期刊名称：International Journal of Industrial Distribution and Business
印刷版ISSN：2233-4165
电子版ISSN：2233-5382
出版年度：2020
卷号：11
期号：11
DOI：10.13106/jidb.2020.vol11.no11.39
语种：English
出版社：Korea Distribution Science Association
摘要：Purpose: With a rapid advance of communication technology, distributional systems of sport contents continue to show improvements. In particular, a traditional framework in creating sport cartoon has been influenced by the environment of the communication industry. Despite the development of distributional systems, the current sport cartoon industry still lacks in advancement. To this day, various research about sport contents have been conducted; yet, not many studies of the interaction between sport cartoons and communication technology have been done. In this respect, this study is to review the distributional environment of the sport cartoon industry and provide distributional strategies for developing sport cartoon industry. Research design, data, and methodology: In addition to indepth interviews with five practitioners in sport cartoon industry, the study employed case study methodology. Interview data were analyzed by qualitative content analysis. Results: With new environments allowing anyone allowing to create and share webtoons, various genres including sports webtoons appear, and this became a motive to the growth of sports webtoons. Today, sports comics acted as a sports advertisement platform which not only created additional profit but also became an opportunity as a marketing method. On the contrary, the formal attributes of webtoons cause hardship in consistently creating sports webtoons. Hence, it is needed that supporting policies need to be established to nurture sport webtoon expertise. For example, Korea Creative Content Agency allows future webtoon authors to have an opportunity to be educated and equipped in producing creative sport webtoon contents. Moreover, revenue systems should be developed for motivating webtoon authors to involve in sport contents in their works. Conclusions: In order to promote the sports cartoon industry based on the findings, it is first necessary to create sports comics that reflect the formal characteristics of webtoons and the changing consumer environment. Second, it is important to acknowledge the industrial value of sports comics and it is necessary to promote policies regarding sports webtoon production and distribution from a national level. Third, by diversifying profits through OSMU and sports advertisements, it is possible to enhance the work environment and the treatment of authors. Implications and future directions were discussed.
关键词：Cartoon Distribution Environment; Sport Webtoon; Webtoon Production; Sport Advertisement
