• Title/Summary/Keyword: government PR

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Study on Characteristics and User Reactions of Videos Related to COVID-19 Vaccine (코로나19 백신 관련 영상의 특성 및 이용자 반응에 대한 연구)

  • Lee, Mina;Hong, Juhyun
    • The Journal of the Convergence on Culture Technology
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    • v.7 no.3
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    • pp.163-171
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    • 2021
  • This study aimed to investigate the main characteristics of the COVID-19 vaccine-related videos spread on YouTube and differences in user responses in the infodemic situation caused by COVID-19. As a result of content analysis of 579 videos related to the COVID-19 vaccine, it was found that all of the false information was written by individual channels. Institutions, organizations, media companies, and government channels reported spread of false information as well as fact-oriented reporting. The progressive channel had a high percentage of positive sentiment in favor of vaccination, and the conservative channel had a high percentage of negative emotion against vaccination. After the vaccination started, the number of videos on government channels increased, and it was found that the number of videos with positive emotions increased. Results of regression analysis of video characteristics that affect the number of likes indicated that personal expert videos and videos from progressive channels received more likes. Combining the research results, we propose a plan to promote government policies regarding the COVID-19 vaccine using social media.

A Case Study of Public Contents in Out-Of-Home Advertising: Focused on Visual Characteristics (옥외광고를 활용한 공공 콘텐츠 사례연구: 시각적 특성을 중심으로)

  • Kim, Woon-Han;Jeong, Hyeon-Ju
    • The Journal of the Convergence on Culture Technology
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    • v.9 no.6
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    • pp.453-459
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    • 2023
  • This study analyzed the creative properties of public service advertisements and public content in outdoor advertising. The results of a case analysis focusing on outdoor advertisements for fundraising are as follows. First, government ministries were mainly found as advertisers. Second, most of the advertising messages were about policy promotion by the government and public institutions, with few public content or public interest messages. Third, in terms of expression, text took up more weight than visual elements, and illustrations were the main visual expression element. This proves that the public content of domestic outdoor advertisements mainly has a strong purpose of conveying direct information.

An Analysis of Messages Produced by Participants in the Agenda Setting Process during a Government's Crisis Situation: Focusing on the Ministry of Drug and Food Safety's Response to Paraben Toothpaste Issue (정부의 위기 상황에서 의제설정과정 참여자들의 메시지 분석: 파라벤 치약 논란과 정부의 대응을 중심으로)

  • Lee, Mina;Hong, Ju-Hyun
    • The Journal of the Korea Contents Association
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    • v.15 no.7
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    • pp.460-476
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    • 2015
  • The purpose of this study is to provide practical implications on government crisis management strategies and on the use of SNS in crisis management. Specifically, this study analyzed Ministry of Drug and Food Safety's responses to paraben toothpaste issue, media coverage of paraben toothpaste issue, and public responses to paraben toothpaste issue. Through textual analysis and the network analysis of 45 news articles and 645 tweets, this study found that Ministry used one-way communication strategy and mostly negative issues regarding Ministry's crisis response strategies were diffused via the media and Twitter. This study was meaningful in that it highlighted the importance of media relations and use of SNS in crisis management. The findings of this study provide useful implications for government officials and PR practitioners in their crisis management and communication strategy.

A Study on the Analysis of Policy PR Content Using Digital Platform - Focusing on YouTube Analysis by Five Government Departments (디지털 플랫폼을 이용한 정책 홍보 내용분석 연구 정부 5개 부처의 유튜브 분석을 중심으로)

  • Yu, Hyun-Joong;Jeong, Hyeon Ju;Kim, Won-Han
    • The Journal of the Convergence on Culture Technology
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    • v.9 no.1
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    • pp.595-603
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    • 2023
  • Recently, many public institutions have been conducting promotional activities using digital platforms. Communication methods using digital platforms have a very important meaning in that they can create new values that did not exist before by connecting and sharing information with various users. To this end, we tried to analyze YouTube videos of five government ministries and examine them. As a result of YouTube analysis by government ministries, most of them were mainly used as channels for policy promotion, and many were used as channels for new information. Although the message is delivered through the production of various contents, it was possible to look at cases where the target as a channel for communication was not clear and the purpose was unclear. In order to communicate with the people, it should be used as a channel for communication through content suitable for clear target setting and purpose.

A Study on the Revitalization of Servicizing: Focused on the Case of Car Parts (서비사이징 활성화방안에 관한 연구 - 자동차 부품을 중심으로 -)

  • Park, Seog-Ha;Lee, Bueng-Seop;Kang, Hae-Joon
    • Journal of the Korea Safety Management & Science
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    • v.10 no.1
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    • pp.205-213
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    • 2008
  • Servicizing is defined 'not as to sell the products but as to sell the functions'. This study was done on the methods for revitalization as the object items of navigation & antenna among car parts. The direct door-to-door survey was done for 101 enterprises (direct-management stores) and percentage & t-test were done for statistics. The results can be summarized like followings. First, PR on servicizing is required. Second the optimized methods can be obtained by incorporating reuse & recycling distribution systems of servicizing with the existing recovery system Reuse distribution system can be constructed rationally because inventory control is being done correct1y with the periodic recovery. Finally, as for the analysis on the relative importance of main factors of servicizing, it shows that supports & providing the concrete frame of the government & local autonomous body are important.

Electoral Reform Movement in Malaysia : Emergence, Protest, and Reform

  • Khoo, Ying Hooi
    • SUVANNABHUMI
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    • v.6 no.2
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    • pp.85-106
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    • 2014
  • Protests are not new in Malaysia, though it is restricted by the ruling government. The trend of street protests and demonstrations since the emergence of Coalition for Clean and Fair Elections (Bersih), Malaysia's first people movement on electoral reform, has triggered a sentiment of people power among Malaysian citizens. With protests and popular mobilization becoming pronounced in Malaysian politics, political activism becomes for Malaysians a channel of discontent and expression of political preferences. Using information obtained from interviews with individuals linked to the movement, this paper articulates that protests are no longer exclusive to Malaysians. This paper illustrates the emergence of the Bersih movement and explores the three Bersih mass rallies that took place in 2007, 2011, and 2012. This paper further links the protests with the electoral reform initiatives. It argues that the Bersih movement has managed to lobby fundamental changes in the Malaysian political culture.

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Curriculum Development for the Fostering Consultant in the Field of Rural Women's Business Startup (농촌여성의 소규모 창업을 위한 컨설팅 전문가 육성 교육과정 연구)

  • Kim, Won-Suok;Ko, Soon-Chul;Kwon, Oh-Park
    • Journal of Agricultural Extension & Community Development
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    • v.10 no.2
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    • pp.167-180
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    • 2003
  • The objective of this research is to acquire basic data to develop a program for professional consultants who can consult and provide advice for rural women's small business entrepreneur. In this research, startup business educational programs and 10 major related textbooks in Korea were analyzed, and a survey was conducted in which 71 owners of government funded rural small business responded. The major findings are as follows; First, most programs were targeting city females and were providing basic information mostly using lecture method over a few days. And no programs for rural women's small business could be found. Second, no textbooks dealing with rural women's small business could be found and the contents of each textbook differed significantly even though there were a few common points. Third, the result of the survey indicated that rural women's small business entrepreneurs had difficulty especially in acquiring necessary initial funds and raw materials, selling products, and judging the possibility of business success. And, there was significant difference in importance and perceived knowledge over 36 business know-hows in business startup area among the respondents. Based on the results, the followings could be recommended; First, educational programs for rural women's small business entrepreneurs should use a unique and different approach than other industries. Also, it is necessary to foster startup consultants especially for the rural women's small business entrepreneurs and to develop a delivery system for the startup educational programs. Second, contents of educational programs need to be selectively included depending on the level of uses. Finally, a workbook should be developed so that entrepreneur candidates can actually practice rather than just acquiring basic information and superficial knowledge during the participation.

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The Influence of the Marketing Success of the Musical in the Chinese Musical Industry (뮤지컬 <디에>의 마케팅 성공이 중국 뮤지컬 발전에 끼친 영향)

  • Huang, Biao;Han, Kyung-Hoon
    • The Journal of the Korea Contents Association
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    • v.21 no.1
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    • pp.383-393
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    • 2021
  • This paper analyzed the marketing success factors of the Chinese musical , which entered the world musical market for the first time in the history of Chinese musicals, and investigated the positive effects of the success of on the development of Chinese musicals. First, five important elements of musical marketing were determined as the analysis criteria and through this, we were able to derive that the marketing promotion was achieved by establishing a systematic strategy in the techniques of 'positioning', 'ticket promotion', 'PR strategy', 'producer', 'OSMU' as the success factors of the musical . The case of in Chinese musicals can be regarded as the first successful case by professional marketing. Due to the results of these achievements, the Chinese government and local musical support systems were established, and in recent years, Chinese musicals have been qualitative. It has been confirmed that Chinese musicals are growing rapidly in recent years in terms of quality and industry. It is expected that more academic studies related to Chinese musicals will be conducted through this study, and it is the purpose of this study to be used as a material that can contribute to the creation of Chinese musical with evenly high workability and productability in the future.

A study on The U.S.-Korean Trade Friction Prevention and Settlement in the Fields of Information and Telecommunication Industries (한미간(韓美間) 정보통신분야(情報通信分野) 통상마찰예방(通商摩擦豫防)과 해소방안(解消方案)에 관한 연구(硏究))

  • Jung, Jay-Young
    • THE INTERNATIONAL COMMERCE & LAW REVIEW
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    • v.13
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    • pp.869-895
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    • 2000
  • The US supports the Information and Communication (IC) industry as a strategic one to wield a complete power over the World Market. However, several other countries are also eager to have the support for the IC industry because the industry produces a high added value and has a significant effect on other industries. Korea is not an exception. Korea recently succeeded in the commercialization of CDMA for the first time in the world, after the successful development of TDX. Hence, it is highly likely to get tracked by the US. Although the IC industry is a specific sector of IT, there is a concern that there might be a trade friction between the US and Korea due to a possible competition. It will be very important to prepare a solution in advance so that Korea could prevent the friction and at the same time increase its share domestically and globally. It will be our important task to solve the problem with the minimum cost if the conflict arises unfortunately in the IT area. The parties that have a strong influence on the US trade policy are the think tank group and the IT-related interest group. Therefore, it would be important to have a close relationship with them. We found some implications by analyzing the case of Japan, which has experienced trade frictions with the US over the long period of time in the high tech industry. In order to get rid of those conflicts with the US, the Japanese did the following things : (1) The Japanese government developed supporting theories and also resorted to international support so that the world could support the Japanese theories. (2) Through continual dialogue with the US business people, the Japanese business people sought after solutions to share profits among the Japanese and the US both in the domestic and in the worldwide markets. They focused on lobbying activities to influence the US public opinion to support the Japanese. The specific implementation plan was first to open culture lobby toward opinion leaders who were leaders about the US opinion. The institution, Japan Society, were formed to deliver a high quality lobbying activities. The second plan is economic lobby. They have established Japanese Economic Institute at Washington. They provide information about Japan regularly or irregularly to the US government, research institution, universities, etc., that are interested in Japan. The main objective behind these activities though is to advertise the validity of Japanese policy. Japanese top executives, practical interest groups on international trade, are trying to justify their position by direct contact with the US policy makers. The third one is political lobby. Japan is very careful about this political lobby. It is doing its best not to give impression that Japan is trying to shape the US policy making. It is collecting a vast amount of information to make a correct judgment on situation. It is not tilted toward one political party or the other, and is rather developing a long-term network of people who understand and support the Japanese policy. The following implications were drawn from the experience of Japan. First, the Korean government should develop a long-term plan and execute it to improve the Korean image perceived by American people. Second, the Korean government should begin public relation activities toward the US elite group. It is inevitable to make an effort to advertise Korea to this elite group because this group leads public opinion in the USA. Third, the Korean government needs the development of a relevant policy to elevate the positive atmosphere for advertising toward the US. For example, we need information about to whom and how to about lobbying activities, personnel network who immediately respond to wrong articles about Korea in the US press, and lastly the most recent data bank of Korean support group inside the USA. Fourth, the Korean government should create an atmosphere to facilitate the advertising toward the US. Examples include provision of incentives in tax on the expenses for the advertising toward the US and provision of rewards to those who significantly contribute to the advertising activities. Fifth, the Korean government should perform the role of a bridge between Korean and the US business people. Sixth, the government should promptly analyze the policy of IT industry, a strategic area, and timely distribute information to industries in Korea. Since the Korean government is the only institution that has formal contact with the US government, it is highly likely to provide information of a high quality. The followings are some implications for business institutions. First, Korean business organization should carefully analyze and observe the business policy and managerial conditions of US companies. It is very important to do so because all the trade frictions arise at the business level. Second, it is also very important that the top management of Korean firms contact the opinion leaders of the US. Third, it is critically needed that Korean business people sent to the USA do their part for PR activities. Fourth, it is very important to advertise to American employees in Korean companies. If we cannot convince our American employees, it would be a lot harder to convince regular American. Therefore, it is very important to make the American employees the support group for Korean ways. Fifth, it should try to get much information as early as possible about the US firms policy in the IT area. It should give an enormous effort on early collection of information because by doing so it has more time to respond. Sixth, it should research on the PR cases of foreign enterprise or non-American companies inside the USA. The research needs to identify the success factors and the failure factors. Finally, the business firm will get more valuable information if it analyzes and responds to, according to each medium.

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A Field Study on Managing System of Maternity Clinic at Public Health Centers in Seoul (서울시 보건소 모성실 운영실태에 관한 현장 연구)

  • Chung, Yeon-Kang;Kwon, Young-Mi;Kim, Hee-Young
    • Research in Community and Public Health Nursing
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    • v.6 no.2
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    • pp.259-274
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    • 1995
  • The study is to grasp the problems related to operation of Maternity clinic of public health centers in seoul and needs for public health of community in relation to consumers and providers in order to improve efficiency of community public health for mothers and children. Four pregnancy woman, who receive medical care at the maternity clinic of M public health centers in seoul and understand the purpose of this study, and one nurse who works at the were the objects of this field study. Participating observation and intensive interviews were conducted to collect data. All of them were performed as necessary from time to time since December, 1994, and not during a specific period. Through an data analysis in the order of sector analysis and classification analysis, the data were classified into specific patterns and the results are the following; 1. All of the subjects were using both private hospitals and public clinics, but managing activities prior to delivery were not carried out in accordence with theories for those activities. 2. The subjects showed two types of response to utilizing maternity clinic. they answered that the advantages of the clinic were 'short waiting time for medical treatment', 'medical treatment by female doctors' and 'economical benefit.' Meanwhile, they gave negative response to the problems of 'non-implementation of delivery' 'uncleanness and insufficient facilities', 'limited time of treatment', 'lack of expertise' and 'want of public health education for materity.' 3. Problems related to operation of maternity clinic were 'lack of experts', 'irrational facility structure' and 'absolutely lack budget'. In terms of the status of managing the subjects, 'programs only aimed at attaining the central-government-assigned objects' and 'limited management before and after delivery by non-implementing delivery' were pointed out to be problems. Regarding public health education before delivery and PR relations, 'superficial public health education for maternity' and 'absence of PR programs' were named. In planning and evaluation, 'absence of autonomous planning and evaluation by the clinic itself' was a major problem in operating the clinic. 4. 'Substantial health education and PR', 'supplementation of facilities and eqipment', 'development' and supply of demanded service by the subjects', 'implementation of autonomous programs', and 'reinforcement of supplementary education' were presented as alternatives for efficient opration of maternity clinics.

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