한국의 사회비판적 콘텐츠 이용은 국가브랜드 이미지에 어떠한 영향을 주는가?: 외국인 심층 인터뷰를 중심으로

초록

Recently, Korean media contents has been gaining tremendous popularity in various countries. Meanwhile, many of these contents are dystopian contents that openly reveal the negative aspects of Korean society and try to accuse the society. This study focused on how the success of dystopian contents affects Korea's national brand and image. To this end, interviews were conducted with foreigners who had watched Korean dystopian contents before. As a result of the interview, dystopian contents did not negatively affect Korea's national brand and image. Rather, it had some positive effects, such as showing the excellence of the Korean film industry. In addition, it was possible to understand that the influences of contents varied depending on the prior knowledge and experience about Korea of the interviewees. This study has implications that it was possible to grasp the influence of dystopian content. Through this, it was concluded that Korea should establish the national brand as a country with powerful cultural contents by focusing on the quality of the contents, not on how much negative aspects were included in the contents. In addition, it was possible to suggest policies that continuously provide direct or indirect information about Korea for the success of the contents.

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