팟캐스트 미디어에 나타난 패션 지식재산권 담론에 관한 탐색적 연구 - Fashionably IP의 텍스트마이닝과 내용 분석을 중심으로 -

This study investigates how fashion intellectual property (IP) discourse has been represented and disseminated through podcasts as a medium of cultural communication. Specifically, it analyzes 40 episodes of the podcast Fashionably IP, produced by the European IP law firm HGF between 2022 and August 2025. Using a combined methodology of Leximancer-based text mining and qualitative content analysis, it identifies three key thematic axes in the discourse: trademark protection, legal applicability of design and copyright, and cultural and legal significance of brand identity. First, trademarks are closely linked to brand identity and are repeatedly highlighted through cases involving counterfeits and registration disputes. Second, design rights are influenced by the hybrid nature of fashion design, which combines utility and artistic expression. Third, the branding concept is interpreted beyond its legal function, serving as a narrative resource that reinforces the ethical legitimacy of creators’ rights within consumer culture. The study elucidates the diffusion of legal awareness through cultural communication, demonstrating how legal discourse extends beyond institutional frameworks to social empathy and ethical reflection. Ultimately, it provides a new framework for interpreting fashion copyright and design rights in the digital era, emphasizing how cultural communication channels such as podcasts can democratize legal knowledge and raise public awareness of creators’ rights.