Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Preference Factors of the Korean MZ Generation vis-à-vis the Online Programs of Museums Abroad

비대면 시대 해외 뮤지엄의 온라인 프로그램에 대한 한국 MZ 세대의 선호요인 연구

  • Kwak, Song-Bi (Dept. of Arts & Cultural Management, Hongik University) ;
  • Kwon, Cheeyun (Arts & Cultural Management, Hongik University)
  • 곽송비 (홍익대학교 문화예술경영대학원) ;
  • 권지연 (홍익대학교 문화예술경영대학원)
  • Received : 2022.02.01
  • Accepted : 2022.04.20
  • Published : 2022.04.28
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Abstract

This study aims to analyze the preference factors of the Korean MZ generation with regards to the online programs developed by museums abroad during the COVID-19 pandemic. World renown museums such as the British Museum, the National Gallery of London, Van Gogh Museum, J. Paul Getty Museum, Hasting Contemporary, Uffizi Gallery, and the Guggenheim Museum tackled the social-distancing situation with various creative online programs and events to continue their role as socially relevant institutions. Ten acclaimed programs conducted by these museums were shown to the Korean MZ generation, the most digitally savvy and frequent visitors to museums, to extract their responses to the various types of programs. The study showed that the Korean MZ generation prefer online programs which most closely reflect the onsite experience of a museum, and online contents with educational elements.

본 연구는 COVID-19 팬데믹 여파로 생활 속 거리 두기 상황 속에서 해외 미술관들이 고안해낸 여러 비대면 프로그램들에 대한 한국 MZ 세대의 반응과 선호요인을 분석하고자 한다. 대영 박물관을 비롯하여 내셔널갤러리, 폴 게티 미술관, 반 고흐 미술관, 우피치 미술관, 헤이스팅스 컨템포러리, 구겐하임 미술관 등은 창의적이고 시사적인 온라인 프로그램을 통해 폐관기간 동안에도 박물관의 사회적 역할을 이어나가고자 했다. 많은 접속자와 호응으로 주목받은 10개의 프로그램들을 선정하여, 국내에서 뮤지엄 관람이 가장 빈번하고 디지털 활용도가 높은 MZ 세대를 중심으로 설문조사를 실시하여 앞으로 우리나라가 강구해야 할 온라인 프로그램 개발에 방향을 제시하고자 한다. 연구 결과, 기술이 접목된 비대면 관람 방식이 실제 뮤지엄 공간에서 관람하는 느낌을 최대한 구현하는지와, 온라인 전시 콘텐츠에 교육적인 내용이 포함된 것을 선호함을 보여주었다.

Keywords

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