로컬크리에이터 지원정책의 구조적 영향: 정책 프레이밍과 제도적 동형화를 통해 본 지역문화 주체의 가치 갈등과 정체성 협상

초록

This study analyzes how government support policies for local creators, who have emerged as alternative actors in the local culture amid the crisis of regional decline—structurally affect their activities and identities. It focuses on the tension between the government’s performance-oriented policies and the sociocultural values local creators pursue, while not assuming that economic and cultural values are inherently incompatible. Rather, it examines how these values are hierarchized, negotiated, and reinterpreted within policy instruments. Methodologically, the study adopts a mixed qualitative design, combining a grounded theory analysis of in-depth interviews with nine local creators and a directed qualitative content analysis of policy documents on local creator support programs from 2020 to 2025. Policy documents were analyzed using Entman’s framing functions and DiMaggio and Powell’s three types of institutional isomorphism, while interview data were analyzed using open, axial, and selective coding. The findings show that government policy defines local creators through an entrepreneurial framework as actors who generate economic value, while standardized program requirements and evaluation criteria centered on economic performance create coercive, mimetic, and normative isomorphic pressures. Within this policy environment, local creators experience value conflicts and identity negotiations, in a tug of war with a ready-made frame. Simultaneously, they do not simply conform to institutional pressures but respond through selective acceptance, distancing, reinterpretation, resistance, and the search for alternative paths. This study demonstrates that the local creator support policies operate not only as a mechanism for resource allocation but also as a structural force shaping the values and identities of local cultural actors. It further suggests that such policies should be designed to consider not only economic performance but also the sustainability of local culture, cultural values, and the autonomy of actors

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