다국적 기업의 현지화 광고 제작 과정에서 나타난 체육계 전문가의 문화 매개 경험

Abstract

The purpose of this study is to examine how Nike, the main body of global media, and the autonomy of local Sports Professionals in the production of glocalized advertisements for multinational companies, are balanced, and to explore the role and limitations of sports workers as cultural intermediaries. The study's findings are listed below. First, the study participants participated in the production of glocalization advertisements for Nike, a multinational corporation, from an outsider called a sports expert to an insider called a cultural intermediaries. Second, Participants in the study were found to carry out cultural mediation activities such as changing sports, simplifying physical activities, and sharing data to actively reproduce the sports culture as cultural intermediaries, and trying to project the essence of sports into glocalization advertisements. They also attempted to project the essence of sports into glocalization advertisements. Third, it was noted that study participants felt left out from cultural mediation activities because of their ability to participate as cultural intermediaries was limited by multinational corporations.