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A Study on the Conceptual Composition Scale Development for the Prevention of Child Abuse and PR Communication Strategy
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아동학대 예방 PR 커뮤니케이션 전략을 위한 아동학대 척도 개발 연구

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Type
Academic journal
Author
Journal
Korean Academic Society For Public Relations PR연구 홍보학 연구 제22권 제5호 KCI Accredited Journals
Published
2018.1
Pages
30 - 69 (40page)

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A Study on the Conceptual Composition Scale Development for the Prevention of Child Abuse and PR Communication Strategy
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<Objectives> The purpose of this study was to investigate how Koreans perceive child abuse, and what researchers can propose relative to PR communication strategy to prevent child abuse. <Methods> To that end, 17 cities and provinces across Korea were surveyed online with 1,000 stratified samples collected, in consideration of regional, gender, and age distribution (300 cases are for preliminary study, 700 cases are for the main survey). Based on this sample, the government wanted to develop a measure on how Koreans perceive the concept and types of child abuse. Researchers conducted a confirmatory factor analysis related to child abuse, through a total of 29 questions, and six factors were identified. <Results> This study revealed that Koreans are aware of physical abuse by dividing it into different levels of physical abuse, unlike theoretical discussions and legal perspectives. Sexual abuse was also recognized by classifying it as different levels of sexual abuse. In addition, results of this study revealed gender and age difference among groups. <Conclusions> In this study, researchers proposed a child abuse prevention PR communication strategy based on the recognition gap in the process of communicating “physical abuse” and “sexual abuse” to children. Also, this study examined the possibility of public segmentation, and discussed strategic approaches to PR communication, such as message and media use.

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