부동산 뉴스의 미디어 프레이밍 분석 연구 ―‘정보’에서 ‘평가’로의 전환과 따옴표 저널리즘의 부상(1990-2025)―

초록

This study empirically examines how South Korean real estate news has been framed over the 36-year period from 1990 to 2025 and how direct quotation as a reporting practice contributes to frame construction, drawing on a large-scale news dataset. Real estate accounts for more than half of South Korean household assets and constitutes a domain in which income inequality and intergenerational conflict are particularly salient. Because citizens largely understand real estate through media-constructed representations, clarifying the framing of real estate reporting is important for understanding inequality and social cohesion in Korean society. Real estate news collected from the Korea Press Foundation's BIGKinds platform was refined using a KPF-BERT-based classification model, yielding a final sample of 1,744,989 articles. These articles were consistently classified into five frames reflecting the rhetorical patterns characteristic of real estate reporting: informational, surge/overheating, decline/crisis, investment inducement/opportunity, and conflict/deprivation. The findings are as follows. First, the most fundamental change was a structural shift in discourse from "information" to "evaluation." The informational frame, which once accounted for roughly 70 percent of coverage, declined by about 0.5 percentage points annually, while evaluative frames more than doubled, from 16.0 percent in 1990 to 32.3 percent in 2025. Second, the share of articles containing direct quotations in their headlines increased roughly twelvefold, from 1.7 percent in 2000 to 20.4 percent in 2025, with this rise becoming particularly pronounced after 2017. Third, among articles containing direct quotations, the informational frame appeared markedly less often than expected, whereas the conflict/deprivation frame was strongly overrepresented. These findings suggest that direct quotation is associated with a shift away from informational framing and serves as a central conduit for the conflict/deprivation frame.

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