저출산 위기 극복 홍보 미디어디자인을 위한 결혼·출산·육아관련 연상 단어와 생애주기 인식 조사

초록

This study was conducted to prepare basic data for promotional media design to overcome the low birth rate crisis in Korea by paying attention to the effect of social perception of marriage, childbirth, and childcare on individual decision-making. To this end, from June to October 2025, a survey was conducted on Koreans aged 15 or older, and a total of 298 effective responses were used for analysis. As a result of the analysis, the perception of marriage was dominated by relationship-oriented images such as 'happiness' and 'spouse', while the perception of childbirth showed a ambivalent structure in which the burden of 'pain' coexisted with the positive meaning of 'joy'. In particular, in the parenting stage, words associated with responsibility along with realistic burdens such as 'stress', 'money', and 'duty' were investigated, and a structural break in perception of each stage appeared. In addition, in the perception of the life cycle, most of the respondents perceived infancy (0-7 years old) as the period of their parents' core parenting responsibility, but there was a deviation in individual perception. In conclusion, it was confirmed that the promotional media design to solve the low birth rate problem should be designed to deliver messages in the direction of narrowing the gap between the realistic burden and positive expectations by applying an audience-centered communication strategy that alleviates the perception gap in the continuity of marriage, childbirth, and childcare.

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