- 2020 건강기능식품 시장·소비자 리포트
- 312호 [2020년 12월] 2021 전망_DIGITAL MEDIA & MARKETING TREND FORECASTING
- 313호 [2021년 1월] 마케터가 주목해야 할 2021 이슈 캘린더
- 2020 렌터카 시장 리포트
- 296호 [Case Study ] Z세대 공략 광고 성공 사례 - 정관장/GS25
- 2021 마케팅 이슈 캘린더
- [메조미디어]2020 화장품 업종 분석 리포트
- [마켓인사이트] 2021 디지털 마케팅 트렌드
- Target Audience 분석리포트 3049 기혼여성
- 2021 디지털 미디어 마일스톤
Connect, BTS: An Example of Innovative Transmedia Branding To Rethink Spatiality and Meaning-making
자료요약
This case study research analyzes the cross-artistic project Connect, BTS and its relationship to transmedia branding, meaning-making and spatiality. After an overview of the argument and a section on methodology, the reader will find the analysis of the case study. Thanks to the use of a qualitative approach, this examination of Connect, BTS unveils the ways in which this initiative becomes a location that allows a reconceptualization of space that fosters plurality, exchange, and subjectivity. Connect, BTS unites seemingly incompatible fields under one project, favoring the co-creation of meanings among different artists, BTS, ARMY (the group’s fans), business partners and viewers. This process has been investigated through content analysis, exploring Connect, BTS’s transmedia strategies from branding to storytelling, to evaluate their efficacy in regard to brand identity, brand experience, and brand trust. The paper will also explore the variety of layers and spatial dimensions contained in Connect, BTS, which flow from art to the music industry, material and digital space, various market sectors and media. In light of this, Connect, BTS embraces a galaxy of separate semantic units into an extended liminal continuum that does not discount difference.
목차
Ⅰ. Introduction
Ⅱ. Research Aims and Questions
Ⅲ. Literature Review
Ⅳ. Methodology
Ⅴ. Discussion
Ⅵ. Conclusion and Implications
References
Ⅱ. Research Aims and Questions
Ⅲ. Literature Review
Ⅳ. Methodology
Ⅴ. Discussion
Ⅵ. Conclusion and Implications
References
#Connect
BTS
#BTS
#Transmedia Branding
#Transmedia Storytelling
#Spatiality