한류의 지속 방안을 위한 인문학적 성찰

Abstract

본 연구는 한류의 지속·확산·심화를 위한 인문학적 성찰을 목적으로 하고 있다. 한류는 초문화화(transculturation)현상의 일환으로, 한국문화콘텐츠라는 공분모를 기반으로 하여 해당 지역에 따라서 매우 다양하고 개별적인 현상으로 전개되고 있다. 따라서 한류의 지속뿐만 아니라 확산과 심화를 기획하기 위한 우리의 준비는 체계적이고 전략적으로 이루어져야 한다. 본 연구는 그러한 전략을 인문학적 관점에서 다섯 가지로 제안하고 있다. 첫째, 국내 대중문화 콘텐츠 생산 인프라를 확충해야 한다. 둘째, 초문화화 현상에 적극 대응하기 위한 전략이 마련되어야 한다. 먼저 문화할인율(culture discount)을 극소화할 수 있는 구체적인 방안으로 1) ODA(official development assistance) 등의 활성화, 2) 프로그램 포맷(program format) 방식을 적극 개발·활용, 3) 해당국과의 대등한 파트너십을 바탕으로 한 공동제작, 기술공유, 인적교류, 합작투자 등의 다양한 전지구적 지역화(global-localization) 마케팅 전략이 요구된다. 셋째, 콘텐츠별로 선별적이고 탄력적인 전략 운용이 요구된다. 세계 시장에서 가장 경쟁력 있는 콘텐츠를 주도 콘텐츠로 집중 육성하고, 이것을 중심으로 multi use할 수 있는 방안을 모색하는 것이 현실적인 전략이 될 것이다. 넷째, 한류 확산의 권역별 주도 지역에 대한 집중적인 공략이 필요하다. 다섯째, 인류보편에 호소할수 있는 원형탐구와 개발이 지속적으로 전개되어야 한다.

This study aims at self-respecting Hanryu (Korean Wave) humanistically to continue, expand and deepen the Hanryu humanistically. Hanryu is the one form of transcultural phenomena, which is based on the common denominator, Korean cultural contents, expanding into very various and individual phenomenon by the related regions. Therefore we should prepare systematically and strategically to develop, deepen as well as continue the Hanryu. This study proposes five strategies from a humanistic view. First, it is necessary to expand the infrastructure in producing the contents of the domestic popular culture. Reasonable system should be built in the process of planning, producing, and distributing to make Hanryu contents with excellent quality. Above all things it's urgent to draw up a plan to promote human power, and re-educate them systematically. Therefore 1) Learned circles, industrial circles, and organization with the support of government should help each other with mutual assistance. 2) The related courses of universities should educate the students with the specialized object. 3) The efficiency of education is to be maximized with close cooperation of academic, research, and industrial field. Secondly, it's necessary to plan the strategy to correspond positively the transcultural phenomena. The specific plans to minimize the cultural discount are followed. 1) To offer the chance and facility to contact with korean cultural contents, activating ODA (Official Development Assistance). 2) To development and utilize the method of program format. 3) The various marketing strategies of global-localization are needed on the basis of the equal partnership of related nations, for instance joint production, human interchange and joint venture. The strategy has to be chosen, on the assumption what is considered strategically on the specific character, expense of investment, method of exposure, and type of enjoyment. It makes us choose and activate the strategy of global standardization and global localization. The third is to employ the contents discriminately and flexibly. In fact the contents are to be varied, chosen, and focused. Though allowing the present condition of cultivating a market, scale and capacity, all the popular cultural contents are not able to become the leading ones. Then it will be the very practical strategy to bring up the content which is the most competitive in the world as the leading one and search the plan to utilize that content as one source multi use. Fourthly, it's necessary to capture the leading region where the Hanryu is expanding. According to the present condition of expanding Hanryu, the strategy of localization is needed, which reflects the regional character. Accordingly the strategy of localization by the region is also required to secure the scale of market. Besides reflecting the region of Hanryu is expanding, the marketing strategy for export should be promoted, considering the cultural characters. And it is essential to magnify the base of the cultural contents through the media on the wide area like Hongkong Star TV. The last thing is to search and develop the original form to appeal the human race universally. As when the original form of the universal culture, which is common to human beings, is searched, and the discussion on developing contents goes on actively, the contents can continue for a long time and be advanced freely to appel the universality regardless of the region.