방송콘텐츠 분석을 통한 한국 버라이어티 프로그램의 브랜드 아이덴티티(BI)에 대한 담론 -MBC 버라이어티 프로그램 <무한도전>을 중심으로-

Abstract

Korean broadcasting contents market's main contents is drama. By the way, Recently, variety program is noted newly in broadcasting contents market. Because various age group can watch together variety program, it Has a wide consumption market, and advantage that production cost is inexpensive than drama. Variety program of these day taking a serious view reality, and have pastime and sensitivity. To variety program receives interest to viewers continuously like now, brand identity should be constructed. Because program that brand identity is constructed can have clout socially and extend life for a long time. To variety program constructs brand identity, variety program must develop unique format continually, and construct inseverable communication with viewers. And first of all, have included really inside program and must be able to have guided sympathy from people.