@article{5056,
  author = {Eun-Sook Choi},
  title = {Arirang Transmission and its Local Cultural Branding in Yeongnam Area},
  abstract = {This paper analyzed the current state of branding across local cultures and transmitting Arirang, a Korean lyrical folk song, in the Yeongnam area (North and South Gyeongsang provinces) and then proposed the direction to be taken for such activities.The main activities of Arirang transmission reviewed in this paper include the publication of Arirang lyrics (album), the Arirang song competition, accumulations of data on transmission of Arirang, and other activities such as school education, local festivals, and a thematic village project relevant to the folk song. The former contributes to discovering and preserving new versions of Arirang in the region, while the latter helps to broaden the scope of cultural transmission for Arirang folk song and to secure its popularity.Moreover, there has been a recent move towards regional integration and revitalization by branding Arirang as the representative local culture. The Yeongnam region in particular attempts to add a new meaning to Arirang of the region for successful local, cultural branding of Arirang. This can be analyzed via several strategies including a regional hub strategy based on global content development, a localization strategy that links Arirang to local history and symbolic image, and a local revitalization strategy that highlights the placeness of Arirang.By reflecting on the current status of Arirang transmission as above, expertise will need to be sought in such areas as searching for identity of Arirang, shifting perspectives on cultural transmission for Arirang, and attracting, expanding, and harnessing audiences.This paper can be deemed meaningful to the extent that it examined various aspects and development stages of Arirang to identify the direction to be taken after this folk song was added to the UNESCO s Intangible Cultural Heritage of Humanity, and based on this, it sought for new directions for Arirang to be transmitted as part of local culture. A review on local community perspectives and needs toward this topic is left to be covered by a follow-up study.},
  year = {2018},
  volume = {54},
  number = {3},
  pages = {43-71},
  issn = {1598-9615},
}