뮤지엄 유튜브(YouTube) 채널과 콘텐츠 현황 분석 및 활용방안 연구

Abstract

The purpose of this study is to explore strategies and methods to utilize the content through analysis on the museum's YouTube channel and its content status. Recent data about followers, view counts, and video counts of the Top 100 Museum YouTube Channels released in Jan 2019 compared the counts over a period of six months and found that they had attained the fastest rate of growth since 2005, which is the year YouTube was created. This phenomenon is not unrelated with a recent survey indicating that South Korea's longest-used app is YouTube. From the number of active smartphone users and the evolution and expansion of internet networks to the emergence of Generation Z, the paradigm in Social Media has been changing with a new focus on videocentric content all over the world. Therefore, the museum also needs to develop ways to enter social video platforms such as YouTube and utilize online communication channels. A review and analysis of existing domestic and international literature on this topic found research on social media for museums, applications of YouTube in similar fields as well as content strategy for the platform; however, research on the utilization of YouTube Channel and Contents of Museums were not found. Thus, ten overseas museums and six Korean museums which have shown meaningful activities in this field were selected for this study, which was taken from a total of 125 museums including the above-cited list of 100 museum YouTube channels and an additional 25 museums selected by the researcher. The data, contents, and features of 16 museum YouTube channels were analyzed in a case study; then, the researcher set ten evaluation criteria and used them as an analysis framework. Based on the results, the following offers suggestions as to how best use the Museum YouTube channel. 1) Identifying the exact needs and information that viewers want. 2) Providing continuous contents and trust. 3) Museum professionalism and educational content. 4) Content planning and production according to the nature and target of YouTube. 5) Offering various formats and languages and expanding an appreciation of these formats and languages. Museums should realize what are their unique specialties are, reflect global trends and issues sensitively, and adopt an approach as main agents of the future to expand the foundation of cultural democracy through an audience-friendly perspective and strategy.