L'utilisation du webtoon comme outil de communication de l'État sud-coréen

Abstract : Webtoons, South Korean webcomics, are very popular in South Korea. This success motivated the South Korean state to take an interest in this media, and even more so with the growing popularity of South Korean cultural products internationally. Thus, for a number of years, the state has been implementing promotional policies regarding comics, and especially webtoons, in order to boost the market. However, this interest is not limited to promotional policies and has taken a different form over the past decade as there is indeed a growing use, on the part of the State, of what is called "brand webtoons". Brand webtoons are webtoons sponsored by companies, brands or institutions for communication purposes. It is this use of brand webtoons by the South Korean state that is the subject of this research paper, since we are questioning the effectiveness of brand webtoon as a tool of public communication. To answer this problem, we first sought to define a theoretical framework by addressing the elements of an effective communication campaign and public communication in South Korea. We then explained the characteristics of the webtoons brands and their use by the South Korean.
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Master Thesis
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Aminata Traoré. L'utilisation du webtoon comme outil de communication de l'État sud-coréen. Sciences de l'information et de la communication. 2018. ⟨dumas-01945838⟩



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