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Effects of National Security PR Communication on Policy Support and Moderating Effects of Policy Literacy: Case of the THAAD Deployment in South Korea
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국가안보 PR 활동이 정책 지지에 미치는 영향: 정책 리터러시의 조절 효과를 중심으로

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Type
Academic journal
Author
Journal
Korean Academic Society For Public Relations PR연구 홍보학 연구 제22권 제6호 KCI Accredited Journals
Published
2018.1
Pages
24 - 52 (29page)

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Effects of National Security PR Communication on Policy Support and Moderating Effects of Policy Literacy: Case of the THAAD Deployment in South Korea
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<Objectives> This study explored relationships among policy PR activities of the Ministry of National Defense, negative organization-public relationships, and policy support regarding the THAAD deployment on South Korean peninsula. In particular, this study adopted the multi-dimensional policy literacy concept not explored in previous public relations research to allow more effective communication strategy planning for government PR. <Methods> A survey was conducted on 300 adults and structural equation modeling was conducted to examine proposed research hypotheses and problems. <Results> Results showed that PR activities based on symmetrical communication indeed decreased levels of negative OPR such as dissatisfaction, distrust, and control dominance. In particular, ‘dissatisfaction’ toward the government had indirect effects as well as the most visible impact on levels of policy support. Moderating effects of policy literacy on the relationship between PR activities of government and negative OPR were also verified. <Conclusions> This study extends theoretical and practical understanding of multi-dimensional policy literacy in government PR. Rather than using just a simple measurement to capture the level of understanding on policies, this study suggests looking into traditional, functional, and critical policy literacy levels will enable a more detailed communication design in government PR.
#Government public relations #negative OPR #policy support #policy literacy #national security #policy issues #THAAD

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안사이 / 2016 / 친사회성 정책홍보 메시지의 소구유형이 정책수용에 미치는 영향 / 한국콘텐츠학회 논문지 16(4):705~717 dbpia Ajzen, I. / 1991 / The theory of planned behavior / Organizational Behavior and Human Decision Processes 50(2):179~211 google schola Boeri, T. / 2012 / Does information increase political support for pension reform? / Public Choice 150(1?2):327~362 google schola Bruning, S. D. / 2003 / Expanding the organization-public relationship scale: Exploring the role that structural and personal commitment play in organization-public relationships / Public Relations Reviews 29:309~319 google schola 조수영 / 2012 / 한국 정당의 공중관계성 척도 검증 / 광고학연구 23(6):207~235 google schola

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