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An Analysis of Activities Conducted for Creating Shared Value in accordance with the Participatory Public Art Types of Businesses

  • Journal of Communication Design
  • Abbr : JCD
  • 2018, 65(), pp.237-252
  • DOI : 10.25111/jcd.2018.65.18
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : August 31, 2018
  • Accepted : October 29, 2018

Hae Lee Yoon 1 Jung Jungho 1 Kim Chul woo 1 Lee Ku Yong 2 Ryu Jae Han 1

1전남대학교
2전남대학교 미술학과 교수

Accredited

ABSTRACT

Recently, businesses have overcome the limitations of corporate social responsibility(CSR) and are searching for methods for creating shared value(CSV) in order to realize continuous co-prosperous value. In particular, the corporate creation of shared value utilizing public art in the culture and arts field needs, not a simple aesthetic point of view, but concrete alternatives that allow socio-economic shared value to be created together with the public. At this, the present study attempts to present action plans for creating shared value(CSV) for businesses utilizing participatory public art in which citizens can autonomously take part in. It made value propositions through concept analysis conducted using desk research, type classification made using precedent research, and analyses of well advanced cases from large corporations home and abroad by each type. Analysis results led to the ① expanded development of programs utilizing local culture, ② the construction of a sustainable communication platform, and ③ the construction of a cooperation system for various interested parties including businesses, local governments, and citizens. Hopefully, this study will be applied as base material that can create continuous shared value through the autonomous participation of the people and expectations are made toward the development and vitalization of art and culture support.

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