Mediatization 이론에 의거한 광고 및 브랜드 커뮤니케이션 양태변화의 함의
The Implications on the change of advertising & brand communication based on the theory of Mediatization
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본 연구의 목적은 특정 사회 내에서 제도화 된 개별 미디어에 집중하기 보다는 미디어화 된 세계를 전체적 시각에서 분석하는 정교화 된 커뮤니케이션 이론, 즉 Mediatization 개념 기반의 광고 및 브랜드 커뮤니케이션 양상 변화에 대한 고찰이다. 연구의 체계적 고찰을 위하여 미디어에 의한 가장 핵심적인 변화인 시공간 개념의 변화를 중심으로 ‘각 시기별 중심 미디어, 시공간 개념의 변화, 미디어로 인한 사회, 문화적 변화 양상, 미디어 커뮤니케이션 방식, 광고 및 브랜드 커뮤니케이션 양태’ 등의 세부 영역을 범주화하였다. 미디어 발전으로 인한 미디어 커뮤니케이션 방식은 특정한 대상을 상정하며 구현되는 상호적 커뮤니케이션에서 생산된 미디어 커뮤니케이션 방식을 거쳐 시공간 개념의 무한한 확장성을 상정하는 가상화된 커뮤니케이션 방식으로의 변화과정을 거쳐 왔다. 한 편, 미디어의 지속적인 발전은 신체의 일부로 인지될 만큼 사용자와의 접점거리를 좁혀가며 탈경계화된 연결성을 가시화시켰으나, 소비자와의 실질적인 커뮤니케이션 접점과 메시지 도달의 효율성 측면에서는 오히려 폐쇄된 연결을 야기했다. 이는 네트워크 및 모바일 커뮤니케이션 사회가 심화되어 갈수록 참여적이며 주체적인 소비자와 브랜드 간에 광고의 내용과 형태를 벗어난 신뢰와 가치 창출 기반의 새로운 형태의 커뮤니케이션이 필요함을 함축한다. 즉, 소비자와의 커뮤니케이션을 목적으로 하는 브랜드 커뮤니케이션은 전통적 개념의 주체와 객체, 일률적인 맥락 전복의 필요성과 더불어 신뢰와 진정성 기반의 가치 공유와 확산 등 미디어의 물질성으로 인한 가시적 풍요로움을 뛰어넘는 내면의 가치로 재구성되어야 함을 의미한다.
Abstract
The purpose of this article is to investigate the changes of contents and methodology regarding advertising/brand communication based on the concept of Mediatization, an articulated communication theory with a holistic view to analyze mediatized world rather than focusing on each institutionalized medium in certain society. For the methodology, categorization consisted of 5-subject areas with having the concept of time and space as a central point is applied for the validity of study. The way of media communication has been changed from reciprocal communication oriented to specific others through produced one oriented to an indefinite potential number of addresses to virtualized media communication oriented to a potential space of action. While de-territorialized connectivity has been realized by virtue of corporeal medium which closes the distance between uses and medium, the reachability and the right point of communication with consumers have become far difficult to establish. It implies that new actively participating consumers want a new way of communication based on trust and value creation through which they don't perceive it as advertising. In conclusion, the collapse of context, value sharing and expansion should be core elements for brand communication by which consumers share intrinsic value transcend the materiality of media technology.
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