This study aims to provide measures to address the situation where fake news is created due to distortion of public opinion and expansion of social conflicts. After investigating fake news phenomena from diverse theoretical frames and relevant cases, it analyzed the complex social and cultural contexts of fake news phenomena and at the same time interviewed 14 experts from diverse areas, such as journalists, media scholars, PR experts, politicians, judges, media related civic activists, etc. The findings inform that the social context of fake news consist of advancement in media technology, media commercialization, partisanship, the polarization of public opinion, and confirmation bias. What are suggested by the experts as proactive measures to prevent fake news include the development of technological tools, fact checking methods and concrete fake news guidelines as well as media education, in collaboration with the media, academics and civic organizations.