사진을 활용한 대통령 이미지(PI)전략에 관한 연구 : 대통령 사진의 기호적 속성을 중심으로

초록

This study aims to find the meaningful presidential image-making strategy using photography. For this purpose, the researchers analyzed the meaning-making process of the president photography based on the iconic characters of photography. Also, this study focused on the differential use of president photograph between Korea and the U.S. president to find the improvement of the use of president photograph. The Focus Group Interview method was adopted to explore the better use of president photograph. The results showed that picture allotment, storytelling method, the active use of icon, emphasis on the similarities, showing the charisma, accessibility, variation of space, and showing leadership were frequently used in president photography. The future research is advised to link the visual message and president image making process based on the public relations perspectives and better use of presidential image as icon of leadership.

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