로컬콘텐츠 기획자 뿌리내림 과정과 특성

Abstract

This study explores the process of embeddedness and characteristics of local content planners, focusing on Chengdu City in China.
 To achive this, we first examined the contextual differences of local contents planners entering the two countries by referring to the Korean case, and then conducted a theoretical examination of the concept and characteristics of local content creators they create, and embeddedness for closer analysis. Based on this, we selected Caihong Street in Chengdu, Sichuan, China, as the research site and conducted field visits and in-depth interviews with local content planners who are active in the research site.
 As a result, we found that local content planners in the case area entered the area voluntarily due to low rent and the existence of a network of neighbors working in the same field, and that the locality of the area, which is distinct from other areas, is an attractive factor that attracts local contents planners.
 In the early stages of embeddedness, we found that informal networking with residents and building rapport with residents in terms of understanding the local culture and context are important, depending on the specific demand characteristics. The role of local content created in this phase is to express and visualize local 'everydayness', contributing to the formation of psychological attachments as well as physical connections with local residents. On the other hand, the local content created in the closeness stage of embeddedness contributed to the expansion of the creative community by building an organic environment of the local community by linking residents and external actors. However, local brand-oriented local content aimed at enhancing the image of the local area may be weighted more toward economic effects than social and cultural effects, and some public-related local content has a limited role in implementation due to the complexity of regulations and systems.
 This study aims to add meaning to the current debate on the potential of local creators in Korea, which is being actively discussed not only in China but also in Korea, by laying the academic foundation for the direction of policy support for sustainable fostering and support, and for maintaining an ecosystem for self-reliant and long-term activation of local content creators.