정책PR 분야에서 소셜 빅데이터 어낼리틱스 활용가능성 연구

Abstract

In recent years, many emerging technologies such smart devices and mobile internet andsocial media have worked to increased openness and interactions among public policyconsumers. Consequently, both structured and unstructured social big data is seen by manyas a potential means to promote openness, transparency and to enhance new democraticgovernance. Social big data analytics, in particular, has been used in many prominent,comprehensive analytical efforts in a number of e-Government and policy PR studies. Whilesome of these efforts have received considerable attention, the issue of whether these newanalytics have the potential to create a substantive change in methodologies for policy PRresearch has not been widely considered. This paper explores the potential impacts of socialbig data analytics on policy communication studies and new digital governance in terms ofsustainable bottom-up decision making process via public deliberation in the smart mediaecosystem of the 21 century.