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인터넷 포털의 경쟁과 뉴스 콘텐츠의 선택(Internet portal competition and economic incentive to tailor news slant)

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Title 인터넷 포털의 경쟁과 뉴스 콘텐츠의 선택(Internet portal competition and economic incentive to tailor news slant)
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Material Type Reports
Author(Korean)

최동욱

Publisher

세종 : 한국개발연구원

Date 2017-02
ISBN 979-11-5932-209-9
Pages 79
Subject Country South Korea(Asia and Pacific)
Language Korean
File Type Documents
Original Format pdf
Subject Industry and Technology < General
Holding 한국개발연구원; KDI국제정책대학원
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Abstract

In this study, we examine the economic incentive to select political bias of news on Internet portals. The news slant is measured based on the expressions in congressional speeches in 2015, following Gentzkow and Shapiro (2010). The whole articles posted on two major domestic portals in the same year are used for the analysis. The higher the index value, the stronger the slant toward the ruling party. As a result, both portals locate somewhat farther from the ideology of the ruling party. Also, as the difference between portal and user increases, the number of clicks on news page decreased. The slant of portal was positively correlated with consumer 's political preference. In other words, consumers try to click on more news close to one’s preference, and the portal seems to select the news contents accordingly. We can interpret this as a profit maximization strategy of the portals in the online advertising market. In addition, there is a differentiation effect between the two portals regarding the news slant, but the size is small. These results suggest that a further discussion on the relevance and effectiveness of self-regulation in the portal news industry is necessary.