This study discusses various conflict situations and unexpressed pathological potential in historical regions. In this regard, the issue of alienation of local people due to local identity was raised and the cause was investigated. It explains the structural origins of local alienation that occurred in the process of objectifying a region and forming its identity. The process of alienation of local residents of local identity identified in this paper was divided and explained in three stages: objectification of the region, symbolization of local identity, and religious materialism of local identity. In addition, in the process, the incorporation of the production mode of intellectual work, the separation of producers, and the loss of the subject-centered control ability over these products were pointed out as problematic situations. The study suggests to change the perception of the region and to restore the control of the local people through narrative in relation to this problematic situation. Thus, this thesis asserts that we need to have doubts about the justification for the public good and the basis of the resulting consensus, and that we should be constantly interested in the pathological signs of society around us.

본 연구는 도시경쟁력 강화 차원에서 진행되고 있는 문화기반 도시재생의 개념 및 지역정체성과의 관계성에 대하여 살펴보고 국내 주요 도시들의 사례를 연구하여 문화기 반 도시재생이 지역의 정체성 형성 및 활성화에 미친 효과가 있는지를 규명하여 새롭게 도시재생을 추진하는 국내 도시들에 대한 적용가능성 및 시사점을 도출하고자 하였다. 이를 위한 연구방법으로는 기존의 문헌들을 검토하고, 국내 문화도시 및 문화관광축제 로 선정된 광주광역시 동구, 충청북도 청주시, 부산광역시에서 실시한 문화기반 도시재생 의 성공사례를 분석하였다. 연구결과, 문화기반 도시재생은 지역의 정체성 형성 및 활성화에 유의미한 영향을 미 쳤으며, 문화기반 도시재생전략이 성공적으로 진행되기 위해서는 물리적인 환경 개선효 과 및 가시적인 경제적 효과보다는 지역주민의 참여 및 도시이미지 개선 등의 사회적 효과에 집중하여 이를 극대화할 수 있는 전략을 마련해야 하는 것으로 나타났다. 따라서 앞으로 추진되는 문화기반 도시재생은 적극적인 지역 주민참여 및 지역의 문화 · 역사에 대한 관심을 바탕으로 도시의 자생력을 강화하고, 지역의 어메니티 증진을 위한 환경조성 과 유휴 공간 및 근대산업유산을 활용한 문화시설조성 등을 위한 문화기반 도시재생전략 이 필요하다.

본 논문에서는 공공성의 개념이 포함하는 가치와 그 가치가 실현되는 공간, 그리고 공적 가치를 구 현하는 기관으로서 뮤지엄의 성격을 규명하고, 공공성 실천을 촉매하는 뮤지엄 교육의 사회적 역할을 확인하고자 한다. 이를 위해 공공 뮤지엄의 연합 운영 전략을 성공적으로 구사하고 있는 파리 시립 뮤지엄 그룹의 사례를 살펴본다. 파리 시립 뮤지엄 그룹은 파리 시에 의해 2012년 6월 20일 탄생한 이 행정 공공체로, 파리 시내 15개의 뮤지엄과 유적지를 운영, 관리한다. 파리 시립 뮤지엄 그룹은 파리 시민들의 공적인 문화 인프라 확충을 목표로, 콜렉션의 보존, 활용과 확충, 새로운 기술 발전을 반영한 전시 기획, 국내외 다양한 문화 예술기관과의 협력을 주 업무로 한다. 이들이 궁극적으로 추구하는 바는 시민들의 문화예술향유 기회를 확대하는 것으로, 이를 위해 시민의 문화 접근성 향상을 주요 목표 중 하나로 설정하고 있다. 본 논문에서는 작은 규모의 공공 뮤지엄들의 생존 방식이자 운영 전략이라고 할 수 있는 파리 시립 뮤지엄 그룹의 공공성 강화를 위한 노력에 대해 살펴봄으로써, 우리 뮤지엄의 공공성을 강화 하는 방향을 모색해보고 앞으로의 공공 뮤지엄이 지녀야할 새로운 역할에 대해서 생각해보고자 한다.

The purpose of this study is to consider the relation between the deciding factors of local identity and local image improvement. To achieve this purpose, the deciding factors of local identity have been set as the following four: historical identity, cultural identity, (nature) scenery identity, and industrial identity. The writer has established a model to represent the relation between these factors and the local image improvement, namely 'Visitor Satisfaction' and 'Revisit Intentions', and framed a hypothesis for empirical verification. The study results are as follows: First, the deciding factors of local identity which this study addressed are empirically proven to have a significant effect on the visitor satisfaction and the intention to revisit in which is it likely that the greater the impact of the deciding factors, the higher the visitor satisfaction and revisit intentions would be. Second, the deciding factors of local identity, it appears that the 'historical identity' factor had the largest impact on the visitor satisfaction, and the 'cultural identity' factor had the largest impact on the revisit intentions. Therefore, of the four deciding factors, the 'historical identity' should be considered the highest priority to increase the visitor satisfaction, and the 'cultural identity' should be considered the highest priority to increase the revisit intentions. Third, based on the verification of the relation between the visitor satisfaction and revisit intentions, it can be presumed that the greater the visitor satisfaction, the higher the revisit intentions would be.

There has been an increasing trend of using code-switching to enhance ad persuasion among local and global brands. Ads that include two or more languages are referred to as code-switched ads (Luna and Peracchio 2005a; 2005b). It is noted that previous studies investigating code-switched ad effectiveness have focused on bilinguals, not monolinguals. Due to the emerging use of code-switching in ads in monolingual markets, more research efforts are required to understand its effectiveness and boundaries among the monolinguals. The purpose of this study is to investigate the moderating role of consumer local-global identity in the effectiveness of code-switched ads among monolinguals. Two experiments were conducted and the results confirmed our hypothesis that consumer local-global identity moderates the effect of code-switched ads. The results indicated that congruence between consumer local-global identity and code-switching enhanced persuasiveness. In addition, the mediating effect of ad involvement was identified. These findings provide managerial implications for marketers.

This article aims to explore the interactive roles of types of primed identity (local versus global identity) and types of ad framing on brand evaluations. The authors designed 2 experiments in which each experiment followed a 2×2 between-subject design. The empirical results showed that a gain-framed ad induced more positive emotional responses than a loss-framed ad, and the positive affective responses lead to more favorable brand evaluation. Furthermore, the results showed that there were interactive effects of primed identity and types of advertisement frame on brand evaluation. In the additional analysis, the results showed that when people with local identity were exposed to the gain-framed ad, they would engage in a higher level of integration processing than those in the control group, which in turn induced more favorable evaluation to the local brand. That is, the integration processing mode played a mediating role between the interaction (local id priming × ad frame) and the local brand evaluation. However, in the case of global brand evaluation, the integration processing mode did not play such a mediating role.

Background : Bokbonja the Korean black raspberry (Rubus coreanus Miquel) fruit derived product, which is native to Korea. They contain potential anti-aging, anti-oxidants, depurative activities. Bokbonja refers to an immature berry of Rubus coreanus in the Korean pharmacopeia, Rubus chingii in Chinese pharmacopeia. Recently several Rubus species are available in the Korean drug markets which could easily find their way into drug prescriptions. Methods and Results : Hence we tried to detect the presence of these contaminating species in bokbonja products using SNP marker assisted by multi-plex PCR. We found a SNP region in the 26S region of these species and evaluated their potential to discriminate Rubus species. We designed a set of primer pairs such as, BokR primer has distinguished R.coreanus by producing a band at 852 bp and the primer sanF has differentiated R. crataegifolius by amplifying a band at 129 bp, while chiF has produced a band at 83 bp to distinguish R.chingii. These primer pairs effectively distinguished the bokbonja samples collected from various local markets as well as form drug store in Korea as well. The results were shocking as the bokbonja (R.coreanus) has a limited usage in Korea and either R. crataegifolius or R.chingii has been found in these samples. Taken together the primer pairs bokR, sanF, chiF along with 26S universal primers could effectively distinguish Rubus species in a single multiplex PCR reaction. Conclusion : Our results based on the 26S rDNA derived SNP region have shown that, the usage of R. coreanus is extremely limited and its often mistaken or adulterated with R. crataegifolius and R. chingii. It presses a panic situation in Korean peninsula to preserve bokbonja and the species R.coreanus which is endemic and superior in efficacy.