지역매체 이용과 지역사회관계 활동에의 참여가 지역사회 유대 및 관여에 미치는 영향

Abstract

This study aims to diagnose the possibility of local medias contribution to the establishment of community identity. It investigated how the use of local media, such as local TV, local newspaper, and local cable TV, and the participation in diverse community relations activities, which is held or sponsored by local media, affect community ties and involvement. A survey was conducted with 301 residents in Wonju City. The finding shows that residents' use of local media and participation in community relations activities partially influenced community ties and involvement. In other words, watching some local TV programs and subscription to local daily newspapers had meaningful impacts on community ties and involvement, while the use of metropolitan daily newspapers or Wonju areas free newspaper shad no meaningful impacts on community ties and involvement. Moreover, the participation in community relations activities held or sponsored by a specific local media had meaningful impacts on identification of and attachment to the community—the components of community ties. In contrast, the participation in community relations activities held or sponsored by Wonju areas free newspapers had no meaningful impacts on both community ties and involvement. Meanwhile, the use of local media and participation in community relations activities had different effects on community ties and involvement according to resident type, media type, and media company. This study suggests that local media can contribute to forming community identity, thereby confirming why local media must exist in todays multimedia and multi-channel environment.