CAJ | 학술논문

随着互联网的普及，网络作为一种新型媒体迅速崛起。网络媒体在迅猛发展的同时，也暴露出很多经济问题，其中，外部性问题就是一个不容忽视的经济现象。按照公共经济学的经济外部性理论，网络媒体的外部性问题分为正外部性和负外部性两个方面。正外部性主要表现在以梅特卡夫法则为中心的一系列网络效应和由此引起的各种经济效应；负外部性主要表现在缺乏法律、道德上的规范和约束所造成的不良影响，以及信息发布不当给消费者带来的负效应。采取政府调节和进一步健全法律法规的措施来矫正网络媒体的外部性，促进其社会效用达到最优状态。
수착호련망적보급，망락작위일충신형매체신속굴기。망락매체재신맹발전적동시，야폭로출흔다경제문제，기중，외부성문제취시일개불용홀시적경제현상。안조공공경제학적경제외부성이론，망락매체적외부성문제분위정외부성화부외부성량개방면。정외부성주요표현재이매특잡부법칙위중심적일계렬망락효응화유차인기적각충경제효응；부외부성주요표현재결핍법률、도덕상적규범화약속소조성적불량영향，이급신식발포불당급소비자대래적부효응。채취정부조절화진일보건전법율법규적조시래교정망락매체적외부성，촉진기사회효용체도최우상태。
With the popularization of the Intemet, networks as a new medium is developing rapidly. However, during the development, there arise a lot of economic phenomena, among which economic externality is an important one which cannot be ignored. According to the economic externality theory in public economy, the economic externality in network media falls into two sides： positive externality and negative externality. The positive externality is mainly reflected in a series of network effects centering around Metcalfe＇s Law and various corresponding economic phenomena, and the negative extemahty in being devoid of criteria and restrictions in law and morality, and some negative effects caused by the absence and improper spread message to the consumers. The government should therefore reinforce the law and take proper measures to rectify the externality of network media for the optimization of the social effects.