영상분석을 활용한 충청북도의 유튜브 홍보 전략에 관한 연구

Abstract

The purpose of this study is to present a developmental model by analyzing the promotion and production strategies of local governments' YouTube channels. When the 8th popular election was launched, Chungcheongbuk-do, which recorded the ‘number of subscribers’ in the lowest ranks in the country, increased the number of subscribers to 3.5 in about a year, winning the grand prize in the ‘SNS of the Year Award’ part of the local government. The promotion and production strategy for YouTube in Chungcheongbuk-do can provide strategies for operating SNS channels of other local governments. The research method examined the causal relationship between the ‘title outlet and video concept’ of the video, and conducted content analysis to derive promotion and production strategies. As a result of analyzing the title concept (emphasis on the place, highlighting the concept) and the video concept (core person, core place, core concept), it was found that there is a causal relationship of the mutual organic narrative structure. The promotion strategies of YouTube in Chungcheongbuk-do were ① policy promotion, ② tourism promotion, ③ agricultural information, and ④ regional image and channel promotion, and the production strategy was ① familiar characters and ② experience highlights, ③ interest increases, and ④ show platform production. This study is meaningful as a study on YouTube channels of a very few local governments, where the number of subscriptions has increased rapidly in a short period of time, and it is worth using it for future local government YouTube research. However, there is a limit to the inability to conduct research on various factors such as production and editing subjects, content indicators (comments, etc.), and subtitles, so I hope that three-dimensional research will be conducted in subsequent studies.