문화기술의 융합 (The Journal of the Convergence on Culture Technology)

  • 제9권1호
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  • Pages.595-603
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  • 2023
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  • 2384-0358(pISSN)
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  • 2384-0366(eISSN)
국제문화기술진흥원 (The International Promotion Agency of Culture Technology)
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디지털 플랫폼을 이용한 정책 홍보 내용분석 연구 정부 5개 부처의 유튜브 분석을 중심으로

A Study on the Analysis of Policy PR Content Using Digital Platform - Focusing on YouTube Analysis by Five Government Departments

  • 유현중 (한남대학교 정치언론학과) ;
  • 정현주 (가톨릭관동대학교 광고홍보학과) ;
  • 김운한 (선문대학교 미디어커뮤니케이션학과)
  • 투고 : 2022.11.30
  • 심사 : 2023.01.09
  • 발행 : 2023.01.31
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초록

최근 들어 디지털 플랫폼을 이용해 많은 공공 기관들이 홍보활동을 전개하고 있다. 다양한 이용자들과 정보를 연결하고 공유함으로써 이전에 존재하지 않았던 새로운 가치를 창출할 수 있다는 점에서 디지털 플랫폼을 이용한 소통의 방법은 매우 중요한 의미를 지니고 있다. 이를 위하여 5개 정부 부처의 유튜브 영상을 분석하여 이를 살펴보고자 하였다. 정부부처의 유튜브 분석 결과 주로 정책 홍보의 채널로써 활용하는 경우가 대부분이었으며, 새로운 정보에 대한 채널로써 활용하는 경우가 많았다. 다양한 콘텐츠 제작을 통해 메시지를 전달하고 있으나 소통을 위한 채널로서의 타겟을 명확하지 않고, 목적도 불분명한 경우를 살펴볼 수 있었다. 국민들과의 소통을 위해 명확한 타겟 설정과 목적에 맞는 콘텐츠를 통해 소통을 위한 채널로 활용해야 할 것이다.

Recently, many public institutions have been conducting promotional activities using digital platforms. Communication methods using digital platforms have a very important meaning in that they can create new values that did not exist before by connecting and sharing information with various users. To this end, we tried to analyze YouTube videos of five government ministries and examine them. As a result of YouTube analysis by government ministries, most of them were mainly used as channels for policy promotion, and many were used as channels for new information. Although the message is delivered through the production of various contents, it was possible to look at cases where the target as a channel for communication was not clear and the purpose was unclear. In order to communicate with the people, it should be used as a channel for communication through content suitable for clear target setting and purpose.

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