온라인 뉴스 콘텐츠 유통 융합모델 연구

Abstract

뉴스기업의 위기이다. 이 연구는 뉴스기업이 자생적으로 위기를 극복하기 위한 하나의 대안으로 평가받고 있는 온라인 뉴스 콘텐츠 유료화 모델 구성을 위해 다양한 방법론과 이론을 융합한 통합 모델의 활용 가능성을 살펴보았다. 즉 이 연구는 공익성의 관점에서 온라인 뉴스 콘텐츠의 유통 전략을 모색하였다. 하나의 비즈니스 모델이 구성되기 위해서는 첫째, 위기 상황을 명확하게 인식하고, 위기 상황의 극복 과정에서 발생할 수 있는 쟁점을 분명하게 인식할 필요가 있다. 둘째, 위기 인식을 바탕으로 위기 상황을 극복하기 위해 해당 분야 전문가들이 새로운 비즈니스 모델을 제시해야 하며, B2B, B2G, B2C 등 각 분야에서 발생할 가능성이 있는 쟁점 해결을 위한 가이드라인을 제시하여야 한다. 셋째, 이러한 모델이 수용자들에게 실제로 수용될 가능성이 있을지에 대한 수용자 차원의 검증 작업이 필요하다. 넷째, 이러한 연구결과를 통합하여 위기 상황 극복을 위한 정책과제 및 입법, 사법과제를 도출하고, 수용자 대상 캠페인 전략을 모색함으로써 위기 상황을 유기적으로 극복하여야 한다. 이에 이 연구는 첫째, 선행연구에 대한 문헌분석과 뉴스 콘텐츠 저작권 관련 판례 분석을 바탕으로 뉴스기업의 위기 현황과 법적, 제도적 쟁점에 대한 함의를 도출하였다. 둘째, 뉴스 콘텐츠 전문가 30명에 대한 심층인터뷰를 바탕으로 뉴스 콘텐츠 유료화 모델의 수익성을 평가하고, 전국지와 지역지 별 최적화된 온라인 뉴스 콘텐츠 유료화 모델을 도출하였다. 아울러 뉴스 콘텐츠 유료화의 사회구조적 장애요인과 촉진 요인에 대한 함의를 도출하였다. 셋째, 심층인터뷰 결과를 바탕으로 도출된 B2C 모델과 뉴스 콘텐츠 유료화의 장애요인 및 촉진요인 등을 기반으로 520명(수도권 260명, 지역 260명)의 수용자를 대상으로 유료 온라인 뉴스 콘텐츠 수용의도를 극대화하는 모델을 탐색하였다. 이 연구는 구조적 환경 변인과 개인차 변인, 이용과 충족이론과 기술수용모델, 계획행동이론의 융합모델인 이른바 IMTBPT-REI(The Integrated Model of Technology-based Behavior Prediction Theory Reflecting the Environment and Individual differences; 환경과 개인차가 반영된 기술기반 행동 의도 예측 이론의 통합 모델)를 제안하고, 모델의 적합도와 활용 가능성을 확인하였다. 이를 통해 전국 규모 유료 온라인 뉴스 콘텐츠와 지역 규모 유료 온라인 뉴스 콘텐츠 수용의도를 극대화하는 변인들을 도출하였다. 넷째, 거시적-질적 연구와 미시적-양적 연구, 정책 연구와 수용자 연구, 이론의 융합 과정을 통해 하나의 온라인 뉴스 콘텐츠 유통 전략 모델을 제안하였다. 이 모델은 1)명분 설정 및 홍보의 단계, 2)전제 조건 구축 및 실행을 위한 입법, 정책안 구축의 단계, 3)정책기조 구축의 단계, 4)거시 모델의 수익성 평가 단계 5)뉴스기업 별 유료화 모델 적용 가능성 탐색의 단계 6)뉴스기업별 맞춤형 유료화 모델의 구축 단계 7)뉴스기업별 유료화 모델 실험의 단계 등 7단계로 구성된다. 이 연구는 온라인 뉴스 콘텐츠 유통 전략 모델 각 단계의 타당성에 대해 설명하고, 각 단계의 원활한 수행을 위해 필요한 정책안을 제안하였다. 이 연구는 다양한 방법론과 이론을 융합한 통합 모델의 활용 가능성을 살펴봄으로써 각각의 연구방법론과 이론이 가진 한계를 보완하는 새로운 형태의 온라인 뉴스 콘텐츠 유통 전략 모델을 이끌어 냈다는 측면에서 가치를 지닌다. 아울러 다양한 방법론과 융합방법론을 통해 도출된 온라인 뉴스 콘텐츠 유통 전략은 문화체육관광부의 뉴스 콘텐츠 산업 진흥 정책 구축은 물론 뉴스기업이 현장에서 직접 활용할 수 있는 현실적 연구결과를 제시하고 있다는 측면에서 실용적인 가치를 지닌다.| With the news industry facing a crisis, this study sets out to explore the possibilities of an integrated model employing various methodologies and theories integrated into it to come up with a model that charges for on-line news content. This is an alternative put forward to help news organization overcome hurdles to their financial stability. That is, the study examined strategies to rationalize the distribution of on-line news content from the perspective of public interest. To build a business model, several requirements should first be met: first, they should be clearly aware of a crisis situation and legal and institutional issues that are entailed in overcoming a crisis situation. Second, experts from concerned fields should provide a new business model as well as a set of guidelines to resolve potential issues in each field including B2B, B2G, and B2C. Third, they need to test whether the model, from the user perspective, is actually acceptable. Finally, they should identify legislation and judicature tasks necessary to overcoming a crisis situation and search for campaign strategies that target users by putting research findings together. The study first examined the news industry’s current crisis, identifying implications for the legal and institutional issues by analyzing the previous studies and precedents on news content copyright. Secondly, the profitability of a news content charging model was assessed through in-depth interviews with 30 experts. A paid on-line news content model was then established—optimized for national and local newspapers. Finally, the social structural obstacles to charging were identified, as were the implications for facilitating factors. Thirdly, a model that maximized the intention to accept paid on-line news content was examined with 520 users based on the B2C model founded on the in-depth interview results, the structural obstacles to charging, and the facilitating factors. The study proposed the so-called IMTBPT-REI, which combined the structural environmental and individual difference variables, uses and gratification theory (U&G), technology acceptance model(TAM), and theory of planned behavior(TPB). The study checked its fitness and usability. Using the model, the investigator identified variables that would induce acceptance intention for national and local paid on-line news content. Fourthly, a paid on-line news content model was presented through qualitative and quantitative research, policy and user research, and process of theory infusion. The model consists of seven stages, namely 1) setting the causes and promoting, 2) establishing laws and policy agenda for setting and implementing preconditions, 3) building the policy basis, 4) evaluating the profitability of a macroscopic model, 5) exploring the applicability of a charging model for each news organization, 6) building a customized charging model for each news business, and 7) experimenting with a charging model for each news business. The study provided explanations about the validity of each stage of the paid on-line news content model, suggesting legislation and policy plans for the smooth implementation of each stage. The study is significant in that it developed a new form of an on-line news content-charging model. The model was designed to compensate for the limitations of each methodology and theory by examining the possibilities to utilize an integrated model that combined a variety of methodologies and theories. Its practical value comes from the fact that it provided practical research findings news businesses could make direct use of in the field through a digital news content-charging model based on various methodologies and infusion method theories.; With the news industry facing a crisis, this study sets out to explore the possibilities of an integrated model employing various methodologies and theories integrated into it to come up with a model that charges for on-line news content. This is an alternative put forward to help news organization overcome hurdles to their financial stability. That is, the study examined strategies to rationalize the distribution of on-line news content from the perspective of public interest. To build a business model, several requirements should first be met: first, they should be clearly aware of a crisis situation and legal and institutional issues that are entailed in overcoming a crisis situation. Second, experts from concerned fields should provide a new business model as well as a set of guidelines to resolve potential issues in each field including B2B, B2G, and B2C. Third, they need to test whether the model, from the user perspective, is actually acceptable. Finally, they should identify legislation and judicature tasks necessary to overcoming a crisis situation and search for campaign strategies that target users by putting research findings together. The study first examined the news industry’s current crisis, identifying implications for the legal and institutional issues by analyzing the previous studies and precedents on news content copyright. Secondly, the profitability of a news content charging model was assessed through in-depth interviews with 30 experts. A paid on-line news content model was then established—optimized for national and local newspapers. Finally, the social structural obstacles to charging were identified, as were the implications for facilitating factors. Thirdly, a model that maximized the intention to accept paid on-line news content was examined with 520 users based on the B2C model founded on the in-depth interview results, the structural obstacles to charging, and the facilitating factors. The study proposed the so-called IMTBPT-REI, which combined the structural environmental and individual difference variables, uses and gratification theory (U&G), technology acceptance model(TAM), and theory of planned behavior(TPB). The study checked its fitness and usability. Using the model, the investigator identified variables that would induce acceptance intention for national and local paid on-line news content. Fourthly, a paid on-line news content model was presented through qualitative and quantitative research, policy and user research, and process of theory infusion. The model consists of seven stages, namely 1) setting the causes and promoting, 2) establishing laws and policy agenda for setting and implementing preconditions, 3) building the policy basis, 4) evaluating the profitability of a macroscopic model, 5) exploring the applicability of a charging model for each news organization, 6) building a customized charging model for each news business, and 7) experimenting with a charging model for each news business. The study provided explanations about the validity of each stage of the paid on-line news content model, suggesting legislation and policy plans for the smooth implementation of each stage. The study is significant in that it developed a new form of an on-line news content-charging model. The model was designed to compensate for the limitations of each methodology and theory by examining the possibilities to utilize an integrated model that combined a variety of methodologies and theories. Its practical value comes from the fact that it provided practical research findings news businesses could make direct use of in the field through a digital news content-charging model based on various methodologies and infusion method theories.