미디어콘텐츠의 활용이 국가브랜드에 미치는 영향 분석

Abstract

Recently, as our society has become a multicultural society where different races and cultures coexist, it has been strengthening the establishment of a social infrastructure without discrimination. This is to improve the national prestige beyond development as an industrial society, so that the Republic of Korea in the future will become a leading country, not an advanced one. In response, this study investigated the latest trends in media content and changes in new paradigms, and based on these data, it set up a research scope to analyze the factors of homepage, mobile application, and SNS. It analyzed the NBDO (National Branding Committee) and Samsung Economic Research Institute, which were abolished in 2013. The findings of the study are, first, the derivation of important elements of national brands and the construction of an implementation process for them. Second, important factors derived should be utilized in media content to positively influence brand recognition by conceptual, image, and identity elements of national brands. Third, it is to analyze the difference in the importance of the image that can symbolize the national brand of Korea. Fourth, the image should be enhanced to bring about an appreciation between visual interactions and relational elements through the derivation of important representation elements for each media content that affects national brand recognition. Finally, we hope that these studies will be used as data to redefine national brands.