관계적 명성의 활용 : 실내악 연주회에 의한 연주 전문가 집단의 명성의 활용 방법

This study examines the effect of selective strategies using reputations of musicians in chamber music concerts to attract more attention from mass media. The value and usefulness of reputation have been discussed widely in various fields which are dealing with economic phenomena. For examples, in Economics, company’s reputation was regarded to have great influences on the choice of experience good through market signaling process, and reputation has been considered as strategic asset to give organizationalaction legitimacy in Strategic Management. These approaches contributed to clarify the value and use of reputation; however, there has been a little concern about practical strategy to use reputation, relatively. Previously studies on reputation limits its understanding of value and use of reputation in two ways. First, they assume that reputation can only be created by continuous economic behavior except the possibility of temporal organization or event to manipulate the reputation. On the other hands, it is possible for temporal organization to get reputation and to use it. This indicates that they can borrow the reputation temporarily without building reputation by themselves. Second, if reputation is assumed to be monopolistic asset of economic actor, it is solely estimated by how much reputation they have. In reality, there is an organization which utilizes same reputation more effectively through strategic action. It is said that reputation should be considered by not only level of reputation but also its structural factors to utilize. In this research, I assume economic actors can use not only their own reputation but also logically related reputation of others as market signal to legitimate their behavior. I call these kinds of reputation as ‘relational reputation.’ Relational reputation can also be utilized by others who are socially connected to focal actor who actually built the reputation. In this case, social resource such as relations and social positions is the leverage to bring those reputations from others. In this research, I examine how this leveraging process of using these relational reputation by economic actor could be utilized for strategic reason. We empirically test our argument with an original dataset of chamber music concerts at 2003 in Korea. We examine the causal relation that chamber music concerts are chosen selectively by mass media through strategic reasons. The supply of classical music concerts in Korea has been always abundant since 2000. Moreover, local governments and business enterprises of Korea have competitively constructed concert halls of various sizes since the late 1990s. However, like most other countries, classical music in Korea has recently faced difficulties in attracting the masses to concert halls. Due to the oversupply problem, while player would have more chance to play and try diverse repertoire, audience did not grow enough to fill all these concerts. Underdeveloped consumer side of chamber music concerts is caused by the characteristics of classic industry which is one of high culture cultivated through long-time education or learning, and of temporal performance. Unlike Pop-culture, classic is learning-based enter- tainment tospend more time and effort to enjoy the qualitative value. While classic record industry is able to overcome the time and spatial limit, chamber music concert can not reproduce the same performance for other audiences exceptone at the concert hall. Furthermore, chamber music concerts are mostly organized for temporary occasion without much name value compared to orchestra. Therefore chamber music concert has certain limit to build reputation by repetitive performance with exact same players and is hard to be exposed to mass media with their past record which is of their owns. The chamber music group is not a stable organization rather temporal and project-based group, so the performance of concert is not easily expected. Due to the short-term period of performance, it has a less chance to build their own reputation during the performance. In addition, there is also the information asymmetry between players or organizer of concert and audience or mass media, so the result of concert is highly uncertain to verify by audience or mass in advance. We predict that the amount of attention that a chamber music concert receives from mass media will be affected by the supplier’s strategies that utilize the direct reputation of musicians who actually play in the concert, indirect reputation transmitted from the reputation of other musicians who have network ties with its performing musicians. These two strategies will play key role to prove the quality of concerts. According to the results of our empirical analysis of 412 chamber music concerts in Korea, all of the hypotheses were strongly supported. In short, direct reputation of musicians who actually play in the concert has significant influence on verifying the quality of concert, and indirect reputation transmitted from the reputation of other musicians who have network ties with its performing musicians also has advantages to prove their high quality in disregarding direct reputation effect. These two factors will increase significantly the possibility of concert to be exposed to mass media. In addition the higher deviation of reputation of musicians, more positive effects on the result.