Abstract
Following the transition from governmental pre-deliberation system to self-regulation system for broadcasting advertising, this study examines differences in the deliberation cases done by both systems especially focusing on sexual advertising. It also reviewed the cases criticized by viewer's organization for reference. The results are summarized as follows. First, the frequency of the deliberation codes violation has decreased remarkably. The standards of judgement for indecency and polysemy has been loosened in comparison with the ones of previous system. And there are some differences in applying deliberation standards between self-regulation agencies, which implies they set in considering media-specific characteristics. Second, viewers' organizations put emphasis on the sexual discourse in the advertising messages and the effects of sexual content on a set of values of youths, contrary to self-regulation agencies. The following suggestions should be highlighted in order to properly set the deliberation system of broadcasting adversing in the era of self-regulation. One is developing and extending the content-neutral TPM regulation for protecting children and juvenile, the other is establishing the official ways to accommodate and resolve viewers' opinions and complaints.
| Translated title of the contribution | An exploratory study on the desirabledeliberation system ofbroadcasting advertising in the era of self-regulation:focusing on the deliberation over sexual advertisements |
|---|---|
| Original language | Korean |
| Pages (from-to) | 196-218 |
| Number of pages | 23 |
| Journal | 한국언론학보 |
| Volume | 55 |
| Issue number | 1 |
| State | Published - Feb 2011 |