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지역 기반 미디어의 하이퍼 로컬리즘과 지역성 범주 변화 : 부산 지역 기반 유튜브 채널 운영자에 대한 심층 인터뷰
초록
이 연구는 부산 지역을 기반으로 유튜브 플랫폼의 콘텐츠를 생산하는 유튜브 채널 운영자, 지역 언론의 유튜브 채널 운영자, 지역의 미디어 시민 단체 활동가 등 모두 11명을 만나 심층 인터뷰를 진행하였다. 이들 지역 미디어가 서구 사회의 하이퍼로컬 미디어 개념으로 살펴볼 때 어떠한 특징들이 있는지 알아보았다.
우선 콘텐츠 제작자들이 지역에서 활동한다는 점에서 지리적 근거는 있지만 새로운 매체 환경에서 콘텐츠 제작자들이 갖고 있는 지역성이란 과거처럼 행정 경계에 기반한 지리적 개념이 아니라 일종의 사회적 정체성에 가깝다. 지역 시민이 직접 제작한 콘텐츠라는 측면과 지역 이용자가 이용한다는 점, 삶과 밀접한 대형 이슈에서 적극 참여가 이뤄진다는 점에서 본다면 지역 기반의 로컬 미디어는 시민 참여가 늘어날 수 있는 수단이 된다. 하지만 이들 미디어에서 시민들이 직접 출연을 기피한다는 점은 시민 참여가 활성화되었다고 말하기 어려운 이유였다. 이들 지역 미디어는 지역 콘텐츠를 통해 지역/글로벌/전국과 커뮤니케이션하는 미디어 활동을 했다. 물리적인 지역 조건 안에서 이들 콘텐츠는 지역의 역사, 사람, 소재, 배경을 다루고 있었다. 또한 여행 가치나 오락적 가치를 콘텐츠에 담아 전국과 세계에 알리고 있었다. 그리고 노동, 인권, 시민 단체가 제기하는 이슈 등 콘텐츠의 보편적 가치를 찾아 지역을 넘어 사회적 연대를 시도했다. 하지만 이 연구에서 조회 수에 의존할 수밖에 없는 흥미 위주 콘텐츠들은 우리 사회의 구조적 모순이나 사회적 맥락에서 지역성 드러내는데 취약했다. 전통 미디어가 채우지 못한 갭을 시민 미디어가 채우더라도 그것이 지역 사람들의 삶과 반드시 밀접하지 못하다면 지역 미디어로서 정체성이 모호한 점도 있다.
시민들이 직접 제작한 유튜브 콘텐츠들은 자체적인 수익을 조달할 만한 경제적 재원이 부족했고, 제작자들도 전업 제작 활동이 어려워 대개 다른 직업과 병행하고 있었다. 지역 기반 시민 미디어가 활성화되기 위해서는 시장 원리에 맡겨서 해결될 문제가 아니라 장비나 프로그램 제공, 보조금 지급 등의 정책적 지원이 필요하다. 그리고 이들 콘텐츠의 전문성을 높이기 위해 영상 제작과 편집 교육, 법률 자문 등의 지원이 필요하다.
Abstract
This study investigated the characteristics of local media based on Busan from a vantage point of hyperlocal media, a concept based in Western society. In-depth interviews were conducted with 11 people, including a YouTube channel operator who produces content for the YouTube platform in Busan, a YouTube channel operator of a local media, and an activist of a local media civic group.
First, the concept of locality assumes a geographical basis in that the content creators are located in a particular region, but in the new media environment, the locality of content creators is no longer confined to the geography in which administrative work takes place. Rather, locality refers to a kind of social and collective identity. In terms of content produced by citizens, use by local users, and active participation in large-scale issues closely related to everyday life, community-based local media is a means to increase citizen participation. However, it is difficult to say whether civic participation is activated in that civic actors avoid making appearances in the media.
Through local media activities of each of these actors, the local media gradually grew into a medium that communicates with the global/national audiences through local content. Within the physical local conditions, the content dealt with the local history, people, subject matter, and background. In addition, the value of travel or entertainment was included in the content and was advertised both domestically and internationally. In addition, the content creators tried to establish social solidarity beyond the region by bringing in issues of universal value such as labor, human rights, and issues raised by civic groups.
However, in this study, interest-oriented content that had no choice but to depend on the number of views was weak in revealing the structural contradictions of the society. Even if civic media fills the gap that traditional media has not filled, if it is not necessarily closely related to the lives of local people, and the identity of the local media remains ambiguous. It is necessary to look at the local value not only as a product value, but as a content closely related to life.
Citizen YouTube producers did not have enough financial resources to generate their own revenue, and they often had to work other jobs due to financial difficulties. Local-based YouTube channel operators were producing and supplying local content with affection, professionalism, and a sense of duty in a financially difficult situation.
For community-based citizen media to be more active, policy support such as provision of equipment or programs and subsidies is required, rather than relegating local media as a problem to be solved by leaving it to market principles. In addition, in order to enhance the professional quality of the content, support such as video production and editing education and legal advice is required.
Keywords:
Hyperlocal, Locality, Local media, Local content, YouTube키워드:
하이퍼로컬, 지역성, 지역 미디어, 지역 콘텐츠, 유튜브Acknowledgments
This work was conducted by the Korean Association for Broadcasting & Telecommunication Studies 2020 Special Research Grant Support Project for New Scholars (KABS & GS SHOP). (이 연구는 한국방송학회 2020년 신진학자 특별연구비지원 사업(한국방송학회 + GS SHOP)에 의해 수행되었음).
This paper was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea(NRF-2021S1A5C2A03086965)(이 논문은 2021년 대한민국 교육부와 한국연구재단의 지원을 받아 수행되었음(NRF-2021S1A5C2A03086965)).
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