정부 유튜브 콘텐츠 프레임과 시민 반응의 구조적 정합성 분석 : 네트워크 의제설정 이론에 기반한 P-F-R 프레임워크 탐색

초록

To investigate how government PR messages are integrated into public cognitive structures, this research introduces and quantifies the P-F-R framework. Unlike conventional evaluations centered on quantitative metrics, this study focuses on the 'structural alignment' among policy agendas (P), content frames (F), and public responses (R). Using metadata from the top five YouTube-active ministries in 2025, the analysis was conducted via SNA and QAP methods. Findings indicate that despite the existence of highly structured policy frames, correlations between content and public response consistently showed statistically significant negative (-) values. This suggests that policy messages undergo active reconstruction through citizens' personal contexts rather than passive acceptance. The divergence was most prominent in high-involvement policy areas. Academically, this work redefines PR performance as the 'level of shared context.' Practically, it advocates for open communication strategies that prioritize the linguistic nuances of the public.

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