 범위를 도출해 내야 한다. 허친스 보고서가 권고한 미디어카운터빌리티는 매스미디어가 시민사회와의 상호 커뮤니케이션을 통해서 '사회적 자율규제'를 실천하기 위한 민주적 방안으로서, 그리고 사회적 책임이론에 내재되어 있는 한계 극복을 위해 유용하다. 따라서 다원적 미디어 시스템 하에서 미디어 환경 개선과 신뢰 회복을 도모하기 위해서는 각각의 미디어 특성에 걸맞은 사회적 책임 그리고 어카운터빌리티의 내용 및 범위를 명확히 하기 위해 논의를 확장해야 한다.

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미디어 규제 제도가 행위자에게 미치는 영향 - 사회학적 제도주의 관점에서 (Media supervision as institution and their effects on participants: Perspectives of the sociological neo-institutionalismus)

  • 심영섭
    • 한국언론정보학보
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    • 제48권
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    • pp.90-108
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    • 2009
  • 사회과학에서 현상 형태로서 제도에 대한 개념연구는 다양한 이론적 접근방법을 통해 지난 수년간 집중적으로 논의되어 왔다. 그러나 커뮤니케이션학에서는 이러한 논의가 이루어지지 않았다. 이 논문에서는 조직사회학적 신제도주의 이론을 활용, 커뮤니케이션학 분야에서 제도로서 미디어에 대한 이론논의를 시도했다. 본 연구는 사회 체계로서 미디어가 조직과 행자들에게 어떠한 영향을 행사하는지 규명하는데서 출발했다. 제도로서 미디어는 하나의 독자적인 체계로서 첫째로 규범적 당위를 제공하고, 둘째로 이러한 규범적 당위가 관철될 수 있도록 강제화하며, 셋째로 규범이 행위자에 의해서 실천되어, 넷째로 이 실천과정에서 행위자들은 제도를 인지, 우선적 선택사항을 찾아내어, 구조를 변화시킬 수 있는 영향력을 행사하게 된다. 조직은 이러한 역동적인 규범 운용에 따라 유지되는데, 이는 규범을 통해 조직의 합법성을 인정받고, 조직유지를 위한 지지를 얻을 수 있기 때문이다. 제도로서 미디어는 조직에 일정한 영향력을 행사하지만, 동시에 조직과 미디어에 종사하는 행위자로로부터 이중의 압박을 받게 된다. 이는 미디어가 조직에서 독립적으로 영향력을 행사할 수는 없고, 단지 행위자들이 조직의 수많은 갈등과정에서 생성되는 현상들을 인지하고, 이를 해석하여 중계할 뿐임을 의미한다.

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'교육철학' 용어의 의미 분석: <물결21 코퍼스>를 중심으로 (The meaning of 'Educational Philosophy': by the usage of )

  • 장지원
    • 교육철학
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    • 제66호
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    • pp.77-103
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    • 2018
  • This study focused on the meaning of 'educational philosophy' by the method of corpus analysis. There is the difference of meaning on educational philosophy between professional researchers and publics. This semantic phenomenon implies that the image acoustics of 'educational philosophy' are not matched between two groups. This study, which originated from Saussure's linguistics theory, examined the semantics of educational philosophy in the . Unlike philosophical inquiry on education, the definition of educational philosophy, the general public use 'educational philosophy' like the connotation of secret of successful learning and child nurturing. Given the power of the media and the mass, these tendency could affect the meaning and definition of educational philosophy. Professional researchers should investigate these acoustic image from the sense of linguistic and educational approaches. These researches could contribute to clarify descriptive and normative meaning of the educational philosophy.

인문지리학 방법론의 새로운 지평 (New horizon of geographical method)

  • 최병두
    • 대한지리학회지
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    • 제38권
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    • pp.15-36
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    • 1988
  • In this paper, I consider the development of methods in contemporary human geography in terms of a dialectical relation of action and structure, and try to draw a new horizon of method toward which geographical research and spatial theory would develop. The positivist geography which was dominent during 1960s has been faced both with serious internal reflections and strong external criticisms in the 1970s. The internal reflections that pointed out its ignorance of spatial behavior of decision-makers and its simplication of complex spatial relations have developed behavioural geography and systems-theoretical approach. Yet this kinds of alternatives have still standed on the positivist, geography, even though they have seemed to be more real and complicate than the previous one, The external criticisms that have argued against the positivist method as phenomenalism and instrumentalism suggest some alternatives: humanistic geography which emphasizes intention and action of human subject and meaning-understanding, and structuralist geography which stresses on social structure as a totality which would produce spatial phenomena, and a theoretical formulation. Human geography today can be characterized by a strain and conflict between these methods, and hence rezuires a synthetic integration between them. Philosophy and social theory in general are in the same in which theories of action and structural analysis have been complementary or conflict with each other. Human geography has fallen into a further problematic with the introduction of a method based on so-called political ecnomy. This method has been suggested not merely as analternative to the positivist geography, but also as a theoretical foundation for critical analysis of space. The political economy of space with has analyzed the capitalist space and tried to theorize its transformation may be seen either as following humanistic(or Hegelian) Marxism, such as represented in Lefebvre's work, or as following structuralist Marxism, such as developed in Castelles's or Harvey's work. The spatial theory following humanistic Marxism has argued for a dialectic relation between 'the spatial' and 'the social', and given more attention to practicing human agents than to explaining social structures. on the contray, that based on structuralist Marxism has argued for social structures producing spatial phenomena, and focused on theorising the totality of structures, Even though these two perspectives tend more recently to be convergent in a way that structuralist-Marxist. geographers relate the domain of economic and political structures with that of action in their studies of urban culture and experience under capitalism, the political ecnomy of space needs an integrated method with which one can overcome difficulties of orthhodox Marxism. Some novel works in philosophy and social theory have been developed since the end of 1970s which have oriented towards an integrated method relating a series of concepts of action and structure, and reconstructing historical materialism. They include Giddens's theory of structuration, foucault's geneological analysis of power-knowledge, and Habermas's theory of communicative action. Ther are, of course, some fundamental differences between these works. Giddens develops a theory which relates explicitly the domain of action and that of structure in terms of what he calls the 'duality of structure', and wants to bring time-space relations into the core of social theory. Foucault writes a history in which strategically intentional but nonsubjective power relations have emerged and operated by virtue of multiple forms of constrainst wihthin specific spaces, while refusing to elaborate any theory which would underlie a political rationalization. Habermas analyzes how the Western rationalization of ecnomic and political systems has colonized the lifeworld in which we communicate each other, and wants to formulate a new normative foundation for critical theory of society which highlights communicatie reason (without any consideration of spatial concepts). On the basis of the above consideration, this paper draws a new norizon of method in human geography and spatial theory, some essential ideas of which can be summarized as follows: (1) the concept of space especially in terms of its relation to sociery. Space is not an ontological entity whch is independent of society and has its own laws of constitution and transformation, but it can be produced and reproduced only by virtue of its relation to society. Yet space is not merlely a material product of society, but also a place and medium in and through which socety can be maintained or transformed.(2) the constitution of space in terms of the relation between action and structure. Spatial actors who are always knowledgeable under conditions of socio-spatial structure produce and reproduce their context of action, that is, structure; and spatial structures as results of human action enable as well as constrain it. Spatial actions can be distinguished between instrumental-strategicaction oriented to success and communicative action oriented to understanding, which (re)produce respectively two different spheres of spatial structure in different ways: the material structure of economic and political systems-space in an unknowledged and unitended way, and the symbolic structure of social and cultural life-space in an acknowledged and intended way. (3) the capitalist space in terms of its rationalization. The ideal development of space would balance the rationalizations of system space and life-space in a way that system space providers material conditions for the maintainance of the life-space, and the life-space for its further development. But the development of capitalist space in reality is paradoxical and hence crisis-ridden. The economic and poltical system-space, propelled with the steering media like money, and power, has outstriped the significance of communicative action, and colonized the life-space. That is, we no longer live in a space mediated communicative action, but one created for and by money and power. But no matter how seriously our everyday life-space has been monetalrized and bureaucratised, here lies nevertheless the practical potential which would rehabilitate the meaning of space, the meaning of our life on the Earth.

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