온라인 플랫폼의 ‘로컬 큐레이션’ 전략 연구 -구글 아트 앤 컬처 ‘캔자스시티’를 중심으로-

초록

The present study explored whether an online platform can serve as a space for preserving, reconstructing, and disseminating localism. Specifically, our study delves into how an online platform reconstructs urban identity and cultural narratives as a local curator. To that end, we employed the Kansas City theme of Google Arts & Culture as a unit of analysis. The study also uses qualitative content analysis within a thematic analysis framework comprising three key elements: placeness, local people, and audience. First, looking at the Kansas City theme in terms of placeness, it was based on three symbolic axes: BBQ, jazz, and performing arts. The online platform virtually created major destinations of Kansas city including Arthur Bryant’s BBQ restaurant, the 18th & Vine Jazz District, and the Kauffman Center. Indeed, they were represented respectively, as iconic culinary heritage, a communal musical history, and a future-oriented performing arts center, and these contents were creating a new placeness through image, storytelling, and sensory devices. Second, local people appeared as active agents, reflecting the city's way of life, famous jazz musicians in the city evoked cultural memory, and contemporary artists embodied creativity for the future. Lastly, we observed that various communication methods, including multi-modal content, virtual tours and subject-based curation, and strategies for inducing emotional reactions could enhance the audiences’ experiences, and the desire for physical visits. In summary, the Kansas City theme delivered a multi-layered city narrative by connecting key elements of placeness, local people, and audience. This is an online local curation model that provides a new urban experience by strategically reproducing the narrative of placeness and local people and effectively inducing the audience's immersion and emotional response.

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