지역 정체성과 지자체 캐릭터 연구 - 김해시 캐릭터를 중심으로 -

Abstract

Background These days, local character has gone beyond being a region's symbol to become a marketing tool for the local industry. As of 2017, it was estimated that there were 214 characters among 242 local governments nationwide. This is of great contrast to the early 2000s, when there was little recognition and utilization of most of the characters that sprang up suddenly. Through the development of the local character which re-creates local values, we seek ways to promote local culture and set the direction for local character development. Methods We examined the local character of Gimhae City by conducting a theoretical review of related research materials and literature. Based on the analysis of Gimhae City's local character and its problems, we drafted a character plan that can be practically applied to the city. We sought to study the perceptions and preferences held towards local characters through research and analysis carried out on the local residents, civil servants, and experts in Gimhae City. Result In a survey on Gimhae City's local character development model, most respondents preferred a concise design concept based on the cultural background of Gimhae City. Also, they preferred a friendly and affable character to a unique personality. A high percentage of local residents expressed the need for a local character to promote local identity and regional image, with exposure greatest through the Internet, SNS, and blogs. Conclusion In order to develop a local character that represents the local culture and identity, affability and symbolism are attributes that must be given deep thought in the character plan. For newly created characters, character affability and symbolism among the local people might be weaker, which is something to note during the creation of new characters. In addition, when creating local characters, the key emphasis should be on delivering a positive image of the region, whereas at the administrative level, there is a need to consider how to expand local character and content online.