실패사례 분석을 통한 문화콘텐츠 세계화 방법론 연구

Abstract

The purpose of this study is to develop a strategy for globalization of Korean culture content as an effective way to enter into the global market. The case study on the pan-Asian co-production project, Origami Warriors, by major Asian corporates from Korea, Japan, Hong Kong, Taiwan and China including Shanghai Media Group shows the problem of risk minimizing-profit maximizing project structure oriented approach of globalization, while the musical Dancing Shadow, which was aimed to be a global masterpiece by eliminating the Korean cultural elements from original Korean play - Forest Fire, proves the problem of pursuing the global appeal only by global universality. For the effective globalization of culture content, it is not the matter of choice between the project structure and content itself, or between the uniqueness and universality of culture. The glocalization approach is useful in that, it accepts the convergence and co-existence of unique local culture and global universal culture in the process of globalization of local culture, 4 conditions should be satisfied for the local culture to be globally accepted content, which are 1) Differentiation against the competition based upon surface structure with story materials and visual image, 2)Generalization of core value for universal appeal in the global market, 3) Sophisticated storytelling for the glocal identity of content, 4) Stabilized project structure with risk management and profit maximization.