대메뉴로 바로가기 서브메뉴 바로가기 컨텐츠 바로가기

통합검색

추천검색어
SNS, ott, 5G,


home > 주제별 연구
확대 축소 프린트

 

태그

  • 트위터 보내기
  • 페이스북 보내기
  • 미투데이 보내기
  • 네이버 보내기
  • 구글 보내기
  • 메일 보내기
글로벌 시대 소셜 미디어와 디지털 문화정책의 미래
제목 글로벌 시대 소셜 미디어와 디지털 문화정책의 미래
저자 이호영 ·조성은· 김희연· 한은영· 이항우· 배영· 문상현· 이장혁 조회 13334
게재지 기본연구 권호 기본연구 14-15-02
언어 Kor 페이지 1-239 (총 239 pages)
PDF pdf열기글로벌 시대 소셜 미디어와 디지털 문화정책의 미래 발행일 2014.12.31
분류정보 통신 > 통신정책
통신 > 통신서비스 산업ㆍ시장
미래전략 > 미래사회ㆍ문화
디지털 융합으로 인한 커뮤니케이션 생태계의 변화는 문화생산과 소비영역에서 광범위하고 급속하게 진행되고 있다. 매스미디어와 소셜미디어라는 올드미디어와 뉴미디어가 공존하고 경합하는 현재의 커뮤니케이션 생태계는 양 미디어 시스템의 차이를 분명하게 드러내는 동시에 공존과 경합의 과정에서 양 시스템이 서로 영향을 주고받음으로써 변형과 진화를 거듭한다. 매스미디어에 의한 디지털 기술의 도입(지상파 방송의 디지털 전환과 N스크린 전략, 영화산업의 3D 영화 제작이나 CG 기술의 활용, 신문 산업의 온라인 서비스와 태블릿 애플리케이션 보급 등)은 그 대표적인 사례이고, 기존 문화산업이 소셜미디어를 이용한 마케팅 전략이나 팬덤 등 이용자의 참여를 통한 가치창출 전략을 적극적으로 도입하는 것 또한 이러한 진화의 범주에 포함된다. 인터넷이나 소셜미디어 역시 전통적인 매스미디어의 수직적 통합이나 다각화전략을 도입해 규모의 경제와 범위의 경제 효과를 극대화하고 있다. 일대다(one-to-many) 형식의 콘텐츠 서비스를 개발하여 SNS 내에 론칭을 시도하는 등 양 미디어 시스템간의 상호영향에도 불구하고 현재 커뮤니케이션 생태계에서 일어나는 거스를 수 없는 변화의 방향은 매스미디어에서 소셜미디어로의 진화이다.
소셜미디어의 이용자 수가 빠르게 증가하고 소셜미디어를 통한 콘텐츠의 소비 역시 늘어나면서 기존 문화산업에 미치는 소셜미디어의 영향에 대한 관심이 증가하는 시점에서 디지털 기술의 발전으로 큰 변화를 경험한 문화산업은 쌍방향성, 네트워크성, 이용자 중심성의 특성을 갖는 소셜미디어의 확산에 힘입어 또 다른 변화를 시작하고 있다.
문화생산의 관점에서 기존 문화산업에 미친 소셜미디어의 영향은 로컬시장을 넘어 글로벌 수용자를 타깃으로 하는 문화산업의 새로운 콘텐츠 유통채널로 소셜미디어가 부상하고 있는 것이다. 새로운 콘텐츠 창구(window)로서 소셜미디어의 잠재성에 주목한 미디어 기업들은 자신이 보유하고 있는 콘텐츠들을 유통하거나 마케팅을 수행하는 채널로 소셜미디어를 적극적으로 활용하고 있다(Vellar, 2012). 이렇듯 디지털 기술의 발전으로 소셜미디어가 문화생산 및 확산의 핵심 플랫폼으로 부상하고 있는 상황은 문화생산자 및 소비자간 권력관계의 변화를 의미한다. 그리고 관계 변화는 또 다른 차원에서 다양한 변화의 추동원인이자 결과로 작용하고있다. 본 연구는 모바일을 화두로 변화된 환경에 대한 고찰과 함께, 콘텐츠 이용자들의 인식과 행태 파악을 실시하여 향후 문화산업 및 문화 소비에 대한 지형을 체계적으로 파악해보고자 한다. 이를 위해 본 연구에서는 다음과 같은 5가지의 연구문제를 설정했다.
연구문제 1: 소셜미디어와 모바일 플랫폼의 결합이 국내 및 해외시장에서 문화산업에 미친 영향은 무엇인가?
연구문제 2: 모바일 미디어의 일상 활용은 어떻게, 그리고 얼마나 나타나고 있으며, 이용자들의 콘텐츠 소비에 미치는 영향은 무엇인가?
연구문제 3: 인터넷 이용자들의 SNS에 대한 태도(부정적 측면, 긍정적 측면, 영향력)나 스마트폰 이용행태 등은 타자 수용성이나 이견 수용성에 어떤영향을 미치는가?
연구문제 4: 소셜미디어 이용자들의 문화 소비, 생산 및 매개활동이 모바일 플랫폼에서 구체적으로 어떤 양상과 패턴으로 이루어지는가?
연구문제 5: 모바일-소셜미디어 환경에서 국내 문화콘텐츠 산업 및 관련 서비스 진흥을 위해서는 어떠한 정책이 필요한가?
서 언 ···················································································································· 1
요 약 문 ··············································································································· 11
제 1 장 서 론 ······································································································ 21
제 1 절 연구의 배경 ························································································· 21
제 2 절 연구문제와 연구방법 ··········································································· 23
1. 연구문제 ····································································································· 23
2. 연구방법 ····································································································· 26
제 2 장 모바일 소셜미디어의 확산과 문화생산 및 유통과정의 변화 ················· 29
제 1 절 모바일 소셜미디어와 글로벌 문화산업 ··············································· 29
1. 글로벌 소셜미디어 기업의 모바일 전략: 페이스북, 트위터, 유튜브 ········· 29
2. 글로벌 미디어 기업의 소셜플랫폼 활용과 모바일 전략 ···························· 35
제 2 절 모바일 소셜플랫폼과 국내 문화산업 ·················································· 44
1. 국내 대표적 모바일 소셜플랫폼: 카카오 ··················································· 44
2. 국내 미디어 기업의 소셜플랫폼 활용과 모바일 전략 ······························· 50
제 3 장 미디어 이용과 콘텐츠 소비 패턴의 변화 ·············································· 58
제 1 절 주요 미디어 이용 양상 및 패턴의 변화 ············································· 58
1. 국내 인터넷 및 모바일 이용 현황과 변화 양상 ········································ 58
2. 모바일의 활성화가 PC기반 환경에 미치는 영향 ······································· 65
제 2 절 문화콘텐츠 관련 정보 공유와 확산 ···················································· 71
제 4 장 소셜미디어의 문화적 활용 및 영향력: 설문조사 분석 ·························· 83
제 1 절 조사의 개요 ························································································· 83
1. 조사의 설계 ································································································ 83
2. 표본의 특성 ································································································ 85
제 2 절 SNS에서의 타자 수용 ········································································· 86
1. 변수 설명 ··································································································· 87
2. SNS에서 타자 수용성을 결정하는 요인 ···················································· 93
제 3 절 SNS 영향력 결정요인 분석 ································································ 98
1. 주요 변수 ··································································································· 99
2. 분석 결과 ································································································· 105
제 5 장 모바일 소셜미디어 확산에 따른 글로벌 음악 소비:
한-중 K-POP 소비 사례를 중심으로 ···················································· 137
제 1 절 모바일 소셜미디어의 확산과 음악 한류 ··········································· 139
1. 디지털 미디어 환경에서의 한류: K-POP ················································· 139
2. 소셜미디어 사용과 문화 소비 ·································································· 141
제 2 절 연구대상 및 심층 인터뷰 방법 ························································· 144
1. 사례 선정 ································································································· 144
2. 연구방법 ··································································································· 146
제 3 절 한‧중 문화 소비자들의 소셜미디어 사용과 음악 소비 ···················· 148
1. 한‧중 문화 소비자들의 공통점 ································································ 148
2. 한국인의 문화 소비: “소셜 웹 안에 갇히다” ·········································· 152
3. 중국인의 문화 소비: 모바일 소셜 네트워킹에 기반한 콘텐츠 소비의 확산 ·· 164
제 6 장 결 론 ···································································································· 180
제 1 절 연구의 요약 및 결론 ········································································· 180
제 2 절 모바일 소셜미디어 시대의 문화산업 정책을 위한 제언 ··················· 184
1. 프라이버시 침해에 대한 우려 방지 ························································· 184
2. 저작권 보호 ······························································································ 186
3. 모바일 콘텐츠에 최적화된 이용환경의 구축 ··········································· 186
4. 콘텐츠․서비스 다양성 확보 및 창작 환경 개선 ···································· 187
참 고 문 헌 ········································································································ 189
[부 록] 설문지 ···································································································· 197
목록으로
메일로 보내기


제3유형
본 저작물은 "공공누리" 제3유형:출처표시+변경금지 조건에 따라 이용 할 수 있습니다.





(27872)충청북도 진천군 덕산읍 정통로 18 정보통신정책연구원 전화안내 043)531-4114

copyright © Korea Information Society Development Institute ALL RIGHTS RESERVED.

KISDI QR코드 : 모바일 웹사이트 바로가기

<p><a href="http://www.kisdi.re.kr/kisdi/err/error.jsp" >프린트 프레임이 없습니다.</a></p>