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A Study on Development and Utilization of Brand Webtoon for Public Relations of Archives: focused on the National Archives of Korea

  • Journal of Korean Society of Archives and Records Management
  • Abbr : JRMASK
  • 2017, 17(1), pp.245~273
  • DOI : 10.14404/JKSARM.2017.17.1.245
  • Publisher : Korean Society of Archives and Records Management
  • Research Area : Interdisciplinary Studies > Library and Information Science > Archival Studies / Conservation
  • Published : February 28, 2017

최민희 1,  KIM TAE YOUNG 1,  Hyo-Jung Oh 1,  Yong Kim 1

1전북대학교

Accredited

ABSTRACT

To complement the limitations of the public relations method performed currently in archives and serve various users, a new approach to public relations are needed. Recently, as the size of the webtoon market has expanded, public relations using webtoons continues to heighten in enterprises and public institutions. Therefore, this study proposed a method for public relations using brand webtoon as a means of promoting the archives. This study was focused on the National Archives of Korea. Thus, based on the analysis of roles, service, contents, and users of the National Archives of Korea, this study suggested production plans to increase the promotional effect in brand webtoons and strategies such as viral marketing, the brand story strategy, and the one-source, multi-use (OSMU) strategy.

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This paper was written with support from the National Research Foundation of Korea.
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