Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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A Comparative Study of Region's Communication Strategy for Food Culture PR Contents through Semiotic Analyses of the Official Websites of Seoul, Jeonju, and Jeju

한국 지역의 음식문화 홍보콘텐츠 커뮤니케이션 전략 비교 연구 - 서울시, 전주시, 제주시 등 3개 지역 공식 웹사이트 담화의 문화기호학적 분석을 중심으로 -

  • 전형연 (인하대학교 대학원 문화경영학과) ;
  • 김정수 (인하대학교 대학원 문화경영학과)
  • Published : 2009.12.31
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Abstract

In this study, the symbols and visual expressions employed in the food culture content of official website designed to promote three cities in Korea, Seoul, Jeonju and Jeju, were subjected to semiotic analysis. In this study, it was assumed that these websites reflected the varying perspectives of the people behind the development and management of these routes of Internet communication, and the semiotic choices made in order to exemplify each city's food cultural image. The aim of the study was to analyze the communication strategies of food cultural branding in the terms of the online content regarding Seoul, Jeonju, and Jeju with a focus on the comparative points in these cities' official websites. This study included conducting semiotic content analyses of the aforementioned cities' official web pages in an attempt to determine the food branding strategies used to differentiation and produce more favorable perceptions of these three cities. Building upon the findings drawn from this comparative study, the present work can be used to determine more effective ways of strategically differentiating the images of local food culture associated with these cities from the view of brand communications. This study also demonstrates viable directions for designing web content for a city where the food cultural messages can be delivered in a thoughtful and effective manner.

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