한글을 활용한 도시 브랜드화 방안 연구

Abstract

현대에 들어서 문화는 산업에 적극적으로 활용하면서 다양한 접근을 시도하고 있다. 특히 문화의 다양성이 보편화 되면서 향유자를 위한 문화예술의 활성화를 지원하고 삶의 질을 향상하기 위한 노력을 하고 있다. 한편 보다 나은 환경을 찾아 이동하는 현상을 감안하여 도시 브랜드의 필요성이 새롭게 떠오르고 있다. 본 연구는 도시 브랜드 사업 중에서 한글을 사례로 선정하여 한글의 가치와 유용성에 대해 분석하고, 도시 브랜드로써 한글을 활용하기 위한 대책을 연구하고자 하였다. 우선 울산시와 세종시의 한글에 대해 분석한 결과 한글 콘텐츠 활용의 사례는 전반적으로 미흡하였다고 평가할 수 있다. 울산은 ‘한글 도시브랜드의 이미지 및 한글사업’이 미흡한 것으로 나타났다. 기존의 도시 브랜드의 이미지로 고래를 추진한 결과 도시 이미지에 강하게 정착하였으며, 한글 콘텐츠 활용은 인물 중심으로 치중함으로써 부정적인 영향을 미쳤다고 볼 수 있다. 세종시는 여론조사 부족으로 인한 저조한 시민인식 및 한글산업이 미흡한 것으로 나타났다. 주변 지역에서 바라보는 세종시에 대한 이미지는 긍정적인 반면, 세종시 시민들의 이미지는 부정적이다. 또한 한글을 활용한 축제를 진행하고 있으나 도시 브랜드의 이미지가 아직 정착하지 못한 시점이어서 주민들의 신뢰도는 낮은 편이다. 이와 같은 연구결과를 요약하고, 다음과 같은 시사점을 도출하였다. 도시 브랜드의 특성은 정체성 확립에 필요한 정보를 효율적으로 제시한다. 이를 제대로 활용하기 위해서는 문화에 대한 구체적인 연구조사가 필요하며, 구성원 각자가 한글의 필요성을 인식하여야 한다. 또한 도시 브랜드화 방안을 실행하기 위해서는 도시 선정이 명확해야 한다. 어렵게 도시선정을 하더라도 주민과의 갈등문제로 사실상 추진하는데 어려움을 겪게 되므로, 이를 해결하기 위한 방안을 모색해야 한다. 이러한 갈등문제를 해결하는 수단으로 한글을 활용한다. 한글을 문화산업의 확산을 위한 모델로 사용할 경우 긍정적인 효과가 나온다는 점과, 축제의 활용은 지역정체성을 확립하는 중요한 요소임을 인식하여야 한다. 본 연구는 도시 브랜드의 활용 중에서 한글을 제안함으로써 갈등문제를 해결하고, 이에 대한 시사점을 도출할 수 있다.| Culture is fundamentally embedded in all industries, and approaches to bring out and express the underlying culture are being studied throughout. Especially, as the notion of respecting cultural diversity becomes more pervasive, there were many efforts to support the cultural art movement not only as a form of entertainment, but also as a mean to improve the quality of life. Meanwhile, city branding is a newly emerging topic, as the cities are competing to bring in the new, young population who are looking to settle in a high living quality environment. By utilizing the Korean alphabet Hangul as a tool for city branding, the present research is designed to analyze the value and the usefulness of Hangul, and to establish the validity of using Hangul as a tool for city branding. Analysing the use of Hangul in Ulsan City and Sejong City for city branding indicates that there are lack of cases of using Hangeul contents in the two cities. Ulsan's 'Image of Hangul City Brand and Hangul Business’could be evaluated as insufficient. While the whale mascot was firmly settled as the image of the city, the use of Hangul contents apparently exerted a negative influence on the city brand, possibly competing with its focus on the mascot. On the other hand, the lack of promotion in Sejong City gave rise to immature civic awareness and insufficient Hangeul Industry. Sejong citizens seemed to possess a negative image about the city, whereas those in the vicinity of Sejong City considered Sejong City rather positively. In addition, despite several city festivals employing Hangul, Hangul has not been established yet as the image of the city brand, with the low expectations from the residents. According to the research results, the following conclusions and implications could be drawn. The characteristics of the city brand needs to effectively suggest the information necessary to establish the city identity. To use the city brand properly, it is necessary to research and investigate the culture concretely and convince the necessity of Hangul to the members of the society. To do so, a city must be appropriately selected to implement the Hangul branding the city. We also need to figure out ways to resolve possible conflicts with the resident when implementing the city branding. At any rate, Hangul may be used as a mean to resolve those conflicts. It must be recognized that Hangul is used as a model for expanding the cultural business, with definite results, and that the use of Hangul in festivals is an important element which strengthens the local identity. This research demonstrates the possibility of resolving conflicts by utilizing suggesting Hangul as the city brand, along with its implications.; Culture is fundamentally embedded in all industries, and approaches to bring out and express the underlying culture are being studied throughout. Especially, as the notion of respecting cultural diversity becomes more pervasive, there were many efforts to support the cultural art movement not only as a form of entertainment, but also as a mean to improve the quality of life. Meanwhile, city branding is a newly emerging topic, as the cities are competing to bring in the new, young population who are looking to settle in a high living quality environment. By utilizing the Korean alphabet Hangul as a tool for city branding, the present research is designed to analyze the value and the usefulness of Hangul, and to establish the validity of using Hangul as a tool for city branding. Analysing the use of Hangul in Ulsan City and Sejong City for city branding indicates that there are lack of cases of using Hangeul contents in the two cities. Ulsan's 'Image of Hangul City Brand and Hangul Business’could be evaluated as insufficient. While the whale mascot was firmly settled as the image of the city, the use of Hangul contents apparently exerted a negative influence on the city brand, possibly competing with its focus on the mascot. On the other hand, the lack of promotion in Sejong City gave rise to immature civic awareness and insufficient Hangeul Industry. Sejong citizens seemed to possess a negative image about the city, whereas those in the vicinity of Sejong City considered Sejong City rather positively. In addition, despite several city festivals employing Hangul, Hangul has not been established yet as the image of the city brand, with the low expectations from the residents. According to the research results, the following conclusions and implications could be drawn. The characteristics of the city brand needs to effectively suggest the information necessary to establish the city identity. To use the city brand properly, it is necessary to research and investigate the culture concretely and convince the necessity of Hangul to the members of the society. To do so, a city must be appropriately selected to implement the Hangul branding the city. We also need to figure out ways to resolve possible conflicts with the resident when implementing the city branding. At any rate, Hangul may be used as a mean to resolve those conflicts. It must be recognized that Hangul is used as a model for expanding the cultural business, with definite results, and that the use of Hangul in festivals is an important element which strengthens the local identity. This research demonstrates the possibility of resolving conflicts by utilizing suggesting Hangul as the city brand, along with its implications.