신(新)한류 지속발전을 위한 유튜브(Youtube) 한국 전통무용 콘텐츠 조사 = A Study on Korean Traditional Dance Contents on YouTube in Pursuit of the Sustainable Development of the New Korean Wave

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine the state of Korean traditional dance contents on YouTube, which is regarded as the driving force of the new Korean wave led by K-pop, in an effort to determine what media strategies were used on YouTube to step up the advance of Korean traditional dance onto the global stage. 359 video clips were selected from YouTube by inputting the keyword “Korean traditional dance.” The selected video clips were analyzed in terms of year, number of hits, poster, content and form. The findings of the study were as follows:
First, the Korean traditional dance contents were analyzed by year. As a result, there was a tendency that the number of the video clips started to be on the rise in and after 2010. But the number of the video clips posted in 2013 was lower than that of the previous year, which implied that YouTube wasn’t utilized a lot to accelerate the expansion of the Korean wave led by K-pop into Korean traditional culture.
Second, the number of hits for the Korean traditional dance contents was analyzed, and the most common number of hits ranged from 1,000 to less than 10,000. Six video clips had more than 100,000 hits. So it could be said that the number of hits for the Korean traditional dance contents was low. As a result of analyzing the video clips with 10,000 hits or more by year, the number of hits increased year after year, but it seemed to be a natural phenomenon that was attributed to the lapse of time. Overall, the number of hits for the Korean traditional dance contents was low in comparison with that for K-pop contents.
Third, who posted up the Korean traditional dance contents was analyzed to see whether there was any formal route for that. And it’s found that a private Korean dance group which was based in Toronto, Canada, posted up the largest number of contents, followed by individuals who continued to post up the video clips as a sort of donation. In other words, the Korean traditional dance contents were released by quite a small number of individuals and private groups through YouTube.
Fourth, a content analysis was made to check the content of the Korean traditional dance contents. As a result, the Korean traditional dance contents were classified into 31 categories of content and others. Among various kinds of Korean dance, Korean fan dance was most dominant in the contents, which 80 video clips dealt with. Out of the 359 video clips, the video clips that showed Korean fan dance had the largest number of hits as well. Thus, the posting frequency was identified as one of factors to affect the number of hits.
Fifth, in order to grasp the form of the Korean traditional dance contents, their format of content, length of playback, number of participants and picture quality were analyzed. As a result, the greatest number(306) of the 359 video clips were in the form of performance and presentation, and the length of playback was mostly less than seven minutes. 78 percent of the video clips were group dance, and their picture quality was good. In fact, however, the high-definition K-pop contents released by entertainment management companies for strategic purposes usually excel video clips posted up by people in general in terms of picture quality. Given this fact, the picture quality of the Korean traditional dance contents could be said to be lower.

참고문헌 (Reference)

1 매일경제 한류본색 프로젝트팀, "한류본색" 매경출판 2012

2 최광식, "한류로드" 나남 2013

3 임광복, "한류로 유튜브서 한국어 배우는 외국인 늘어"

4 독설닷컴, "유튜브는 어떻게 ‘한류’를 실어 날랐다?"

5 "유튜브"

6 최정아, "역시 소녀시대!, 유투브 음악 카테고리 3위 기염…LMFAO, 저스틴 비버 뒤 이어"

7 "네이버지식백과"

8 "구글검색서비스"

9 고승희, "‘단순감상’ 넘어선 유투브, K-POP 확산의 ‘핵’"

10 김호상, "K-POP의 해외진출 성공전략에 관한 연구 : K-POP 전문가 심층인터뷰를 중심으로" 한양대학교 언론정보대학원 2012