인터넷 밈을 활용한 브랜드 마케팅 비평 - 후기구조주의 관점을 중심으로 -

초록

Generation Z, the first digital native, share emotions Interactively through the internet community and social media. They also tend to share a bond by consuming the same contents. Memes, which are regarded as ‘play’ by Generation Z contain various interpretations. Due to the fact that it has the characteristic of spontaneously creating and spreading, memes are considered as an attractive marketing requisite to promote companies and brands. Therefore critique of meme marketing is required from various perspectives to utilise. In order to interpret memes, the discourse of post-structuralism is quoted such as ‘De la Grammatologie’ and ‘The Death of the Author’. Effectual meme marketing should be planned in consideration of ‘timeliness’, ‘creativity’, and ‘interaction’. To utilise the characteristics of memes to enhance brand value, an understanding of their culture has to be preceded. In addition, striving to follow the fluctuant trend and cycle through the ‘fast lifecycle strategy’ needs to be accompanied. Brands should break away from the ‘structure’ of the established system and participate in ‘play’ with the same rules as content consumers. It is expected that this study will diversify the evaluation criteria for meme marketing and lead to various discussions that could maximize marketing efficiency.

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