• The Journal of the Korea Contents Association
• /
• v.17 no.1
• /
• pp.145-156
• /
• 2017

Mecenat is a company support to cultural and artistic activities. It has developed as not only a patronage of the arts but also a strategic method for a business performance and a company's influence. And mecenat has impacted on customers, interested parties, local communities, and corporate culture. This study analyzes how individual and organizational interests and participation on Mecenat activities affect organizational trust, commitment, and loyalty. As a result of surveys from 438 employees, there would be a pro rata increase in an employee's interest and participation in Mecenat, if organizational interest goes up. The interest also affects trust in organization, organizational commitment, and employee loyalty in a positive method. The result clearly indicates necessity of company's support for cultural and artistic activities and importance of changing company's perspectives. Hence companies would be recognized that supporting Mecenat activities would strengthen organizational culture.

• Korean Association of Arts Management
• /
• no.50
• /
• pp.33-63
• /
• 2019

This study examines financial performance of nonprofit performing arts organizations to provide concrete suggestions and improve their financial performance so that they can build strategies to continue organizational activities. This study investigates empirical data of IRS 990 tax form of top 73 US orchestras and analyzed GLS pannel. Dependent variables are measured as contributions and ticket sales, and independent variables are measured as economic environment, cultural capital, orchestra characters, government grants, and social capital. Based on the finding from the research, determination of contribution outcomes is positively affected by state employment and orchestra's internal characteristics including age, size and conductor's US nationality, government grants, and volunteer. Ticket sales are affected by employment, education level, orchestra's resources, government grants, and volunteer. However, a size of cultural market negatively influences on financial outcomes and cultural capital doesn't influence on results. Interesting finding is a relationship between volunteers and organizations is vital of their fiscal achievement. This is significant in empirical analysis on nonprofit performing arts organizations from an economic view point, and will contribute on organizations to improve their strategic plan to sustain a business.

• Korean Association of Arts Management
• /
• no.51
• /
• pp.75-102
• /
• 2019

This study aims to figure out the progression of Hyundai motor's corporate cultural marketing by conducting semantic network analysis. Although the previous research has focused on conception, categorization, impact, and performance of cultural marketing, they hardly pay attention to changes in cultural marketing over time. To explore the identified gap, we collected 2,315 articles concerning Hyundai motor's cultural marketing on daily newspapers printed from 2001 to 2018. The 18-year time period was classified into four periods, and lists of words were extracted and analyzed by Korean language analysis program, Textom and social network analysis program, called 'UCINET'. The outcome of our analysis indicates that Hyundai Motor's cultural marketing has been developed from the strategy of merely increasing sales to the means of distinguishing their corporate and brand identity. In the early 2000s, the words 'customer', 'The Age of Great Paintings: Rembrandt and the 17th century Dutch paintings', and 'performances' were extracted with high frequency. It shows Hyundai Motor held performance-oriented events and provided benefits to specific consumer groups under the type of 'Cultural Promotion'. In addition, as the exhibition sponsored by Hyundai motor was reported in the media with high publicity effect, the concept of 'Cultural Support' is also emerged. In the late 2000s, the top exposures were 'Seoul Arts Center' and 'Seoul Metropolitan Symphony Orchestra'. Under the concept of 'Cultural Support', both organizations and cultural events were sponsored by Hyundai motor. Hyundai Motor has the tendency to cooperate with high profile parties who have already accomplished high publicities to attract social interests and issues. In the early 2010s, Hyundai Motor created cultural marketing brand and space ('Brilliant' and 'Hyundai Art Hall') that broadened the potential target groups, which represented both 'Cultural Support' and 'Cultural Enterprise'. In the middle and late of the 2010s, as shown by the high frequency of 'brand' and 'global', Hyundai Motor has focused on the global market and viewpoint has expanded to brand building focusing on the type of 'Cultural Enterprise'.

• (The) Research of the performance art and culture
• /
• no.35
• /
• pp.175-202
• /
• 2017

In this article, I focused on the identity of the Japanese magician, Tenkatsu(天勝), who appeared in Exhibition of Joseon, 1915, and the social gaze and reverberation of them. I would like to see how Tenkatsu group appeared, how it was active, and how it was utilized. Because It was a big stimulus for traditional performing artists. 'Ma-sul' was a new word, taking the place of 'Hwan-sul(幻術)' or 'Hwan-hee'(幻?) for a term of english 'Magic'. In the various articles published during the Japanese colonial period, we can find the performers of the contemporary magic and the Korean artists who tried to make them nationalized. In the mid-1920s, a magician of Korean origin appeared. Kim Mun-phil(김문필), Park Chang-sun(박창순), Kim Wan-shil(김완실) were them. They had experience of studying abroad, such as Russia, and were also helped by religion, the Chondo-kyo. They attracted popularity while touring around the country. Incidents of social problems often arise by linking magic to a form of fraud, though. But the appearance of a Korean magician confirms the existence of a performer who actively engages in new performances.

• International Area Studies Review
• /
• v.22 no.2
• /
• pp.121-138
• /
• 2018

This study aims to suggest effective management performances of nonprofit arts organizations among competitive environment. To examine the factors which affect the performance of nonprofit performing arts organizations such as external environment, cultural capital, orchestra characters and government grants, this study analyzed the data of 990 tax forms of the US Internal Revenue Service(IRS) of the top 73 symphony orchestras and government sources in USA. Independent variables are measured as sponsorship amount which is the biggest part of orchestras' income, and ticket sales which is profit of inherent business purpose. As a result, the performance of the orchestra is affected positively by the income and influenced by the orchestras' characteristics including age, size, and conductor. Also government grants to the orchestras are essential for organizations to sustain their business. But, there are two different sides on these effects that small to medium groups are influenced by crowding in effect and bigger groups are more likely conducted by business overview. Lastly, cultural capital is no significant relationships to orchestras' management performances. This scope of the study is limited to American symphony orchestras; however, this study is significant in that empirical analysis on nonprofit performing arts organizations from an economic view point and contribute on other nonprofit arts organizations to develop their strategic plan for sustainable business.

• Trans-
• /
• v.6
• /
• pp.1-15
• /
• 2019

Performing arts is an intangible arts that disappears immediately at the moment it is presented and remains only in the memory of the performer's body and audience. The same repetition, restoration and reproduction of the disappeared performance is impossible, but artists of all times and places have tried various recording methodology to leave their performances in the tangible form. The performing arts archive is where performing arts are recorded, preserved, and utilized. In the fourth industrial Revolution era, library institutions in developed countries are turning into institutions that support creative activity by not only artists but also the general public. Korea's performing arts archives should also shift from the role of an old archive to a platform to create new cultural contents. This paper summarizes the changes in the Korean performing arts archive and presents the creative application of the performing arts archive in response to the fourth industrial revolution.

• Asia Marketing Journal
• /
• v.11 no.3
• /
• pp.167-184
• /
• 2009

In the ever competitive world airline industry, Korean Air has been seeking on the one hand to streamline its operations through cost control and at the same time to boost customer loyalty and retention through a strong service differentiation strategy. As part of their service differentiation strategy, Korean Air has been actively engaging in culture marketing campaign. Their main activity involves entering into an alliance with the three leading museums of the world. Beginning with the Luvre of France, Korean Air supported the development of voice narration system that included the Korean language. This case describes the efforts of Korean Air to go beyond simply being a company that transports people and packages, to a global leading carrier that links the cities, cultures, and arts of the world. In the process, the case introduces the strategies and detailed actions behind Korean Air's culture marketing efforts.

• The Journal of the Korea Contents Association
• /
• v.19 no.4
• /
• pp.477-489
• /
• 2019

Recently, interdisciplinary studies have been receiving attention. Interdisciplinary research, especially in arts and technology, is a very interesting issue. E.A.T. was founded in New York in 1966 by artists and engineers. Based on the E.A.T. case, this study analyzed the period background in which art and technology could be converged, and the characteristics of E.A.T. works. The analysis results of the period background revealed that five factors influenced the organization and development of E.A.T.. Economic factors, artistic factors, technical factors, educational factors, and sponsored cultural factors influenced the convergence of art and technology. E.A.T. works collaborated by artists and engineers generally had three characteristics. Convergence across various fields, multi-sensitivity utilizing different senses, and interaction between the environment and humans appeared in E.A.T. works. This study provides meaningful implications for both artists and engineers who wish to overcome the limitations of artistic expression and develop new technology.

• Korean Journal of Heritage: History & Science
• /
• v.49 no.3
• /
• pp.12-31
• /
• 2016

Gangwon Provincial Office, which is Historical Landmark No. 439, existed from 1395 to 1895. It played a significant role of provincial administration. Gangwon Provincial Office was rebuilt in the $17^{th}$ Century when governors' additional job system began. It had 50 buildings and 670 sections. During the Japanese colonial era and the Korean War, most of the buildings were demolished, and in 2005 partially restored. Currently, after the old Wonju City Post Office was demolished, the back garden facilities of the Provincial Office are being restored. The back garden of Gangwon Provincial Office was completely destroyed when the Japanese army base at Wonju made it a playing field during the Japanese colonial era. After demolishing the old post office in the back garden, excavation and investigation were made. A pond and building relics were found, but they were too damaged to be restored. However, this thesis found that there were Bongraekak, Yeongjusa(Kwanpungkak), Cheyako, Joojeong Rainbow Bridge after studying literature and paintings. There were also Hwansunjeong and Bangjangdae outside the pond. The names of the back garden and how they were made are related to hsien. In the pond, they made 3 islands signifying Mt. Samshin(immortal world) in the legend and built pavilions on that. The pavilions of the back garden were named Bongrae, Yeongju, and Bangjang, and the titles of other pavilions also had the names of hsien. The back garden of Gangwon Provincial Office was made like an immortal world, befitting its role of governing Mt. Bongrae(Mt. Geumgang.) The governors of Gangwon Province often went to the back garden and enjoyed becoming a hsien. They regarded themselves as the owners of Bongrae, i.e., the immortal world. Gangwon Provincial Office has a unique historical significance because it implemented an immortal world, making use of the characteristic of Gangwon Province.

• The Journal of the Korea Contents Association
• /
• v.15 no.5
• /
• pp.560-569
• /
• 2015

Crowd funding is the method of raising money for a project, companies from a large group of people via the Internet, in return for future products or equity. Kickstarter is the largest and most successful crowdfunding site where creative projects raise reward based funding. Drawing on dataset of 80,267 projects with combined funding over $1.3b from 8.1m people, this paper suggest that backer select project based on their preference on the project, instead profitability of the project. It suggests that well-established platform and big size of network increases the chance of success of the project due to a ripple effect and blockbuster effects. Clear communication about the project's idea and goal is highly correlated with success. Regular communication on the project site, such as by constant progress updates, helps the success of the project. Equity-based crowdfunding is emerging as an innovative means of raising capital for businesses, so it has been receiving a lot of attention and expectation from the government and the market. The findings of this paper and others will help to get some understanding and insight into equity-based crowdfunding. However, Kickstarter differs from equity-based crowdfunding in the goals of the backers. Kickstarter's backers are not investors, they are contributors. To understand equity-based crowdfunding, the subject will need further study.