저출산 이슈 대응을 위한 효과적인 PR 캠페인 전략: FGI 분석 결과를 중심으로

초록

This study sought to explore effective PR campaign strategies in the context of South Korea's ultra-low fertility crisis. Specifically, it aimed to examine shifts in young adults' perceptions of marriage, childbirth, and parenting, and to assess the role of media in shaping these perceptions, thereby proposing audience, message, and media strategies for future public communication. To this end, prior research on low fertility policy trends and media effects was reviewed, and focus group interviews (FGIs) were conducted with six groups (N=42), comprising unmarried men and women, married couples without children, and married couples with children, all of marriageable and childbearing age. Analysis using grounded theory revealed that, while all groups recognized the severity of the low fertility crisis, perceived causes and emotional burdens varied by group and gender. Unmarried men identified insufficient economic foundations as the primary barrier, while unmarried women expressed greater concern over career disruption and anticipated declines in social status. Married couples with children cited the difficulty of balancing work and childcare as the most critical obstacle. In terms of media influence, sensationalized portrayals in entertainment programs were found to reinforce negative attitudes toward marriage and childbirth. News coverage characterized by repeated crisis and statistics-driven framing intensified individuals' psychological burden by implicitly placing responsibility on individuals. Social media demonstrated a dual nature, simultaneously providing a sense of everyday realism while also generating social comparison and feelings of relative deprivation. Across all groups, existing PR campaigns addressing low fertility were commonly criticized for their lack of realism and failure to resonate with target audiences. Based on these findings, the study presents theoretical, practical, and policy implications for PR communication addressing low fertility issues.

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