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Inserting Advertisement in『Empire Newspaper』 by General Readers of Daehan Empire and A Social Aspect

  • 중앙사론
  • 2012, (35), pp.323-359
  • Publisher : Institute for Historical Studies at Chung-Ang University
  • Research Area : Humanities > History

JANG YOUNG-SOOK 1

1한양대학교

Accredited

ABSTRACT

This study examines the figure of general citizens utilizing newspaper as active readers through representative advertisements that they inserted in『Empire Newspaper』 and the figure of 『Empire Newspaper』 reflected on them and further a hidden aspect of social change in Daehan Empire era. The advertisements inserted in『Empire Newspaper』 were used to be just one or two but it increased drastically occupying all 4 advertisement pages, and in the latter half of 1900, the amounts of news article and advertisement were reversed. In the increase of advertisement, it is noticeable that there were advertisements by general readers not related to making commercial profits. They were using newspaper advertisement to actively protect their rights and interests and to communicate with each other. The most representative advertisements inserted by general readers were forewarning of fraud cases with land, notifying various lost articles to prevent 2nd damage, and rewarding advertisement for someone who granted a favor to them. This study could see the items below while examining general citizens who became active readers by utilizing advertisement and its inside facts. First of all, general readers preferred『Empire Newspaper』 than other newspapers as a medium to protect their rights and interests and to communicate with each other. Also, it was a time in which people put emphasis on individual rights and interests rather than unconditionally conforming to the ethics of community life and tried to protect their property rights actively even through advertisement. Also, we can see that the society of Daehan Empire was quite unstable through the advertisements of forewarning the land fraud cases and of notifying lost articles. It is a feature of Daehan Empire since the newspaper publication that ordinary readers appeared as advertisers rather than business owners who wanted to maximize commercial profit and interest. They took the role of active readers who use newspaper to deliver their gratitude fast and effectively. It was possible because they recognized and believed that newspaper was a medium representing their intention with fast and wide influence in the society of Daehan Empire where communication tools such as telegraph and telephone were not popular.

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