향토자원 산업화를 위한 문화콘텐츠 개발 요소 광양 홍쌍리청매실농원의 문화콘텐츠 요소 분석
A Study of Element Analysis on Cultural-Contents Development Using the Traditional Local Resources to Industrialization - In case of the plum farm, Hong Ssang Ri's Cheong maesil at Gwangyang
0
조회
0
다운로드
5
인용
0
참고문헌
키워드
초록
This paper analyzes the development elements of rural cultural contents that have contributed to the success of Hong Ssang Ri's Cheong Maesil Plum Farm in Gwangyang. At the farm, cultural events have been held in the form of festivals, tours, experience programs and exhibitions. Specifically, Hong Ssang Ri, who is the founder of the farm and a master of traditional food using plums as a main ingredient, tells her stories of how she developed the maesil plum into a traditional local resource through a book, a photo album, exhibits, description boards and others. The analysis methods used in this study are the narrative theory of narrative structure (express substance, express form, content substance, content form) and narrating elements (addresser, addressee, narrative, and narrating method). Hong Ssang Ri has narrated her stories to mothers, farmers, and unhealthy individuals to share her experiences, knowledge, feelings and thoughts. These narrative contents make people to understand the plum's value and meaning. In the process of industrializing the plum, the cultural contents of stories to share with consumers have contributed to the promotion of the plum by storytelling the brand ‘Hong Ssang Ri’ and the region ‘Gwangyang’.
Abstract
This paper analyzes the development elements of rural cultural contents that have contributed to the success of Hong Ssang Ri's Cheong Maesil Plum Farm in Gwangyang. At the farm, cultural events have been held in the form of festivals, tours, experience programs and exhibitions. Specifically, Hong Ssang Ri, who is the founder of the farm and a master of traditional food using plums as a main ingredient, tells her stories of how she developed the maesil plum into a traditional local resource through a book, a photo album, exhibits, description boards and others. The analysis methods used in this study are the narrative theory of narrative structure (express substance, express form, content substance, content form) and narrating elements (addresser, addressee, narrative, and narrating method). Hong Ssang Ri has narrated her stories to mothers, farmers, and unhealthy individuals to share her experiences, knowledge, feelings and thoughts. These narrative contents make people to understand the plum's value and meaning. In the process of industrializing the plum, the cultural contents of stories to share with consumers have contributed to the promotion of the plum by storytelling the brand ‘Hong Ssang Ri’ and the region ‘Gwangyang’.
참고문헌 (28)
- 지역발전을 위한 향토자원의 개발 및 활용방안, "김현호", 한국지방행정연구원, ~ (2004)
- 김훈철, "브랜드 스토리텔링의 기술-강력한 브랜드는 스토리가 만든다" (2008), 멘트로
- 남치호, "문화자원과 지역정책" (2007), 대왕사
- 지역 어메니티 자원을 활용한 향토산업 사례 분석, "농촌진흥청", 농촌진흥청, ~ (2006)
- 향토자원 산업화를 위한 추진체계 및 전략수립에 관한 연구, "농촌진흥청", 농촌진흥청, ~ (2007)
- 류정아, "지역문화콘텐츠 개발의 이론과 실제 - 축제를 중심으로 -", 인문콘텐츠, (8), pp.39~57 (2006), 인문콘텐츠학회
- 박덕병, "농촌의 내생적 발전을 위한 전통지식 개발전략", 농촌사회, 13(2), pp.161~205 (2003), 한국농촌사회학회
- 박성용, "향토산업의 성공전략에 관한 연구 - 안동？영주지역을 사례로", 지방행정연구, 20(2), pp.101~134 (2006), 한국지방행정연구원
- 배영동, "향토자원의 활용을 위한 시스템 구축과 정책 방향", 전통지식기술 활용 심포지엄 전통지식기술의 향토자원화 방안 자료집 (2006)
- 안형순, "지역자원의 향토산업화 과정 및 참여주체별 역할에 대한 사례연구 - 담양대나무신산업과 광양매실산업을 중심으로 -", 도시행정학보, 20(1), pp.61~80 (2007), 한국도시행정학회
- 안옥선, "향토자원을 활용한 산업화 유형별 성공요인 분석- 마케팅 전략을 중심으로 -", 농촌사회, 17(2), pp.225~267 (2007), 한국농촌사회학회
- 윤유석, "역사문화자원의 소통과 스토리텔링 방안", 박사, pp.2010
- 임경수, "지역혁신과 지역경제 활성화 방안 - 향토자원개발을 중심으로", 한국지역경제연구, 8, pp.3~34 (2006)
- 조창희, "지역문화콘텐츠와 지역산업 개발", 인문콘텐츠, (8), pp.59~82 (2006), 인문콘텐츠학회
- 차동욱, "농촌지역 문화 콘텐츠개발을 통한 지역마케팅에 관한 연구- 김제 지평선 축제 프로그램을 중심으로 -", 농촌사회, 16(1), pp.239~268 (2006), 한국농촌사회학회
- 최인호, "스토리텔링을 활용한 장소마케팅에 관한 탐색적 연구", 관광학연구, 32(4), pp.411~429 (2008), 한국관광학회
- 한석진, "브랜드 스토리텔링을 이용한 효과적인 통합 마케팅 커뮤니케이션(IMC) 전략", 석사, pp.2009
- 홍쌍리, "밥상이 약상이라 했제!" (2008), 청년사
- 황종훈, "향토자원의 상품 개발 방안", 한국유통학회 추계학술대회 발표논문집, pp.259~272 (2005)
- 황종환, "향토자원을 활용한 농촌발전전략", 한국지역사회생활과학회지, 15(2), pp.205~216 (2004)
- Bell, David, "The creative countryside: Policy and practice in the UK rural cultural economy", Journal of Rural Studies, 26(3), pp.209~218 (2010)
- Cloke, Paul, "Country backwater to virtual village? Rural studies and ‘the cultural turn’", Journal of Rural Studies, 13(4), pp.367~375 (1997)
- Denning, Stephen, "스토리텔링으로 성공하라" (2005), 을유문화사
- Jensen, Rolf, "드림 소사이어티" (1999), 리드리드출판
- Mayes, Robyn, "Doing cultural work: Local postcard production and place identity in a rural shire", Journal of Rural Studies, 26(1), pp.1~11 (2010)
- O'Neill, Patrick, "담화의 허구-서사 이론 읽기-" (1995), 예림기획
- Phillips, Martin, "Putting together ruralities: towards a symbolic analysis of rurality in the British mass media", Journal of Rural Studies, 17(1), pp.1~27 (2001)
- Prince, Gerald, "서사학이란 무엇인가" (1982), 예림기획