디지털융복합연구 (Journal of Digital Convergence)

  • 제14권10호
  • /
  • Pages.119-128
  • /
  • 2016
  • /
  • 2713-6434(pISSN)
  • /
  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
권호 표지
DOI QR코드

DOI QR Code

그레마스 행위소 모델을 통해 본 기업의 CSR스토리텔링 전략-현대자동차 CSR홈페이지를 중심으로

Strategy of CSR Storytelling with the application of Greimas Actantial Model -focusing on Hyundai Motor Company's CSR website

  • 홍숙영 (한세대학교, 미디어영상학부)
  • 투고 : 2016.07.26
  • 심사 : 2016.10.20
  • 발행 : 2016.10.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 현대자동차의 CSR홈페이지를 중심으로 스토리텔링을 분석하여 CSR스토리 전략을 파악하고자 하였다. CSR홈페이지의 설계에 있어 양방향성, 이용편이성, 최신성, 정보성을 기준으로 분석한 결과 양방향 대화 기능은 미흡하였으며 기업의 활동에 고객의 참여를 유도하거나 고객과 함께 스토리텔링하는 경우가 드문 것으로 나타났다. 또한 자료의 업데이트가 잘 되지 않고 있어 최신성의 기준을 따르지 못하고 있었으나 공유 기능을 갖추고 있어 정보의 확산을 위한 기능은 확보하고 있었다. 그레마스 행위소 모델을 이용하여 내용을 분석한 결과 기업의 사회공헌활동에 관한 뉴스에서 기업은 진정성, 일관성, 유연성의 전략을 보여 주고 있는 것으로 나타났다. CSR스토리텔링에서 기업은 가급적 조력자의 역할을 담당하고 활동의 주체로 임직원, 시민단체, 청년을 비롯한 새로운 인물을 내세우는 것이 바람직하다. 또한 기업은 새로운 가치에 대해 전략적 스토리텔링을 수립하여 시대적 요구에 부응하는 체계적인 사회공헌 활동을 펼쳐야 한다.

This study is designed with an intention to understand CSR story strategies that the corporates use, focusing on analyzing the method of composition of Hyundai Motor Company's CSR website stories. When analyzing based on interactivity, ease of use, newest, and informativity, interactive dialogue feature was mostly lacking. It is not the most up-to-date data and lacks the newest. However, as sharing information feature was presented, information spread quickly. When applying Greimas' Actantial Model into the 'CSR News' that conveys the news about corporate philanthropic activities, it turned out that the CSR strategies were authenticity, consistency and flexibility. When doing CSR storytelling, a corporate should not only use pre-existing executives and staff members but should use new icons including civic organizations and the youth if possible, and perform its role as a supporter. At the same time, a corporate must build strategical storytelling to the new values and engage in systematic corporate philanthropic activities that meets the need of the time period.

키워드

참고문헌

  1. Suzy Bashford, "The Art and Science of Storytelling", Marketing, pp.1-4, 2014,
  2. J. K. Kim, J. H. Kim, "A Study about the Cause Related Marketing", Korean Journal of Journalism & Communication Studies, Special Vol. 45, pp.5-40, 2001.
  3. Shaw Gordon, Robert Brown, Philip Bromiley, "Strategic stories: How 3M is rewriting business planning.", Harvard business review, Vol 76, pp.41-42. 1998,
  4. Howard R.. Bowen, "Social responsibilities of the businessman." University of Iowa Press, 2013.
  5. Archie B. Caroll, "A three-dimensional conceptual model of corporate performance", Academy of management review, Vol. 4. No. 4, pp.497-505, 1979. https://doi.org/10.5465/amr.1979.4498296
  6. Archie B. Caroll, "The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders", Business horizons, Vol. 34, No. 4, pp.19-48. 1991, https://doi.org/10.1016/0007-6813(91)90003-E
  7. Mark S. Schwartz, Archie B. Caroll, "Corporate social responsibility: A three-domain approach", Business ethics quarterly, Vol. 13. No. 4, pp.503-530, 2003. https://doi.org/10.5840/beq200313435
  8. http://www.oecd.org/corporate/mne/corporaterespo nsibilityfrequentlyaskedquestions.htm (August 10, 2016)
  9. http://www.tuv.com/media/india/informationcenter_1/systems/Corporate_Social_Responsibility (August 10, 2016)
  10. Wayne Visser, Dirk Matten, Pohl Manfred, Nick Tolhurst, "The A to Z of Corporate Social Responsibility", Jaeseungbook, 2009.
  11. S. G. Kim, "The Study on the CSR -Focused on LG Electronics-", Journal of digital convergence, Vol. 14, No. 6, pp.69-83, 2016.
  12. S. H. Lee, J. H. Do, S. B. Han, J. M. Kang, "Effects of corporate social activities on purchase intention and corporate image-the mediating role of consumer's emotion", Journal of digital convergence, Vol. 9, No. 2, pp.89-100, 2011.
  13. D. W. Min, "The Influences of Charity and Negative Perception of Production on Purchase Intent toward Luxury brand: Focusing on the Mediating Effect of Guilt Reduction", Journal of digital convergence, Vol. 14, No. 6, pp.85-91, 2016. https://doi.org/10.14400/JDC.2016.14.6.85
  14. Kellie Mcelhaney,. "A strategic approach to corporate social responsibility", Leader to Leader Vol. 52. No. 1, pp.30-36. 2009.
  15. K. H. Yim, Y. J. John, "A study on influencing brand marketing of corporate image brand image and purchase intention", Journal of digital convergence, Vol. 3, No. 7, pp.75-82, 2009.
  16. Y. H. Lee, I. H. Choi, J. Y. Yum, S. H. Jeong, "Effects of Narrative and Visual Persuasion Strategies in CSR Messages", Speech & Communication, Vol. 22, pp. 66-100. 2013.
  17. S. B. Ahn, "A Study on the Storytelling of Amore Pacific Brand Site -Through Applying "Minimum Narrative" Theory and Script Theory, Journal of Cross-Cultural Studies, Vol. 23, pp.191-214, 2011. https://doi.org/10.21049/ccs.2011.23..191
  18. C. H. Kim, "The effect of brand story type on consumer's attitude toward brand : Focused on the FCB Grid model", Korean journal of advertising, Vol 22. No 2, pp.153-176. 2011.
  19. J. E. Lee, "A Study on the Influence of Brand Story Types on Customer Relationships", Journal of CEO and Management Studies, Vol. 15, No. 2, pp.195-221. 2012.
  20. J. S. Lee, "Agriculture Product Brand Storytelling Marketing", Journal of Business and Economics, Vol. 34, No. 2, pp.25-51. 2012.
  21. S. Y. Hong, S. H. Cho, "The Structure and the Effect of Crisis Storytelling", Journal of the Korea contents association, Vol. 14, No. 12, pp.683-693. 2014. https://doi.org/10.5392/JKCA.2014.14.12.683
  22. David M. Boje, Farzad R Khan, "Story-branding by empire entrepreneurs: Nike, child labour, and Pakistan's soccer ball industry", Journal of Small Business & Entrepreneurship, Vol. 22, No. 1, pp.9-24. 2009. https://doi.org/10.1080/08276331.2009.10593439
  23. Michael Lounsbury, Mary Ann Glynn, "Cultural entrepreneurship : Stories, legitimacy, and the acquisition of re-sources", Strategic Management Journal, Vol. 22, pp.545-564. 2001. https://doi.org/10.1002/smj.188
  24. S. K. Baik, J. H. Kwon, C. H. Han, "Semiotic Study on Culture Codes - Focusing on Storytelling in Video Content ", Humanities Contents, Vol. 24, pp.149-176. 2012.
  25. H. I. Joo, "Does Disney's Frozen offer a subversive feminine gender representation? : Discussion based on Greimas's semiotic analysis", Korean Journal of Communication & Information, Vol. 76, pp.7-30. 2016.
  26. Algirdas Julien Greimas, "Semantique structurale". Paris, PUF, 1986.
  27. S. D. Kim, "From struture to Emotions", Korea University, 2002.
  28. Eugenie Briot, Christel De Lassus, "La figure de l''entrepreneur fondateur dans le recit de marque et la construction de la personnalite de la marque de luxe", Management international, Vol. 17, No. 3, pp.49-64. 2013, https://doi.org/10.7202/1018266ar
  29. C. S. Cho, "A Study on the Webpage Contents of Public Libraries in Seoul", Journal of the Korean Biblia Society For Library And Information Science, Vol. 12, No. 2, pp.105-124. 2001.
  30. K. H. Park, "A Study on the Factory of Design Influencing Purchase Decision-making Factors at Social Commerce Sites", Journal of digital convergence, Vol. 10, No 9, pp.101-110, 2010. https://doi.org/10.14400/JDPM.2012.10.9.101
  31. Roger Fowler, "Language in the News: Discourse and Ideology in the Press", Routledge, 2013.
  32. C. G. Kim, M. R. Kim, "Development directions of voluntarism in University students", Journal of the Korea Convergence Society, Vol. 2, No. 2, pp.57-65, 2011.
  33. G. W. Seo, Y. J. Jin. "The Influence of the CSR Type on Corporate Reputation, Social Connectedness, and Purchase Intention: An Empirical Study of University Students", Korean journal of advertising. Vol. 19, No. 4, pp.149-163. 2008.
  34. Y. I. Kim, Y. C. Choe, Y. J. Choi, "A study on the Convergence Factors Which Influence on the Sustainability of Volunteer Activities-Focused on Ansan Volunteer Center-", Journal of digital convergence, Vol. 13, No. 10, pp.41-50, 2015.
  35. J. Y. Jo, "Power of SNS Authenticity on Company Reputation", Journal of digital convergence, Vol. 13, No. 2, pp.73-81, 2015. https://doi.org/10.14400/JDC.2015.13.2.73
  36. Mark R. Kraner, "Creating shared value", Harvard Business Review, Vol. 89, No 1, pp.62-77, 2011.