Term Project Outline - Impact of New Media in Korea

The new media has been effect the the society of South Korea in business, social network and political way since 1998. In the 1998, the president of the South Korea, Daejung Kim, decided to invest large scale government’s budgets into the IT field. The government predicted the IT and new media will be significant to survive in the global market. Since the government successfully accomplished the project, South Korea has a strong IT infrastructure. Afterward, the government has been invested in IT. Therefore, South Korea has fast internet connection environment, download 10~100 MB per seconds. Moreover people are able to access from anywhere, such as in running subway, from any device, such as mobile phone, PDA and laptop. The total number of the internet population is 49,232,844, which is 70.7% of total population of South Korea. The new media had changed the way to do the advertisement. The new media advertisement, cable television and online media, has been increased 38 per cent year-on-year over 2005. In the 2007, the one of the main newspaper site's, JoonganIlbo webpage, the percentage of the new media advertisement has been increased by 21% than year 2006. Naver's, which is the number one search engine site, income is set to grow further by the emergence of a relatively new phenomenon in Korea, targeted keyword ads, which already count for more than half of NHN's sales. The keyword ads market in Korea is expected to reach 700 billion won this year. The new media has changed the way pepople participate the politics in Korea. There was the president election in the year 2007. The political party and candidate had an aggressive online marketing, which upload ucc video clip to tell people what they will do when they won the election, place the banner ad on the Naver site and place online ad video clip on the ucc website, which plays before the ucc video clip. People made the online community for their favorite political party and they exchange the information and opinions. If they have an opinion for the political policy, they appeal what they think on politics strategy through the politic party's webpage. The social networking sites were boomed since 2002. The major social networking sites are "Cyworld" and "Iloveschool". Cyworld has a similar function with Facebook. Iloveschool is the online community site for people from same school. Almost 80 percent of the population between 20th and 30th has Cyworld homepage. The reason why so many people use Cyworld as their personal webpage is that Cyworld has connected with the most popular messenger program in Korea, which is Nateon. They post their picture, diary, music and video clip on their Cyworld webpage. The Cyworld also issued the negative effect of the online social networking site, which is privacy. To solve this problem, the Cyworld provide the user function that allow owner to give their visitor authorization. The owner of the webpage can control which pages will be permit to view which users, so that they can protect their privacy.
The usage of the new media in South Korea has been growing year by year. It is expected the market of the advertisement will be grown and replace the old media advertisement in the future. It is expected the total revenue of advertisement on NAVER will be a trillion in the year 2010. It is true that there is negative issues, such as protection of privacy, on new media while the new media has been grown. However, people tried to get rid of negative issues with new policy and new strategy.

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I. Introduction
- The environment of the IT and New Media Environment of South Korea
- How the infrastructure has been established.

II. Body
- How the new media changed the marketing strategy espacially advertisement
- How the new media changed the strategy of politics(Relationship with publics)
- How the new media effected the way people have a social network

III. Conclusion
- The problems of the new media currently have
- The new media strategy in future not only future plan but also the solution for negative effect


Source

THE NEW MEDIA PLAN IN KOREA
Michael Hoare. Media. Hong Kong: Aug 10, 2007. p. 24 (2 pages)

Korean publisher leads way for magazines to flourish in digital age
Rance Crain. Advertising Age (Midwest region edition). Chicago: May 28, 2007. Vol. 78, Iss. 22; p. 13 (1 page)

INTERNATIONAL SEARCH: Naver harnesses social search in Korea
New Media Age. London: Jun 1, 2006. p. 22


South Korea has highest digital penetration in Asia-Pacific
New Media Age. London: Jun 10, 2004. p. P.12

Internet World States
http://www.internetworldstats.com