대통령 의제로서 기부에 대한 신문 사설 연구 : 금 모으기와 긴급재난지원금 기부를 중심으로

초록

In general, the media mainly plays a critical role on government policies and administrative actions. The media, on the other hand, are more receptive and encouraging when reporting on donations or philanthropy than when reporting government policies. This study deals with media reports on the government's philanthropy activities as an act of government of the president, that is, encouraging donations. At the time of the gold-collection campaign in 1997, which began amid the IMF bailout crisis, the media directly participated in the fund-collection event and encouraged national donations. It was first proposed by the progressive president-elect, and public broadcasting conducted the campaign. In the midst of the global crisis of 2020, the global pandemic of the COVID-19 infectious disease, the Korean government provided emergency disaster relief funds to all citizens, and the president encouraged them to donate a portion of the funds. At the time of the emergency disaster relief donation, the media show different reporting patterns depending on the political orientation of each media company. The donation campaign proposed by progressive politicians was led directly by the government. This study examines the existence of media advocacy and the expression of factionalism in the media through critical discourse analysis on the media's tone on donations as a presidential agenda in which governmentality is expressed. The subject of this study is an editorial at the time of the campaign published in the top 10 newspapers in Korea. Newspaper editorials were the subject of a study to find out what tones were exposed by media companies with different political orientations in the process of collecting gold and donating emergency funds. The gold-collection campaign, in which all media outlets published positively veiled reports, raised a lot of money. According to the political orientation of the media, critical and encouraging editorials were published at the same time for the donation of emergency disaster relief funds, and the fundraising was not successful. In the case of newspapers that are contrary to the government's inclinations, it is very unusual for philanthropy communication to have editorials that block donations rather than encourage fundraising. In conclusion, neither the imperial power of the president nor the universal value of philanthropy in the governmentality structure completely diluted the factionalism of the media. Although the press has a critical function of criticizing power, it is significant that newspapers do not criticize unconditionally and blindly according to their original political inclinations when government is trying to embody philanthropic values.

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