SNS 텍스트 분석을 통한 디자인 기업 특징 연구-글로벌 디자인 기업 Pentagram을 중심으로-

As the modern society changes into the digital and data era, information is shared, communicated and spread through SNS. The subject and method of this study is to analyze the Instagram text data of Pantagram, a global design firm that is actively communicating through SNS, the examine the direction of the company. Pentagram’s 1 year Instagram uploaded text was the target of analysis, and the conclusion was drawn based on keyword extraction and frequency analysis, centrality analysis, network analysis, and word tree chart analysis using Textom, a data analysis program. As a result of the study, the characteristics of Pentagram design firm is: First, they have the characteristics of innovative firms actively exploring new fields in the design industry. You can see the attitude of actively accepting new fields to keep pace with the changing technological environment and proactively developing the auditory experience beyond the existing visual experience. Second, it shows voluntary design products that actively dealt with social and cultural issues rather than design results produced by client requests, and actively communicates with customers through flexible visual cultural products. Finally, it strategically puts out the expertise of its core professional partners. Rather than simply communicating based on visual results, it presents the image of a reliable design company with the expertise of the partner in charge. This Study is useful as basic data for establishing communication strategies and business strategies for design companies in the future by grasping the characteristics of global design companies, and will present continuous research on the characteristics of design firms.