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The Korean Society for Journalism & Communication (KSJCS)
[ Article ]
Korean Journal of Journalism & Communication Studies - Vol. 68, No. 5, pp.75-119
ISSN: 2586-7369 (Online)
Print publication date 31 Oct 2024
Received 02 Aug 2024 Revised 01 Oct 2024 Accepted 03 Oct 2024
DOI: https://doi.org/10.20879/kjjcs.2024.68.5.003

온라인 뉴스의 선정성이 게재 시간과 이용자 평가에 미치는 영향 : Sentence-BERT와 BERT 모델을 활용한 텍스트 유사성, 비윤리성, 감정 측정

이종혁**
**경희대학교 미디어학과 교수 jonghhhh@khu.ac.kr
Effects of Sensationalism in Online News on Publishing Time and User Evaluations : Measuring Text Similarity, Unethicality, and Emotions Using Sentence-BERT and BERT Models
Jong Hyuk Lee**
**Measuring Text Similarity, Unethicality, and Emotions Using Sentence-BERT and BERT Models jonghhhh@khu.ac.kr

초록

본 연구는 뉴스 선정성을 세 가지 구성 요소(제목 대표성, 비윤리적 내용, 감정 유발)로 재구성하고, 이 요소들이 기사의 게재 시간과 이용자 평가(흥미성과 정보성)에 미치는 영향을 검증했다. 이를 위해 연구진은 네이버의 언론사 편집판 ‘주요 뉴스’를 실시간 스크래핑한(매시각 실행. 하루 24회) 뒤, 선거 관련 기사 20,054건에 대해 분석을 실시했다. 제목 대표성은 제목이 본문 내용을 얼마나 잘 반영하고 있는지를 나타내며, 문장 유사도 계산에 사용되는 Sentence-BERT 모델이 측정에 사용됐다. 비윤리적 내용과 감정 유발의 측정은 사전학습된 BERT 모델의 미세조정을 통해 개발된 분류기를 활용해 이뤄졌다. 분석 결과, 기사의 게재 시간에 대해 제목 대표성, 비윤리적 내용, 감정 유발이 예상한 방향으로 유의미한 영향을 미치는 것으로 나타났다. 제목 대표성이 낮은 기사일수록 언론사는 오래 게재하는 경향을 보였다. 비난을 담은 기사 제목일수록 오래 게재됐고, 감정 유발성 제목은 모든 감정 종류에서 게재 시간을 늘리는 효과를 보였다. 이용자 평가 가운데 흥미성을 예측하는 분석에서는 제목 대표성과 비윤리적 내용이 유의미한 영향을 미치지 않았다. 이는 선정적 보도가 이용자의 관심 끌기에 효과적이라는 예측에 어긋나는 결과였다. 반면, 감정적 기사는 이용자들로 하여금 흥미롭다고 평가하게 만드는 요소였다. 한편, 정보성 평가에서는 제목 대표성이 유의미하게 긍정적 영향을 미쳤다. 제목이 본문 내용을 정확하게 반영할 때 이용자가 정보가 잘 정리된 기사라고 평가한다는 것이다. 비윤리적 내용에서는 비난을 담은 기사만 정보성 평가를 높이는 것으로 나타났다. 감정에서는 공포와 놀람이 담긴 기사가 정보성이 낮다고 평가된 반면, 슬픔, 행복, 혐오가 담긴 기사는 정보성이 높다고 평가됐다. 결론적으로, 언론사는 선정적 기사(제목)를 오래 게재하는 방식으로 뉴스 이용자의 흥미를 끌고 클릭을 유도하는 것으로 나타났다. 그러나 뉴스 이용자들은 제목 대표성이 낮고 비윤리적 내용을 포함한 선정적 기사에 대해 흥미성이 높다고 평가하지 않을 뿐 아니라, 선정적 기사의 부족한 정보성을 충분히 인식하고 있는 것으로 나타났다. 본 연구의 차별성은 뉴스 선정성의 구성 요소를 새롭게 제안하고, 온라인 기사의 ‘게재 시간’이라는 새로운 개념을 도입하고, 실시간 스크래핑과 BERT 모델 활용 등 컴퓨테이셔널방법론을 본격적으로 활용한 점에 있다. 본 연구가 온라인 뉴스의 선정성에 대해 새로운 이해를 제공하고, 미디어 연구에서 컴퓨테이셔널방법론 적용을 넓히는 데에 기여하길 기대한다.

Abstract

This study examined the effects of three components of news sensationalism - headline representativeness, unethical content, and emotional provocation - on the publishing time of articles and user evaluations (interest and informativeness). The study analyzed 20,054 election-related articles scraped in real-time from major news articles curated by media companies on Naver. Headline representativeness refers to how well the headline reflects the content of the article. Sentence-BERT, a model used for measuring sentence similarity, was employed for this purpose. Unethical content and emotional provocation were measured using classification models through BERT-based transfer-learning. The analysis revealed that headline representativeness, unethical content, and emotional provocation had significant impacts on the publishing time of articles as anticipated. Articles with less representative headlines tended to be published for longer durations. Articles with headlines containing censure were published for longer, whereas those with headlines expressing hate did not show a significant difference in publishing time. Emotionally provocative headlines tended to increase the publishing time for all emotional categories. In the analysis predicting user evaluations of interest, headline representativeness and unethical content did not have significant effects. This result contrasts with a general prediction that sensational reporting effectively attracts user interest. Emotionally charged articles were found to be a significant factor in users evaluating them as interesting. For the other user evaluation metric, informativeness, headline representativeness had a significantly positive effect. When headlines accurately reflected the content, users rated the article as well-organized and informative. In the case of unethical content, only articles with censure showed an increase in informativeness evaluation. Emotional expression had different impacts on informativeness depending on the category. Articles containing fear and surprise were rated lower in informativeness, while those containing sadness, happiness, and disgust were rated higher. In conclusion, it was found that media companies attract user interest and induce clicks by publishing sensational headlines for extended periods. However, news users not only do not rate sensational articles as highly interesting but also fully recognize the lack of informativeness in sensational articles. The distinctiveness of this study lies in the newly proposed components of news sensationalism, the introduction of the new concept of 'publishing time' for online articles, and the full utilization of computational methodologies, including real-time scraping and the use of BERT models. This study offers fresh insights into the sensationalism of internet news and enhances the application of computational approaches in media studies.

Keywords:

Online News, Sensationalism, Publishing Time, Text Similarity, BERT

키워드:

온라인 뉴스, 선정성, 게재 시간, 텍스트 유사도

Acknowledgments

This work was supported by the Foundation for Broadcast Culture, as part of the 2024 Broadcasting Research Support Project(본 연구는 2024년 방송문화진흥회 방송연구지원사업의 지원을 받아 수행되었음).

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