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기타학술도서 |
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[확대 보기] |
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| 제목 |
세계 미디어·콘텐츠 정책 |
| 저자 |
심상민 |
| 정가 |
32,000 원 |
| 출간일 |
2024.02.29 |
| 부가정보 |
쪽수
: 468 쪽 || 판형 : B5 |
| ISBN |
9791193320273 (93320) |
| 주문여부 |
주문가능
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플랫폼 경제와 AI 신기술 흐름이 초국가적 영역으로 들어서면서 한 국가의 정책을 협공하는 모양새가 뚜렷해졌다. 정책은 더 이상 정부의 전유물일 수 없다는 인식이 힘을 얻기 시작했다. 하여 이 책은 [정책 일반론/각론] + [미디어 콘텐츠 연구] + [글로벌 탐색]이라는 3개 영역을 묶고 이해관계자(stakeholders), 고객관계경영(CRM) 논의를 혼합하였다. 정책론을 공공경영학으로 변모시킬 새 개념 정책관계경영(PRM:Policy Relationship Management)을 창안하게 된 이유이다. 정책관계경영(PRM)은 탑 다운(Top Dowm), 바텀 업(Bottom Up) 그리고 아웃사이드 인(Out side In) 작용 모두를 조감하는 모델이다. <Down-Up-In>을 함께 보는 접근으로 특히 이용자 개인을 위한 대책을 강조하고자 했다.
제I부 <새 설계, 정책관계경영(PRM)>은 새 정책론과 이론적 배경을 밝히고 미디어 개혁과 주 종목인 언론/출판과 방송, 영화 정책을 집중적으로 살펴보도록 했다.
제II부 <도전과 대응 전략>에서는 문화예술을 미디어 콘텐츠 생산과 판매 기반으로 설정하고 뉴콘텐츠와 플랫폼까지 3개 분야를 전략 지대로 삼았다. 재정(파이낸스 시스템)을 특별히 포함했고 개선 방안으로서 <핵심 전략 : 산학연관 R&D협업>을 상세히 탐구하였다. <미래 전망>을 통해 결론을 도출하고 후속 과업을 제안했다. 3~12장까지는 각각 마무리에 <정책관계경영(PRM) 실행 방안>을 도출하여 정책 대화를 활성화하고자 하였다.
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Ⅰ. 새 설계, 정책관계경영(PRM)
1. 서론 : 정책을 어떻게 볼 것인가?
1) 정책관계경영(PRM)이라는 새 옷 ························································· 14
2) 미디어 · 콘텐츠 정책 일반론 ······························································ 28
3) 새 관점, 새 구성 ·············································································· 39
2. 이론적 배경과 선행 연구
1) 산업정책 ·······················································································42
2) 혼합경제 ······················································································· 51
3) 미디어 콘텐츠 정책 선행연구 ··························································· 58
3. 정책관계경영(PRM) 핵심 쟁점 : 미디어 개혁
1) 개요 ··························································································66
2) 선도 국가 모델 ············································································ 91
3) 정책관계경영(PRM) 실행 ··································································97
4. 언론, 출판 정책
1) 언론 정책 ··················································································100
2) 출판 정책 ··················································································135
3) 정책관계경영(PRM) 실행 ·································································148
5. 방송 정책
1) 개요 ························································································151
2) 정책 예시 ··················································································180
3) 정책관계경영(PRM) 실행 ·································································190
6. 영화 정책
1) 개요 ·························································································193
2) 정책 예시 ··················································································214
3) 정책관계경영(PRM) 실행 ································································ 226
Ⅱ. 도전과 대응 전략
7. 문화예술 : IP 확보, 공동체 복원
1) 개요 ···························································································232
2) 헤리티지 : 문화유산 경영 ··································································248
3) 정책관계경영(PRM) 실행 ································································263
8. 뉴콘텐츠 : 신기술 융복합
1) 개요 ···························································································266
2) 주요 국가 콘텐츠 정책 ····································································281
3) 정책관계경영(PRM) 실행 ································································301
9. 플랫폼 : 유통시스템 선진화
1) 개요 ····························································································304
2) 뉴 플랫폼 구상 ··············································································316
3) 정책관계경영(PRM) 실행 ··································································330
10. 재정 : 파이낸스 시스템
1) 개요 ···························································································334
2) 정책 예시 ·····················································································348
3) 정책관계경영(PRM) 실행 ·································································368
11. 핵심전략 : 산학연관 협업 R&D
1) 개요 ···························································································371
2) 과업 ·························································································· 400
3) 정책관계경영(PRM) 실행 ·································································419
12. 정책 평가와 미래 방향
1) 개요 ··························································································· 422
2) 미래 대응 방안 ············································································· 440
3) 정책관계경영(PRM) 실행 ·································································455
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심상민
성신여자대학교 미디어커뮤니케이션학과 교수. 삼성경제연구소 경영전략실 수석연구원을 거쳐 한국문화콘텐츠진흥원 이사, 영화진흥위원회 부위원장/위원장 직무대행, (사)한국문화경제학회 회장 역임. CJ인터넷(현 넷마블)과 로엔엔터테인먼트(현 (카카오뮤직(멜론)) 사외이사를 했고 한국콘텐츠진흥원 뉴콘텐츠아카데미특임교수, 콘텐츠 미래연구회 회장, 문화체육관광부 청렴 시민 감사관으로 있다.
저술로는
〈미디어 콘텐츠 경영 (2022)〉, 〈엔터테인먼트 산업론 (2021)〉, 〈문화마케팅(공저, 2008)〉, 〈컬처 비즈니스(2007)〉, 〈미디어 기업의 수익다각화 전략 (2005)〉, 〈문화콘텐츠와 창의성 (2005)〉, 〈미디어는 콘텐츠다 (2002)〉 등
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