문화 콘텐츠의 창조,활용 프로세스 특성과 전략적 적용

The purpose of this paper is to derive suggestions to apply the logic of exploration and exploitation of core competence to cultural content strategically through establishing the analysis framework about the process of creating and utilizing content. The creating process for exploring new cultural content is classified into two categories ‘transformation and ‘transmutation’. While the former does not change the fundamental attributes of existing content, the latter alters the existing characteristics through synthesizing over two different components. ‘transformation’ can be seen in the movie ‘Tazza’ (Korean gamblers) produced based on the cartoon ‘Tazza’ while sticking to the original scenario. On the contrary, as the case of ‘transmutation’, the musical ‘Lion King’ can be seen as a creation of integration of multi-source though its synopsis is borrowed from Shakespeare’s Hamlet. This example indicates that incorporating multiple sources of content implicitly is a more effective way to create new content. The way of using cultural content is classified as direct or indirect. The direct use of contents is the ‘expansion’ way which is re-using the original content in the value-added products markets. The velocity of expansion process based on the one source multi-use is accelerated and the range of it is also broadened as the digital technology is developed. Using the exampla of SKT that They extended the usage range of cultural content rapidly by using digital technology. The indirect usage of cultural content is divided into two types, ‘internalization’ and ‘externalization’. The former is incorporates the different values into the original content. PPL(procuct placement), indirect advertisement is one of the representative types of internalization’. In the case of PPL, the indirect exposure is more effective than the direct one. The ‘externalization’ is materialized as character products, theme park, movie tour. etc. When the intangible cultural contents are materialized, from the planning stage it is important to set up clear and broader area of commercialization. Given the above discussion, it can be derived the strategical implication that cultural content should be incorporated with multiple sources from creating process and be multi-used by direct or indirect to achieve more effective result.