摘要：Corporations, governments and other organizations can contribute to the growth in transparency in a society through the study and practice of balanced media relations. By adopting and blending successful social and cultural practices and applying theories of framing and relationship building, strong long-term media relationships with diffuse societal benefits can be constructed. This paper draws on two cultural concepts in Korea and Australia - Cheong and Mateship - to support the case for building ethical media relationships and social transparency. It attempts to argue that elements of two very different sociocultural models can be effectively conflated to develop balanced media relationships. It uses examples of media coverage of Korean government policies to demonstrate the potential for the conflation of the models using theories of framing and relationship building as the basis for the development.
