The purpose of this study is to find and maximize the cultural potential of Korea to establish the national image and show initiative cultural brand strategy by utilizing various cultural analyzing methodology that are accumulated from the field of se ...
The purpose of this study is to find and maximize the cultural potential of Korea to establish the national image and show initiative cultural brand strategy by utilizing various cultural analyzing methodology that are accumulated from the field of semiology and culture theory. In other words, we intend to find national image and cultural code of Korea and appeal to Europe's major countries that attach much importance to cultural tradition. By this, we hope to construct an efficient and differentiated cultural brand communication system and contribute to the country's competitive power.
In this study, we set the subject to 5 countries of Europe(Britain, Germany, France, Spain, Russia) and tried to grasp the individual country's cultural tradition and sensibility. This way, we try to find an intiniative cultural brand value of Korea that can sympathize with their culture, and derive to a detailed strategic task and carry out plan to promote a cultural brand of Korea.
For this, we have went through 3 strategic steps. In summary, the first was collecting basic information in the five European countries, the second was analyzing the details on the base of semiology, and the last was developing an initiative cultural brand of Korea(inventing an 'OCB model' on our own). More specifically, in the first step, we have built a database of related data from on-the-spot survey and media research to understand recent trend of Korean cultural brand that is reflected in the 5 European countries. For sampling we mainly referred to the country's textbooks, media, and the internet, and we used on-the-spot survey and media research to gather the materials. In the second step we analyzed the basic information more thoroughly with various methods that are based on semiology and culture theory. From this we intended to draw a mapping of Korea's culture image and present a value assesment model. Firstly, we took a basic quantitative and technical analysis by using 'comparative cultural on-the spot observation' and 'social science based substance analyzing method'. Then, we took a deeper analysis in quality by using 'semiological methodology', 'text-based analyzing method' and 'narrative analyzing method', and thus deduced to cultural brand and national image value-standard mapping of Korea. Lastly, in the third step we set the cultural code of Korea and an original narrative structure. We focused on presenting Korea's own culture brand and developing a communication strategy that are based in regional differences of the European countries. The final step was put into practice as the following. First, we divided Korea's cultural image mapping in 5 European countries into 'strengthening area' and 'reinforcing area'. With this we set an unique national image and cultural brand value of Korea according to the 5 countries' cultural tradition and sensibility, and came up with 'Korean cultural brand's core concept'. Second, we formulated a creative 'Culture brand shaping plan' that can show the core concept of the cultural brand and invented an original 'Narrative'. Moreover we tried out a modeling for culture-sector core strategy. Lastly we worked on developing a communications strategy that can help spreading Korea's cultural brand concept to the five European countries by taking into account the individual culture code of the countries(Korean movies for Britain, Korean literature for France, traditional Hangul culture for Germany, traditional dish of Korea for Spain and Korean landscape for Russia).
With this study, we have invented an 'OCB(Optimal Cultural Brand) Model', a 'semiological valuation model' of Korea's cultural brand, by combining various methodology that are based on semiology and cultural theories. We believe that this will not only contribute to improving our cultural brand image, but also help create a new methodological paradigm that can strengthen the nation's competitive power.