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The Korean Society for Journalism & Communication Studies - Vol. 67 , No. 4
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[ Article ]
Korean Journal of Journalism & Communication Studies - Vol. 67, No. 4, pp. 198-237
Abbreviation: KSJCS
ISSN: 2586-7369 (Online)
Print publication date 31 Aug 2023
Received 14 Apr 2023 Revised 13 Jul 2023 Accepted 20 Jul 2023
https://doi.org/10.20879/kjjcs.2023.67.4.006

기업에 대한 정당성 압력으로서의 감시견 역할 : 지속가능 경영 뉴스기사의 텍스트 마이닝 분석
윤태일**
**한림대학교 광고홍보학과 교수 (icarus44@hallym.ac.kr)

The Watchdog Role as Legitimacy Pressure on Corporations : A Text Mining Analysis of Sustainable Management News Articles
Tae-Il Yoon**
**Professor, Department of Advertising and Public Relations, Hallym University (icarus44@hallym.ac.kr)
Funding Information ▼
초록

주주 자본주의에서 이해관계자 자본주의로 전환되면서, 기업시민으로서의 책무성을 기대하고 요구하는 정당성 압력은 권력집단에 대한 언론의 감시견 역할과 접목되었다. 이 논문은 기업에 대한 정당성 압력이 실효적으로 작동될 수 있도록 언론이 감시견 역할을 제대로 수행하는가를 규명하기 위해서, 지속가능 경영 뉴스기사의 의제와 논조를 분석하려 한다. 20,000건의 지속가능 경영 뉴스기사 데이터를 자연어 처리과정을 통해 정제한 후, 핵심어 의미연결망 분석, 단어 임베딩, 토픽 모델링, 감정분석 등 텍스트 마이닝의 네 가지 분석 기법을 적용해서 전체적인 의미연결망, 주요 개념의 연관어, 세부적인 하위 주제, 전반적인 보도태도를 분석했다. 의미연결망 분석결과, 지속가능 경영 뉴스기사의 전체적인 의미구조는 기업이 경제적·사회적·환경적 책임을 다하는 지속가능 경영을 실천하여 대외적으로 좋은 평가를 받았다는 내용으로 구성되었다. 단어 임베딩 결과는 ‘지속가능 경영’이나 ‘기업’같은 주요 개념의 연관어도 주로 대외평가나 보고서 발간의 맥락과 관련이 있음을 드러냈다. 토픽 모델링 분석결과 뉴스기사에 담긴 다섯 개의 하위 주제는 ‘산업대상 수상’, ‘평가 선정발표’, ‘그룹회장 혁신’ ‘글로벌 환경기술’ ‘지역사업 지원’이었으며, 대부분 기업에서 쉽게 통제할 수 있는 친기업적 내용이었다. 감정분석 결과 전반적인 보도 태도는 약간 긍정적이었다. 이러한 분석결과는 지속가능 경영 뉴스기사가 기업이 구사하는 상징적 정당화의 수단으로만 활용될 뿐, 기업 정당성을 기대하고 요구하는 이해관계자의 목소리는 제대로 담아내지 못했음을 시사한다. 분석결과를 바탕으로, 언론이 감시견 역할을 강화하여 기업에 정당성 압력을 실효적으로 행사할 때 언론의 신뢰도도 회복할 수 있고 한국 기업의 글로벌 경쟁력도 향상될 수 있음을 논의했다.

Abstract

Corporations feel legitimacy pressure when stakeholders expect and demand that the activities of a company should be desirable, proper, or appropriate within some socially constructed system of norms, values, and beliefs. Among various stakeholders who exert legitimacy pressure on companies, the media is one of the most influential, especially in the early stages of the institutionalization process, when sustainability management is being established as a social institution. If the media exerts legitimacy pressure on companies, this is in line with the media's primary accountability, the role of a watchdog for the power group. In particular, as shareholder capitalism transforms into stakeholder capitalism, the media’s role of a watchdog for companies is expressed in the form of legitimacy pressure. In an attempt to explore whether the media properly serves as a watchdog so that legitimacy pressure on companies can work effectively, this study aims to analyze the themes and tone of sustainable management news articles. For the purpose of the study, 20,000 news articles on sustainable management from 2015 to 2020 were collected through the Big Kinds, a news database of the Korea Press Foundation. Using Python, an open-source programming language widely used for text mining, this study analyzed the overall semantic structure, associative words of core concepts, specific topics, and overall tones in the collected news articles. After cleaning the data with KoNLPy, a Python package for Korean natural language processing, this study applied semantic network analysis (SNA), word embedding, topic modeling, and sentiment analysis using various Python libraries. According to the result of SNA, the overall semantic structure of the sustainable management news articles emphasized that the company received good reviews externally for practicing sustainable management that fulfills its economic, social, and environmental responsibilities. The word embedding results suggested that the association of core concepts such as ‘sustainable management’ or ‘corporate’ was mainly in the context of report publication for external evaluation. As a result of topic modeling analysis, the five topics contained in the news articles were 'industry grand-prix award', 'announcement of good evaluation', 'group chairman innovation', 'global environmental technology', and 'regional business support'. Sentiment analysis results showed that the overall reporting attitude of sustainable management news articles was slightly positive. As a result of analyzing the themes and tone of sustainable management news articles from various angles using various text mining techniques, it is hard to say that the media has properly played the watchdog role. This is because sustainable management news articles were used only as a corporate vehicle for symbolic legitimation, and did not properly capture the voices of stakeholders who expect and demand corporate legitimacy. As implications for the study, it was discussed that when the media strengthens its watchdog role and effectively exerts legitimacy pressure on companies, the credibility of the media can be restored as well as the global competitiveness of Korean companies can be improved.

KeywordsWatchdog Role, Legitimacy Pressure, Sustainable Management, Text Mining
키워드: 감시견 역할, 정당성 압력, 지속가능 경영, 텍스트 마이닝
Acknowledgments

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2018S1A5A2A01039611)(이 논문은 2018년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2018S1A5A2A01039611)). This research was supported by Hallym University Research Fund 2023 (HRF-202302-014)(이 논문은 2023년도 한림대학교 교비연구비(HRF-202302-014)에 의하여 연구되었음).

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