서예 소셜 미디어 콘텐츠 특징분류기준 pool추출에 관한 탐색적 연구-유튜브(YouTube) 동영상 대상으로 Delphi 분석을 중심으로-

초록

Personal branding refers to the strategic process by which individuals express their physical, mental, and technical strengths to build a distinctive image that sets them differently from others and generates income. For calligraphy creators, social media platforms such as YouTube and Instagram can be highly effective tools for personal branding as independent artists. To maximize positive viewer responses, implement personal marketing, and increase revenue, it is essential to identify the characteristics of calligraphy-related video content that should be exposed on platforms like YouTube. To achieve this, a systematic classification of calligraphy video content based on various criteria must first be conducted. The purpose of this study is to extract classification criteria for calligraphy video content. Through this, a pool of calligraphy video content classification criteria is formed. While classification standards for video content have been explored in other artistic fields, there remains a white space in research specifically focused on calligraphy-related content classfication. If this study achieves its goal, it will provide practical support for calligraphy creators to develop and implement effective content strategies and tactics as one-person creators. Academically, it will offer exploratory research findings on online calligraphy creatia which are not relatively underexplored in traditional calligraphy studies. Future research could use the extracted classification criteria as independent variables and performance index such as view counts as dependent variables to analyze causal relationships. This would allow for the identification of the relative importance of each criterion on viewership. Additionally, it could contribute to establishing a foundation for quantitative calligraphy research based on big data. This study applied the traditional Delphi method over three rounds, involving calligraphy and seal engraving creators as well as big data experts, to extract factors influencing the performance of calligraphy YouTube video content (e.g., number of subscribers, views, likes). As a result, 49 sub-categories were extracted under five major classification categories: - Pre-view Exposure Information: Includes external factors that encourage viewers to click, such as thumbnails, titles, view counts, and upload timing. - Filming and Editing Environment: Comprises physical and technical elements that enhance visual appeal and communication, such as subtitles, background music, and screen composition. - Historical Context: Reflects the historical background of calligraphy, including periods in Korea and China. - Creator-related Elements: Includes criteria that represent the personal and artistic characteristics of the creator including reputation and physical attractiveness.

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