대통령 관련 보도의 감성 분석과 정파성의 지형 : 신문별 감성지수의 차이, 일관성, 대통령 지지도와의 관계를 중심으로
초록
그간 언론의 정파성에 관한 연구는 대표적인 일부 신문을 대상으로 보도 프레임이나 기사 작성방식을 내용분석하여 비교하는 방법이 주류를 이루었다. 이 때문에 정파성의 지형에 관한 연구 결과는 특정 이슈나 시기의 양상을 기술하는 정태적 수준에 머무르는 경향이 있었다. 이 연구는 좀 더 입체적이고 장기적인 경향 분석을 위해 빅데이터 분석기법의 하나인 감성 분석을 통해 언론 보도에 나타난 표현의 특징을 살펴보고자 하였으며, 이를 통해 감성 분석이 언론의 정파성 분석을 위한 하나의 방법론이 될 수 있는지를 탐색하였다. 분석대상은 2018~2019년 10개 종합일간지에 게재된 대통령 관련 정치 기사 9만여 건으로, KNU 감성사전을 이용하여 기사에 나타난 표현의 긍·부정 극성과 정도를 판별한 뒤 각 신문의 감성지수를 산출하여 기존의 정파성 연구들과 비교하였다. 분석 결과, 10개 신문 가운데 한겨레의 감성지수는 가장 강한 긍정 극성을 보였으며, 조선일보는 유일하게 부정 극성을 나타내는 등 신문마다 정파성에 따른 차이를 보였다. 전국지들의 감성지수 순위는 기존 연구들에서 제시된 신문들의 정치적 경향성과 밀접한 상관관계를 보여, 감성지수와 언론의 정파성이 연관되어 있음을 발견하였다. 그리고 신문 간에는 중심 경향성에서도 차이가 있어 상대적으로 감성지수의 일관성이 높은 신문과 낮은 신문으로 나누어졌다. 이러한 가변성을 설명하기 위해 대통령에 대한 여론 추이와 신문들의 감성지수가 어떠한 연관이 있는지도 살펴본 결과, 한겨레를 제외한 모든 신문의 정치 기사 감성지수는 대통령 직무수행 긍정 평가도와 연동되고 있었다. 이러한 결과들은 언론의 정파성의 정도는 정치적 성향에 따른 차이를 보이는 가운데서도, 가변적이며 상대적인 것임을 의미한다.
Abstract
Traditional research on media partisanship has primarily relied on the content analysis of limited message samples, in terms of message frames or sources, in selective media outlets, thus often with inconclusive findings. Thus, for a more systematic and long-term analysis of complex and multi-faceted trends in the landscape of media partisanship, this article aims to experiment the feasibility of sentiment analysis of big data as potential research tools for studying media partisanship. Specifically, the authors collected entire news articles on the incumbent Korean president, Moon Jae-In, covered in ten national dailies for the period between 2018 and 2019, roughly ninety thousand items in total, and conducted a sentiment analysis of vocabulary in news articles, based on the KNU Sentiment Lexicon. The vocabulary analysis was conducted particularly with reference to the polarities and degrees of positive-negative sentiments implied in the usage of terms. The results show that all national dailies may be mapped within the spectrum of partisanship, ranging from the most positive position of the liberal Hankyoreh to the most negative of the conservative Chosun Ilbo. This mapping tends to approximately replicate the patterns of extant research on the partisanship distribution of national dailies. The analysis also reveals a statistically significant level of proximity to findings in previous research, and thus suggests the viability of sentiment analysis as an alternative index of media partisanship in future research. However, sentiment scores of each daily demonstrate considerable variability, ranging from the relatively consistent of the Kyunghyang Shinmun and Segye Ilbo to the more unstable of Munhwa Ilbo and Hankook Ilbo. To explain the variance of sentiment scores among national dailies, the authors examined the relationship between the sentiment index of dailies and the fluctuation of public opinion climate, which is indexed as monthly approval rate for the president during the selected period. Regression analysis confirmed, with the exception of Hankyoreh, significant levels of concomitant changes of scores in all dailies in accordance with the fluctuating approval rates for the president. In other words, the 'parallelism' between the partisan media coverage and political forces may be quite a volatile relation of equilibrium, which is amenable to the shifts in public opinion and external circumstances, rather than a fixed state of political differences as implied in the previous literature. Consequently, the findings indicate a need for re-conceptualizing the notion of media partisanship as a more variable and dynamic notion rather than a fixed, though differential, political positioning of each medium. The theoretical and practical implications of the results were also discussed.
Keywords:
media partisanship, sentiment analysis, presidential coverage키워드:
감성 분석, 언론 정파성, 정치 보도, 대통령Acknowledgments
This study is based on a paper presented at the '5th Media Statistics Academic Conference' hosted by the Korea Press Foundation(이 논문은 2020년 한국언론진흥재단 주최 ‘언론 통계 활용 학술대회’에서 발표한 논문을 대폭 수정한 것임을 밝혀둡니다).
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