홍보학 및 홍보업계에 대한 홍보 전공자들과 비전공자들의 인식 연구 장안리Perception of Public Relations Majors and Non-Public Relations Majors on Public Relations Studies and The Industry
- Other Titles
- Perception of Public Relations Majors and Non-Public Relations Majors on Public Relations Studies and The Industry
- Authors
- 장안리; 김현희
- Issue Date
- 2019
- Publisher
- 한국PR학회
- Keywords
- PR programs in Korea; PR industry in Korea; college curriculum; PR majors; Advertising and Public Relations studies; 홍보학; 홍보업계; 학부 교과 과목; 홍보 전공자; 광고홍보학과
- Citation
- 홍보학연구, v.23, no.5, pp.72 - 108
- Journal Title
- 홍보학연구
- Volume
- 23
- Number
- 5
- Start Page
- 72
- End Page
- 108
- URI
- https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/2262
- DOI
- 10.15814/jpr.2019.23.5.72
- ISSN
- 1229-2869
- Abstract
- <Objectives> The purpose of this study was to investigate the perceptions held by public relations majors and non-majors on public relations studies and the industry in Korea.
<Methods> This study used content analysis and in-depth interview methods.
<Results> Focus group interviews with 37 participants revealed that PR majors perceived PR to be the same as advertising and promotion prior to taking PR courses, but after taking PR courses, they found it to be a more comprehensive and valuable discipline, albeit rigid. Regarding the industry, PR majors perceived it as too meticulous, allowing no room for mistakes yet providing a work environment conducive to child-rearing, and having a low success-ceiling. They were also found to perceive the industry to be ethically challenging with an unequal power dynamic between practitioners and journalists. Finally, the majors were found to perceive PR practitioners as having PR pride. For the non-majors, the findings show that they perceived PR to be about promotion and that people aiming to pursue it as a career need creativity; furthermore, they were found to perceive the PR industry to be manipulative, narrow, and never in power (PR practitioners). The findings of in-depth interviews elucidate the ways in which PR majors and potential majors perceive public relations in Korea. In terms of a content analysis of 35 universities with public relations programs, the findings show that the programs’ average ratio of PR to advertising courses is 1:1.6.
<Conclusions> The study offers ways to strengthen PR programs and suggests ways to change the negative perception of PR to a more positive one to better communicate PR to larger constituents.
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