정책의제설정에서 소셜미디어와 매스미디어의 역할에 관한 비교연구: 광주 인화학교사건(도가니)을 사례로

This study compared the roles of social media(Twitter) and mass media (newspapers & TVs) in policy agenda-setting process. We investigated temporal, categorical and contextual differences of the two media in the agenda-setting process based on the case of Gwangju Inhwa School Incident(Dogani). The outside-initiative model of Cobb and Ross is used as the theoretical model for the case study. Research findings are as follow. First, social media triggered and attracted public attention one or two days ahead of mass media. Second, social media had played a role in disseminating public agenda, while mass media had focused on social issue and policy agenda. Finally, soft key-words had been used as an important mechanism to provoke empathy and participation in social media, whereas hard key-words are more frequently used in mass media. It appears that user's messages of Twitter raised people's interest and contributed to developing it to the public agenda using the symbol of 'Dogani(movie)'. On the other hand, newspapers and TVs had mainly discussed factual issues relatedwith 'Gwangju Inhwa School Incident'.