Recently, local government has interested in improving the system of Out-of-Home (OOH) since it provides a high quality of the city-sight and national identity. This study aims to explore the policy of OOH's design for creating a new culture of the ci...
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RISS 인기검색어
https://www.riss.kr/link?id=T11677174
- 저자
-
발행사항
서울 : 경기대학교 일반대학원, 2008
-
학위논문사항
학위논문(박사) -- 경기대학교 일반대학원 , 행정학과 , 2009. 2
-
발행연도
2008
-
작성언어
한국어
- 주제어
-
발행국(도시)
서울
-
기타서명
A Study on Establishing Public-private Cooperation for the Formation of City Culture
-
형태사항
xv, 311 p. : 삽도 ; 26cm.
-
일반주기명
경기대학교 논문은 저작권에 의해 보호받습니다.
-
소장기관
- 경기대학교 금화도서관(서울캠퍼스)
- 경기대학교 중앙도서관(수원캠퍼스)
- 국립중앙도서관
- 경기대학교 금화도서관(서울캠퍼스)
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다국어 초록 (Multilingual Abstract)
Recently, local government has interested in improving the system of Out-of-Home (OOH) since it provides a high quality of the city-sight and national identity. This study aims to explore the policy of OOH's design for creating a new culture of the city through the theoretical and empirical evidences. Also, this study will provide an insight of the public-private cooperative (networking) system in establishing the OOH policy.
To achieve this purpose, we took two approaches. First, case study were conducted to analyze the environment of the cooperative system between people and the local government. The case study is targeted by model cities for exhibiting the good example of OOH's design promoted by the national government. The five cities were selected as good examples that provide main processes and outcomes of the OOH's examples. To ensure the representativeness of sample cities, we classified the size of sample cities into three categories; two large cities (Cheonggyecheon at Seoul and Gwangbokro at Pusan), two medium cities (An-yang City and Pa-ju City), and one new city (Dongtan New town). we overview the project performance of OOH's design including the background and purpose, the environment analysis, the design guideline, and the evaluation of projects each case.
Second, the empirical survey were conducted by citizen and public officials who reside in the model cities and public officials who reside in the other cities. The data of other cities were used to compare with the responses of the model cities. A total of 390 respondents were completed the questionnaire: the officials of model cities were 15.1 percent (n=59); the officials of other cities were 54.1% (n=211); and the citizens of model cities were 30.8% (n=120). Average age of respondents were 39.49 years (sd=9.15). 73.8 percent were male and 26.2 percent were female respondents.
From the case study, public-private network system was classified into three types. The cases of Cheonggyechun and Dongtan New town are referred to a "active citizen, building owner, and governance versus passive store owner" type. The cases of An-yang City and Pa-ju City are defined as a "active building owner, store owner, and governance versus passive citizen" type, while the case of Gwangbokro is defined as a "active all members (citizen, building owners, store owners, and governance)" type. This will provide a new typology in the notion of regional networking system that is required to the collaboration between people and local governments.
Some implications of the case study are as follows: First, The quantity and size of OOHs are not a sufficient condition but a necessary condition for achieving the high sales performance. Therefore, the maintenance of outdoor advertisement (sign board) will contribute to increase the demand of tourist attractiveness and ultimately store profits. Second, it is required an active participation of all members including citizen, building owners, store owners, and governance. All members must recognize that the sign board is an important component for developing the beautiful street and city culture, and thus improves the quality of people's living. Third, the project of OOH's design will have a synergy for other national projects since the cooperative system is useful to draw a people's understanding and social agreement on the governmental policy.
On the other hand, Results of our empirical study (survey) suggest that building a collaborative system is an essential task in managing the OOHs such as sign boards of city buildings. Our findings also indicate that development of OOHs can be effective when keeping pace with the improvement of laws and regulations as well as the user education of OOHs. Results imply that an important task remains about how local governments can lead to the people's participation of OOH's projects at the collaborative system.
Based on the case study and the results of empirical study, we suggest some points for establishing the collaborative system of OOHs in the regional governance. First, the current law system of OOHs should be changed the government-dominant management into the networking management based on the public-private collaboration. Second, it needs to change the notion of OOH's law, that is, the notion must reflect a broad conceptualization of the culture and beauty as a social capital on the community. Third, a flexibility is important to adjust a lot of practical problems in the administration of networking systems. Fourth, the consistency of regulation and control is required to maximize the effectiveness and specialty of administration. Fifth, management system of OOH must reflect distinctive characteristics of the city including peculiar culture and regional landscape. Sixth, it can be preferred a financial regulation system to an administrative enforcement in order to maintain the voluntary control of regional OOHs. Seventh, the collaborative system can consist of citizen, building and store owners, local and national government, outdoor firms, and nongovernmental organizations (NGOs). Finally, nourishment of OOH's industry by local and national government are required to the development of a new design and supporting of administrative procedures, particularly providing the high quality of user education.
It can be concluded that results contribute to establish an efficient policy of the public-private collaboration. In other words, the partnership between all members is a crucial key for building an effective system of the public-private collaboration since government-initiative policy is not likely to lead to the active participation of people.
To achieve this purpose, we took two approaches. First, case study were conducted to analyze the environment of the cooperative system between people and the local government. The case study is targeted by model cities for exhibiting the good example of OOH's design promoted by the national government. The five cities were selected as good examples that provide main processes and outcomes of the OOH's examples. To ensure the representativeness of sample cities, we classified the size of sample cities into three categories; two large cities (Cheonggyecheon at Seoul and Gwangbokro at Pusan), two medium cities (An-yang City and Pa-ju City), and one new city (Dongtan New town). we overview the project performance of OOH's design including the background and purpose, the environment analysis, the design guideline, and the evaluation of projects each case.
Second, the empirical survey were conducted by citizen and public officials who reside in the model cities and public officials who reside in the other cities. The data of other cities were used to compare with the responses of the model cities. A total of 390 respondents were completed the questionnaire: the officials of model cities were 15.1 percent (n=59); the officials of other cities were 54.1% (n=211); and the citizens of model cities were 30.8% (n=120). Average age of respondents were 39.49 years (sd=9.15). 73.8 percent were male and 26.2 percent were female respondents.
From the case study, public-private network system was classified into three types. The cases of Cheonggyechun and Dongtan New town are referred to a "active citizen, building owner, and governance versus passive store owner" type. The cases of An-yang City and Pa-ju City are defined as a "active building owner, store owner, and governance versus passive citizen" type, while the case of Gwangbokro is defined as a "active all members (citizen, building owners, store owners, and governance)" type. This will provide a new typology in the notion of regional networking system that is required to the collaboration between people and local governments.
Some implications of the case study are as follows: First, The quantity and size of OOHs are not a sufficient condition but a necessary condition for achieving the high sales performance. Therefore, the maintenance of outdoor advertisement (sign board) will contribute to increase the demand of tourist attractiveness and ultimately store profits. Second, it is required an active participation of all members including citizen, building owners, store owners, and governance. All members must recognize that the sign board is an important component for developing the beautiful street and city culture, and thus improves the quality of people's living. Third, the project of OOH's design will have a synergy for other national projects since the cooperative system is useful to draw a people's understanding and social agreement on the governmental policy.
On the other hand, Results of our empirical study (survey) suggest that building a collaborative system is an essential task in managing the OOHs such as sign boards of city buildings. Our findings also indicate that development of OOHs can be effective when keeping pace with the improvement of laws and regulations as well as the user education of OOHs. Results imply that an important task remains about how local governments can lead to the people's participation of OOH's projects at the collaborative system.
Based on the case study and the results of empirical study, we suggest some points for establishing the collaborative system of OOHs in the regional governance. First, the current law system of OOHs should be changed the government-dominant management into the networking management based on the public-private collaboration. Second, it needs to change the notion of OOH's law, that is, the notion must reflect a broad conceptualization of the culture and beauty as a social capital on the community. Third, a flexibility is important to adjust a lot of practical problems in the administration of networking systems. Fourth, the consistency of regulation and control is required to maximize the effectiveness and specialty of administration. Fifth, management system of OOH must reflect distinctive characteristics of the city including peculiar culture and regional landscape. Sixth, it can be preferred a financial regulation system to an administrative enforcement in order to maintain the voluntary control of regional OOHs. Seventh, the collaborative system can consist of citizen, building and store owners, local and national government, outdoor firms, and nongovernmental organizations (NGOs). Finally, nourishment of OOH's industry by local and national government are required to the development of a new design and supporting of administrative procedures, particularly providing the high quality of user education.
It can be concluded that results contribute to establish an efficient policy of the public-private collaboration. In other words, the partnership between all members is a crucial key for building an effective system of the public-private collaboration since government-initiative policy is not likely to lead to the active participation of people.
Recently, local government has interested in improving the system of Out-of-Home (OOH) since it provides a high quality of the city-sight and national identity. This study aims to explore the policy of OOH's design for creating a new culture of the city through the theoretical and empirical evidences. Also, this study will provide an insight of the public-private cooperative (networking) system in establishing the OOH policy.
To achieve this purpose, we took two approaches. First, case study were conducted to analyze the environment of the cooperative system between people and the local government. The case study is targeted by model cities for exhibiting the good example of OOH's design promoted by the national government. The five cities were selected as good examples that provide main processes and outcomes of the OOH's examples. To ensure the representativeness of sample cities, we classified the size of sample cities into three categories; two large cities (Cheonggyecheon at Seoul and Gwangbokro at Pusan), two medium cities (An-yang City and Pa-ju City), and one new city (Dongtan New town). we overview the project performance of OOH's design including the background and purpose, the environment analysis, the design guideline, and the evaluation of projects each case.
Second, the empirical survey were conducted by citizen and public officials who reside in the model cities and public officials who reside in the other cities. The data of other cities were used to compare with the responses of the model cities. A total of 390 respondents were completed the questionnaire: the officials of model cities were 15.1 percent (n=59); the officials of other cities were 54.1% (n=211); and the citizens of model cities were 30.8% (n=120). Average age of respondents were 39.49 years (sd=9.15). 73.8 percent were male and 26.2 percent were female respondents.
From the case study, public-private network system was classified into three types. The cases of Cheonggyechun and Dongtan New town are referred to a "active citizen, building owner, and governance versus passive store owner" type. The cases of An-yang City and Pa-ju City are defined as a "active building owner, store owner, and governance versus passive citizen" type, while the case of Gwangbokro is defined as a "active all members (citizen, building owners, store owners, and governance)" type. This will provide a new typology in the notion of regional networking system that is required to the collaboration between people and local governments.
Some implications of the case study are as follows: First, The quantity and size of OOHs are not a sufficient condition but a necessary condition for achieving the high sales performance. Therefore, the maintenance of outdoor advertisement (sign board) will contribute to increase the demand of tourist attractiveness and ultimately store profits. Second, it is required an active participation of all members including citizen, building owners, store owners, and governance. All members must recognize that the sign board is an important component for developing the beautiful street and city culture, and thus improves the quality of people's living. Third, the project of OOH's design will have a synergy for other national projects since the cooperative system is useful to draw a people's understanding and social agreement on the governmental policy.
On the other hand, Results of our empirical study (survey) suggest that building a collaborative system is an essential task in managing the OOHs such as sign boards of city buildings. Our findings also indicate that development of OOHs can be effective when keeping pace with the improvement of laws and regulations as well as the user education of OOHs. Results imply that an important task remains about how local governments can lead to the people's participation of OOH's projects at the collaborative system.
Based on the case study and the results of empirical study, we suggest some points for establishing the collaborative system of OOHs in the regional governance. First, the current law system of OOHs should be changed the government-dominant management into the networking management based on the public-private collaboration. Second, it needs to change the notion of OOH's law, that is, the notion must reflect a broad conceptualization of the culture and beauty as a social capital on the community. Third, a flexibility is important to adjust a lot of practical problems in the administration of networking systems. Fourth, the consistency of regulation and control is required to maximize the effectiveness and specialty of administration. Fifth, management system of OOH must reflect distinctive characteristics of the city including peculiar culture and regional landscape. Sixth, it can be preferred a financial regulation system to an administrative enforcement in order to maintain the voluntary control of regional OOHs. Seventh, the collaborative system can consist of citizen, building and store owners, local and national government, outdoor firms, and nongovernmental organizations (NGOs). Finally, nourishment of OOH's industry by local and national government are required to the development of a new design and supporting of administrative procedures, particularly providing the high quality of user education.
It can be concluded that results contribute to establish an efficient policy of the public-private collaboration. In other words, the partnership between all members is a crucial key for building an effective system of the public-private collaboration since government-initiative policy is not likely to lead to the active participation of people.
목차 (Table of Contents)
- 제 1 장 서 론 1
- 제 1 절 연구의 목적 1
- 제 2 절 연구의 범위와 방법 3
- 제 3 절 연구분석의 틀 5
- 제 1 장 서 론 1
- 제 1 절 연구의 목적 1
- 제 2 절 연구의 범위와 방법 3
- 제 3 절 연구분석의 틀 5
- 제 2 장 도시문화 형성과 민관협력에 관한 이론적 고찰 9
- 제 1 절 도시문화와 옥외광고의 의의 9
- 1. 도시문화의 정의와 특성 9
- 2. 옥외광고의 정의와 특성 14
- 3. 도시문화와 옥외광고의 관계 21
- 제 2 절 민관협력의 배경과 특징 29
- 1. 민관협력의 필요성과 등장배경 31
- 2. 민관협력의 의의와 유형 40
- 3. 민관협력의 장단점 48
- 제 3 장 국내·외 옥외광고 현황 및 제도 54
- 제 1 절 우리나라 옥외광고 현황 및 제도 54
- 1. 우리나라 옥외광고 현황 54
- 2. 우리나라 옥외광고 제도 59
- (1) 법과 제도체계 59
- (2) 관리 및 행정체계 63
- (3) 사업 및 시민참여체계 69
- 제 2 절 외국의 옥외광고 현황 및 제도 74
- 1. 미국의 옥외광고 74
- (1) 법과 제도체계 74
- (2) 관리 및 행정체계 75
- (3) 사업 및 시민참여체계 78
- 2. 유럽의 옥외광고 79
- (1) 법과 제도체계 79
- (2) 관리 및 행정체계 82
- (3) 사업 및 시민참여체계 84
- 3. 일본의 옥외광고 87
- (1) 법과 제도체계 87
- (2) 관리 및 행정체계 89
- (3) 사업 및 시민참여체계 94
- (4) 광역지자체 주관 광고경관시책 94
- 4. 정책적 시사점 98
- 제 3 절 국내 및 외국제도의 비교 101
- 제 4 장 민관협력 유형화에 따른 사례분석 107
- 제 1 절 분석대상 사례의 선정이유 107
- 제 2 절 사례 1 : 서울 청계천 간판정비사업 108
- 1. 사업의 추진배경 108
- 2. 사업의 현황 및 추진과정 109
- 3. 사업참가자의 범위와 역할 113
- 4. 옥외광고디자인 가이드라인 117
- 5. 분석 및 평가 120
- 제 3 절 사례 2 : 부산 광복로 간판개선시범사업 125
- 1. 사업의 추진배경 125
- 2. 사업의 현황 및 추진과정 126
- 3. 사업참가자의 범위와 역할 129
- 4. 옥외광고디자인 가이드라인 133
- 5. 분석 및 평가 137
- 제 4 절 사례 3 : 안양시 간판이 아름다운 거리조성사업 142
- 1. 사업의 추진배경 142
- 2. 사업의 현황 및 추진과정 144
- 3. 사업참가자의 범위와 역할 146
- 4. 옥외광고디자인 가이드라인 151
- 5. 분석 및 평가 154
- 제 5 절 사례 4 : 파주시 간판이 아름다운 거리조성 시범사업 159
- 1. 사업의 추진배경 159
- 2. 사업의 현황 및 추진과정 160
- 3. 사업참가자의 범위와 역할 163
- 4. 옥외광고디자인 가이드라인 167
- 5. 분석 및 평가 169
- 제 6 절 사례 5 : 동탄신도시 아름다운 간판 시범거리 조성사업 173
- 1. 사업의 추진배경 173
- 2. 사업의 현황 및 추진과정 174
- 3. 사업참가자의 범위와 역할 178
- 4. 옥외광고디자인 가이드라인 181
- 5. 분석 및 평가 187
- 제 7 절 요약 및 평가 191
- 1. 요약 191
- 2. 민관협력 유형화 측면에서의 평가 192
- 제 5 장 옥외광고의 민관협력체계에 관한 실증조사 198
- 제 1 절 조사방법 198
- 1. 조사대상 및 절차 198
- 2. 설문의 구성 200
- 3. 분석절차 202
- 제 2 절 조사결과의 해석 203
- 1. 옥외광고와 도시문화 203
- 2. 간판시범거리 조성사업 210
- 3. 민간협력체계의 구축방안 215
- 제 3 절 요약 및 평가 233
- 제 6 장 옥외광고 문화형성을 위한 민관협력체계 구축방안 236
- 제 1 절 민관협력체계 구축방안 236
- 1. 민 협력체계 236
- 2. 관 협력체계 243
- 제 2 절 연구결과의 시사점 및 향후과제 270
- 1. 연구결과의 시사점 및 한계 270
- 2. 향후과제 275
- 참고문헌 277
- 부 록 284
- Abstract 308
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