ScholarWorks@숙명여자대학교

초록

With the rapid development of the Internet and smart media technologies, the users experience multiple media options. In recent times, however, privacy concern has been emerged as one of the most important issues. With this in mind, the goal of the research was to identify media repertories in the multiple media use environment and find whether the perception of privacy concerns was different depending on the media repertory types. One’s privacy concern was associated with individual difference variables or individual media use. Previous research has shown that the concept of media repertory is useful to capture the dynamic and comprehensive aspects of media use. No study has attempted to explore the relationship between media repertory and privacy concerns yet. To serve the research purposes, this study used the <2019 Korea Media Panel> data which had been conducted by Korea Information Society Development Institute in 2020. The data was composed of 8,410 participants all over the country and the participants’ ages ranged from teens to sixties. This results show that the media repertory could be classified as seven different types including “TV channels with comprehensive programming” “smart media use” “various-small amount of media use” “non-terrestrial television use” “heavy radio use” “heavy real-time media use” “heavy terrestrial television use”. In addition, the level of privacy concern was highest in the “TV channels with comprehensive programming” type. In contrast, “heavy terrestrial television use” and “heavy radio use” types showed the lowest privacy concerns. The difference was statistically significant. The result implies that those who experience media centering on TV channels with comprehensive programming are more likely to have high level of privacy concerns than those who experience real-time radio and terrestrial television. The study also found that those who had relatively simple media repertory tended to show low level of privacy concerns. The political and practical implications and future suggestions were also discussed.

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