도시 브랜드의 지속가능성 연구 : 유튜브 공간에서의 모스크바의 도시 이미지를 중심으로
A Study on the Sustainability of City Branding : Moscow’s City Imageries on YouTube
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초록
본 연구는 러시아의 수도이자 메가시티인 모스크바의 도시 브랜드의 지속가능성을 모스크바 관련 유튜브 동영상에서 비춰지는 도시 이미지를 중심으로 탐구하고자 한다. 현재 모스크바는 메가시티의 지위를 가짐에도 불구하고 적절한 브랜드 전략이 부재한 상태이며 보완이 시급한 상황이다. 관련 선행연구도 적은 관계로 연구를 수행하는 것이 필요하다. 방법론으로는 도시 브랜드 연구에서 주로 사용하지 않은 정량적 접근법인 사회·의미 연결망 분석법을 채택하였다. 본 방법론을 통해 모스크바 도시 브랜드는 주로 관광지의 이미지와 호전적인 러시아의 수도로서의 이미지로 주로 구성되어 있음을 발견할 수 있었다. 현 상황으로 보았을 때 도시 이미지 및 브랜드 재생을 위한 온·오프라인 커뮤니케이션 전략을 수립하는 것이 그 무엇 보다 시급하다. 이러한 특성을 근거로 다음 사안을 제안하고자 한다. 첫째, 모스크바의 가시성을 끌어올려 줄 수 있는 브랜드와 로고 개발이 시급하다. 둘째, 모스크바 시청이나 관련 기관에서 온라인 커뮤니케이션 전략을 수립해야 한다. 셋째, 부정적인 이미지에 대처할 수 있는 전략이 아울러 중요하다. 넷째, 다각적으로 그리고 지속적으로 모스크바의 이미지나 브랜드를 관찰하고 유용한 방안을 도출하는 것이 필요하다.
Abstract
Moscow is Russia’s capital and megacity. Despite the fact, Moscow does not have an effective and appropriate brand strategy. Also, there is no sufficient studies on this topic, so it needs to be properly examined. This study aims to explore the sustainability of Moscow’s city branding by focusing on its city imageries on YouTube. This study adopted Social Network Analysis and Semantic Network Analysis as the main quantitative methodologies. The results show that Moscow is described as a tourist destination and a capital of assertive Russia. Also, Moscow has no proper brand promotion and online communication strategies. Based on these results, this study has four major suggestions. First, the Moscow metropolitan government could consider devising better logos and slogans, which would increase its visibility. Second, the government might establish an independent online communication strategy department. Third, the government should cope with the negative images due to Russia’s current situation. Fourth, it should constantly review how Moscow is represented in online media.
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