Jong-Han Lee
Current Organizations / Institutes
The organizations/institutes from the scholar's latest article
Jong-Han Lee has a total of 53 co-authors. Here are the top co-authors by number of shared publications:
- Abdullah Ansari
Earthquake Monitoring Center, Sultan Qaboos University, Muscat, Oman
5 shared publications - Eunsoo Choi
Department of Civil and Environmental Engineering, Hongik University, Seoul, Republic of Korea
5 shared publications - Ayed Eid Alluqmani
Department of Civil Engineering, Faculty of Engineering, Islamic University of Madinah, Al-Madinah Al-Munawara, Prince Naif Ibn Abdulaziz, Al Jamiah, Medina 42351, Saudi Arabia
3 shared publications Ayed E. Alluqmani
Department of Civil Engineering, Faculty of Engineering, Islamic University of Madinah, Al-Madinah Al-Munawarah, Saudi Arabia
2 shared publications- Nageswara Rao Cheepurupalli
Department of Mining Engineering, Aksum University, Aksum, Ethiopia
2 shared publications - Rajagopalan Sam Rajadurai
Department of Civil Engineering, Daegu University, Gyeongsan 38453, Korea
2 shared publications
Latest Publications
- Open Access
- 3 September 2026
- Published by Springer Nature in Scientific Reports
Seismic vulnerability and sustainable retrofit strategies for traditional masonry heritage buildings in Oman
- 3 September 2026
- Published by Springer Nature in Scientific Reports
Open AccessSeismic vulnerability and sustainable retrofit strategies for traditional masonry heritage buildings in Oman
- 4 August 2026
- Published by Springer Nature in Natural Hazards
- Vol. 122 (16) , 578
Hybrid AI framework for comparative urban seismic vulnerability and risk assessment across multiple cities
- 4 August 2026
- Published by Springer Nature in Natural Hazards
- Vol. 122 (16) , 578
Hybrid AI framework for comparative urban seismic vulnerability and risk assessment across multiple cities
- Open Access
- 29 June 2026
- Published by Springer Nature in Scientific Reports
- Vol. 16 (1)
Integrating analytical solutions and finite element modeling for seismic assessment of tunnel and functional performance in Asian Countries
Tunnels are critical components of transportation infrastructure, particularly in seismically active regions where their performance governs network functionality and resilience. This study presents a unified analytical-numerical framework to evaluate the seismic response, damage behavior, and post-earthquake functionality of tunnels across four regions: Al Sharqiyah (Oman), North Gyeongsang (South Korea), the Himalayan region and Sichuan (China). The methodology integrates analytical solutions with finite element simulations (MIDAS GTS NX software) to capture soil-structure interaction (SSI) effects under varying seismic conditions. Tunnel performance is assessed using deformation parameters, damage index, fragility curves, and functionality indicators such as capacity loss and serviceability reduction. Results show a transition from deformation-controlled behavior in low seismic regions to brittle and fault-driven responses in high seismic zones. Numerical models predict higher deformation demands compared to analytical solutions. The proposed framework enables performance-based tunnel design and supports resilient infrastructure development under diverse seismic environments.
- 29 June 2026
- Published by Springer Nature in Scientific Reports
- Vol. 16 (1)
Open AccessIntegrating analytical solutions and finite element modeling for seismic assessment of tunnel and functional performance in Asian Countries
Tunnels are critical components of transportation infrastructure, particularly in seismically active regions where their performance governs network functionality and resilience. This study presents a unified analytical-numerical framework to evaluate the seismic response, damage behavior, and post-earthquake functionality of tunnels across four regions: Al Sharqiyah (Oman), North Gyeongsang (South Korea), the Himalayan region and Sichuan (China). The methodology integrates analytical solutions with finite element simulations (MIDAS GTS NX software) to capture soil-structure interaction (SSI) effects under varying seismic conditions. Tunnel performance is assessed using deformation parameters, damage index, fragility curves, and functionality indicators such as capacity loss and serviceability reduction. Results show a transition from deformation-controlled behavior in low seismic regions to brittle and fault-driven responses in high seismic zones. Numerical models predict higher deformation demands compared to analytical solutions. The proposed framework enables performance-based tunnel design and supports resilient infrastructure development under diverse seismic environments.
- 15 October 2025
- Published by Elsevier in Applied Thermal Engineering
- Vol. 281
Development and validation of a numerical model for analyzing black ice formation on pavements
- 15 October 2025
- Published by Elsevier in Applied Thermal Engineering
- Vol. 281
Development and validation of a numerical model for analyzing black ice formation on pavements
- Top Cited PapersOpen Access
- 30 August 2025
- Published by Springer Nature in Scientific Reports
- Vol. 15 (1) , 1-30
Integrated GIS-AHP based assessment of earthquake vulnerability and risk for urban residential buildings in Muscat, Sultanate of Oman
This study presents a cutting-edge framework for assessing earthquake vulnerability and risk in residential areas of Al-Seeb, Muscat Governorate (Sultanate of Oman). Drawing upon a rich dataset encompassing seismic, geotechnical, structural, environmental, and socioeconomic parameters, thematic vulnerability maps were developed using a GIS-based analytic hierarchy process (GIS-AHP). These were systematically integrated to produce comprehensive risk matrices. It has been noted that the Rusayl industrial estate emerged as a critical hotspot due to the clustering of industrial facilities and fuel stations near densely populated zones, amplifying hazard proximity. Physical vulnerability patterns largely mirrored geotechnical characteristics but were further shaped by urban density and infrastructure quality. A risk index was derived for each grid cell, enabling the formulation of a detailed microzonation map that categorizes Al-Seeb into five distinct risk zones. Central urban areas like Al-Hail North and segments of Old Al-Khoud plunged within the highest vulnerability category, while parts of Al-Mawaleh North exhibited a blend of high and very high risk, primarily due to aging infrastructure and insufficient retrofitting. Interestingly, Al-Maabilah showed signs of structural resilience, with 60% of buildings experiencing minor damage and only 20% sustaining major impacts. The robust database generated offers critical insights for policymakers, planners, and stakeholders, serving as a strategic tool for informed decision-making. The study’s outcomes align well with Oman Vision 2040 and contribute directly to the goals of sustainable and disaster-resilient urban development outlined in the United Nation’s Sustainable Development Goal (UN-SDG) 11. By embedding these insights into national urban planning and construction policies, the study supports risk-informed development and financial risk reduction for any futuristic projects in the Sultanate of Oman. In response to the shortcomings and delays of previous research, the present study is the first of its kind in the Arabian region, significantly contributing to the establishment of a sustainable and resilient Omani society.
- 30 August 2025
- Published by Springer Nature in Scientific Reports
- Vol. 15 (1) , 1-30
Top Cited PapersOpen AccessIntegrated GIS-AHP based assessment of earthquake vulnerability and risk for urban residential buildings in Muscat, Sultanate of Oman
This study presents a cutting-edge framework for assessing earthquake vulnerability and risk in residential areas of Al-Seeb, Muscat Governorate (Sultanate of Oman). Drawing upon a rich dataset encompassing seismic, geotechnical, structural, environmental, and socioeconomic parameters, thematic vulnerability maps were developed using a GIS-based analytic hierarchy process (GIS-AHP). These were systematically integrated to produce comprehensive risk matrices. It has been noted that the Rusayl industrial estate emerged as a critical hotspot due to the clustering of industrial facilities and fuel stations near densely populated zones, amplifying hazard proximity. Physical vulnerability patterns largely mirrored geotechnical characteristics but were further shaped by urban density and infrastructure quality. A risk index was derived for each grid cell, enabling the formulation of a detailed microzonation map that categorizes Al-Seeb into five distinct risk zones. Central urban areas like Al-Hail North and segments of Old Al-Khoud plunged within the highest vulnerability category, while parts of Al-Mawaleh North exhibited a blend of high and very high risk, primarily due to aging infrastructure and insufficient retrofitting. Interestingly, Al-Maabilah showed signs of structural resilience, with 60% of buildings experiencing minor damage and only 20% sustaining major impacts. The robust database generated offers critical insights for policymakers, planners, and stakeholders, serving as a strategic tool for informed decision-making. The study’s outcomes align well with Oman Vision 2040 and contribute directly to the goals of sustainable and disaster-resilient urban development outlined in the United Nation’s Sustainable Development Goal (UN-SDG) 11. By embedding these insights into national urban planning and construction policies, the study supports risk-informed development and financial risk reduction for any futuristic projects in the Sultanate of Oman. In response to the shortcomings and delays of previous research, the present study is the first of its kind in the Arabian region, significantly contributing to the establishment of a sustainable and resilient Omani society.
- Open Access
- 18 April 2025
- Published by Springer Nature in Scientific Reports
- Vol. 15 (1) , 1-16
Fuzzy synthetic approach for seismic risk assessment of bridges with insights from the 2023 Kahramanmaras Earthquake in Turkiye
This paper leverages data from February 6, 2023, Kahramanmaras (Turkiye) Earthquake (Mw 7.8) to evaluate seismic risk and assess bridge damage through a fuzzy synthetic approach (FSA). A novel hierarchical damage classification framework is introduced, integrating critical factors such as ground conditions, structural characteristics, and seismic intensity. By analyzing data from 331 bridges affected by eight major historical earthquakes, the study underscored the influence of foundation depth, construction quality, and distance to fault rupture on structural resilience. Notably, 65% of damaged bridges were within 40 km of the distance to fault rupture, with oblique span orientations (45° to 65°) showing heightened susceptibility to seismic forces. To enhance resilience against earthquakes, the findings advocated for the adoption of deep foundations, advanced materials, and optimized structural designs. Consistent with field observations, the study reinforces the utility of FSA in enabling informed decision-making for disaster risk mitigation and is also beneficial for future seismic resilience design of bridges.
- 18 April 2025
- Published by Springer Nature in Scientific Reports
- Vol. 15 (1) , 1-16
Open AccessFuzzy synthetic approach for seismic risk assessment of bridges with insights from the 2023 Kahramanmaras Earthquake in Turkiye
This paper leverages data from February 6, 2023, Kahramanmaras (Turkiye) Earthquake (Mw 7.8) to evaluate seismic risk and assess bridge damage through a fuzzy synthetic approach (FSA). A novel hierarchical damage classification framework is introduced, integrating critical factors such as ground conditions, structural characteristics, and seismic intensity. By analyzing data from 331 bridges affected by eight major historical earthquakes, the study underscored the influence of foundation depth, construction quality, and distance to fault rupture on structural resilience. Notably, 65% of damaged bridges were within 40 km of the distance to fault rupture, with oblique span orientations (45° to 65°) showing heightened susceptibility to seismic forces. To enhance resilience against earthquakes, the findings advocated for the adoption of deep foundations, advanced materials, and optimized structural designs. Consistent with field observations, the study reinforces the utility of FSA in enabling informed decision-making for disaster risk mitigation and is also beneficial for future seismic resilience design of bridges.
- Open Access
Development and Performance Evaluation of a Mechanical Connection for Steel and Shape Memory Alloy Bars
Shape memory alloys (SMAs) demonstrate a shape memory effect and superelasticity that can provide recovery performance to structural members. In this study, a round SMA bar was designed to replace the conventional deformed steel bar, particularly within the plastic hinge section of structural members. To integrate the SMA bar and the existing steel bar, a mechanical coupler was proposed by utilizing the advantages of both one-touch and threaded couplers. Uniaxial tensile tests were conducted to analyze the performance of the proposed coupler and the mechanical properties of the SMA–steel connected bar. Stress and strain relationships were examined for steel bars mechanically connected with the SMA bar and for SMA bars before and after exhibiting the shape memory effect. To induce the shape memory effect, SMA should be heated above the finished austenite temperature. Due to the difficulty of accurately measuring strain on the heated bar using traditional contact methods, we employed digital image correlation technology for precise strain measurement of the heated SMA bar. The experimental results indicate the effective application of SMA bars within the plastic hinge region of structural members using the proposed mechanical coupler.
Open AccessDevelopment and Performance Evaluation of a Mechanical Connection for Steel and Shape Memory Alloy Bars
Shape memory alloys (SMAs) demonstrate a shape memory effect and superelasticity that can provide recovery performance to structural members. In this study, a round SMA bar was designed to replace the conventional deformed steel bar, particularly within the plastic hinge section of structural members. To integrate the SMA bar and the existing steel bar, a mechanical coupler was proposed by utilizing the advantages of both one-touch and threaded couplers. Uniaxial tensile tests were conducted to analyze the performance of the proposed coupler and the mechanical properties of the SMA–steel connected bar. Stress and strain relationships were examined for steel bars mechanically connected with the SMA bar and for SMA bars before and after exhibiting the shape memory effect. To induce the shape memory effect, SMA should be heated above the finished austenite temperature. Due to the difficulty of accurately measuring strain on the heated bar using traditional contact methods, we employed digital image correlation technology for precise strain measurement of the heated SMA bar. The experimental results indicate the effective application of SMA bars within the plastic hinge region of structural members using the proposed mechanical coupler.
- 30 June 2022
- Published by Korean Society of Cartoon Animation Studies in Cartoon and Animation Studies
- Vol. 67, 37-61
A Study on the Convergence and Development of Animated Films and Traditional Cultural Innovation -Take the movie White Snake: The Blue Snake for example-
애니메이션 매체는 미디어 시대의 오락 수단중 하나이자 문화를 전파할 수 있는 하나의 방법이다. 현재 미국과 일본의 애니메이션 환경은 여전히 흥행의 강세를 보이고 있다. 중국 애니메이션은 수십 년의 발전 과정에서 중국 애니메이션 시장이 본토 문화에 입각하여 전통 문화를 섭취해야만 더 잘 발전할 수 있다는 것을 증명하였다. 유수의 전통문화는 중화민족의 영혼과 핏줄이며 풍부한 내용을 가지고 있다. 중국이 초기 창작한 작품들은 전통문화를 기반으로 하였다. 하지만 오래가려면 혁신적 발전을 추구한다. 디지털 미디어 언어 환경에서도 디지털 기술의 애니메이션들이 전통문화적 요소들과 융합하여 혁신할 수 있는 길을 모색하며 잘 만들어진 신화 IP를 새롭게 개작한 애니메이션들이 제작되었다. 본 논문에서는 두 가지 문제를 연구하는데 하나는 애니메이션과 전통문화는 어떻게 융합할 것인가? 둘째는 애니메이션과 전통 문화의 혁신 발전의 가능한 경로에 관해 연구한다. 이에 본 논문은 〈백사2: 청사의 시련〉을 중심으로 들어 이야기 제재, 장면 디자인, 캐릭터 이미지 등 세 가지 차원으로 애니메이션이 전통문화와 어떻게 융합하는지 짚어본다. 또한 애니메이션의 각본 개작, 장면의 기술 혁신, 원작 설정의 캐릭터 디자인 돌파, 관객을 흡인하기 위한 공동 마케팅 전략 등의 관점에서 전통문화 혁신 발전의 실행 경로를 분석한다. 현재 중국의 특수효과기술은 아직 완전하지 않기 때문에, 또한 국내 애니메이션 제작의 산업 시스템을 보완하고, 창작에서 문제에 부딪혀 문제를 해결하며, 애니메이션 산업의 발전을 촉진하고, 우수한 전통문화의 혁신과 확산을 촉진한다. 전통 IP 이미지를 과감히 혁신하고, 그 이면에 새로운 문화콘텐츠를 확대하여 전통문화를 담는 동시에 새로운 콘텐츠를 전파하고, 대중의 문화적 자신감과 전통문화에 대한 사랑을 키워야 한다. 결국 중국 국산 애니메이션의 미래는 더 많은 전문 인력이 필요하다고 결론지었다. 중국 전통문화를 잘 설명하면서 새로운 이야기를 탐구하고, 기술로 더 좋은 화면 디테일을 만들어 더 좋은 시청 경험을 선사한다. 고전 IP를 만드는 동시에 대중을 사로잡는 새로운 IP를 출시하여, 문화수출을 잘하여, 애니메이션과 전통문화의 융합을 통한 혁신적 발전을 촉진한다. 끊임없는 혁신의식 속에서 끊임없이 걸음을 옮겨 애니메이션과 전통문화가 융합되는 방식을 찾아야만 중국의 애니메이션 산업이 지속 가능한 발전을 촉진할 수 있다.
- 30 June 2022
- Published by Korean Society of Cartoon Animation Studies in Cartoon and Animation Studies
- Vol. 67, 37-61
A Study on the Convergence and Development of Animated Films and Traditional Cultural Innovation -Take the movie White Snake: The Blue Snake for example-
애니메이션 매체는 미디어 시대의 오락 수단중 하나이자 문화를 전파할 수 있는 하나의 방법이다. 현재 미국과 일본의 애니메이션 환경은 여전히 흥행의 강세를 보이고 있다. 중국 애니메이션은 수십 년의 발전 과정에서 중국 애니메이션 시장이 본토 문화에 입각하여 전통 문화를 섭취해야만 더 잘 발전할 수 있다는 것을 증명하였다. 유수의 전통문화는 중화민족의 영혼과 핏줄이며 풍부한 내용을 가지고 있다. 중국이 초기 창작한 작품들은 전통문화를 기반으로 하였다. 하지만 오래가려면 혁신적 발전을 추구한다. 디지털 미디어 언어 환경에서도 디지털 기술의 애니메이션들이 전통문화적 요소들과 융합하여 혁신할 수 있는 길을 모색하며 잘 만들어진 신화 IP를 새롭게 개작한 애니메이션들이 제작되었다. 본 논문에서는 두 가지 문제를 연구하는데 하나는 애니메이션과 전통문화는 어떻게 융합할 것인가? 둘째는 애니메이션과 전통 문화의 혁신 발전의 가능한 경로에 관해 연구한다. 이에 본 논문은 〈백사2: 청사의 시련〉을 중심으로 들어 이야기 제재, 장면 디자인, 캐릭터 이미지 등 세 가지 차원으로 애니메이션이 전통문화와 어떻게 융합하는지 짚어본다. 또한 애니메이션의 각본 개작, 장면의 기술 혁신, 원작 설정의 캐릭터 디자인 돌파, 관객을 흡인하기 위한 공동 마케팅 전략 등의 관점에서 전통문화 혁신 발전의 실행 경로를 분석한다. 현재 중국의 특수효과기술은 아직 완전하지 않기 때문에, 또한 국내 애니메이션 제작의 산업 시스템을 보완하고, 창작에서 문제에 부딪혀 문제를 해결하며, 애니메이션 산업의 발전을 촉진하고, 우수한 전통문화의 혁신과 확산을 촉진한다. 전통 IP 이미지를 과감히 혁신하고, 그 이면에 새로운 문화콘텐츠를 확대하여 전통문화를 담는 동시에 새로운 콘텐츠를 전파하고, 대중의 문화적 자신감과 전통문화에 대한 사랑을 키워야 한다. 결국 중국 국산 애니메이션의 미래는 더 많은 전문 인력이 필요하다고 결론지었다. 중국 전통문화를 잘 설명하면서 새로운 이야기를 탐구하고, 기술로 더 좋은 화면 디테일을 만들어 더 좋은 시청 경험을 선사한다. 고전 IP를 만드는 동시에 대중을 사로잡는 새로운 IP를 출시하여, 문화수출을 잘하여, 애니메이션과 전통문화의 융합을 통한 혁신적 발전을 촉진한다. 끊임없는 혁신의식 속에서 끊임없이 걸음을 옮겨 애니메이션과 전통문화가 융합되는 방식을 찾아야만 중국의 애니메이션 산업이 지속 가능한 발전을 촉진할 수 있다.
- Open Access
- 1 January 2022
- Published by Walter de Gruyter GmbH in REVIEWS ON ADVANCED MATERIALS SCIENCE
- Vol. 61 (1) , 977-996
Displacement recovery and energy dissipation of crimped NiTi SMA fibers during cyclic pullout tests
This study examines the cyclic pullout behavior of two types of cold-drawn NiTi shape memory alloy fibers, such as paddled and crimped fibers. For this, two diameters of 1.0 and 0.7 mm are considered. The experimental cyclic pullout results show that the deep crimped fibers produce a higher maximum pullout resistance than the shallow crimped fibers. When heated, the shallow crimped fiber increases the diameter more significantly than the deep crimped fiber, whereas the fiber wave depth decreases more than the deep crimped fiber. Thus, the maximum pullout resistance increases for the heated shallow crimped fiber and decreases for the heated deep crimped fiber. The displacement recovery ratio (DRR) reduction with an increasing slip is significant for the fiber with a low anchoring bond. The high anchoring bond fiber also introduces a higher average DRR than the fiber with a relatively low anchoring bond. Under heating treatment, the average DRR increases due to the prestressing in the fiber due to the shape memory effect. However, the anchoring bond of the fiber is enough to produce prestressing in the fiber. The anchoring bond of the fiber and the prestressing also influence the energy dissipation (ED). The higher anchoring bond results in a higher ED value, and the prestressing in the fiber contributes more to the increased ED values.
- 1 January 2022
- Published by Walter de Gruyter GmbH in REVIEWS ON ADVANCED MATERIALS SCIENCE
- Vol. 61 (1) , 977-996
Open AccessDisplacement recovery and energy dissipation of crimped NiTi SMA fibers during cyclic pullout tests
This study examines the cyclic pullout behavior of two types of cold-drawn NiTi shape memory alloy fibers, such as paddled and crimped fibers. For this, two diameters of 1.0 and 0.7 mm are considered. The experimental cyclic pullout results show that the deep crimped fibers produce a higher maximum pullout resistance than the shallow crimped fibers. When heated, the shallow crimped fiber increases the diameter more significantly than the deep crimped fiber, whereas the fiber wave depth decreases more than the deep crimped fiber. Thus, the maximum pullout resistance increases for the heated shallow crimped fiber and decreases for the heated deep crimped fiber. The displacement recovery ratio (DRR) reduction with an increasing slip is significant for the fiber with a low anchoring bond. The high anchoring bond fiber also introduces a higher average DRR than the fiber with a relatively low anchoring bond. Under heating treatment, the average DRR increases due to the prestressing in the fiber due to the shape memory effect. However, the anchoring bond of the fiber is enough to produce prestressing in the fiber. The anchoring bond of the fiber and the prestressing also influence the energy dissipation (ED). The higher anchoring bond results in a higher ED value, and the prestressing in the fiber contributes more to the increased ED values.
- 31 December 2021
- Published by The Animation Society of Korea in The Korean Journal of animation
- Vol. 17 (4) , 96-114
Research on the Communication Strategy of Traditional Cultural IP in the Digital Age : Taking Dunhuang IP as an Example
오늘날 국제 경쟁은 갈수록 문화 소프트파워의 경쟁으로 표현되고 있으며, 광범위한 영향력을 가진 국가의 문화 기호는 그 나라의 문화 소프트파워를 측정하는 중요한 지표이다. 중국은 5,000년의 역사를 가진 국가로서 오늘날의 상업과 문화 경쟁에서 우수한 전통 문화는 국가 문화 상징을 만들기 위한 가장 중요한 문화자원이어야 한다. 중국 전통문화 IP는 중국의 정신과 가치를 깊이 담고 있으며, 디지털 시대에 어떻게 발굴하고 개발하여 국가의 이미지 구축과 전파의 문화 상징으로 자리매김할 수 있는지, 독특한 동양문화의 매력으로 세계적으로 영향을 미쳐 글로벌 문화 가치의 융합 및 문화산업의 발전에 기여할 수 있는지 고민해볼 필요가 있다. 2천 년이 넘는 역사를 가진 둔황(敦煌)은 수많은 전통문화 자원을 보유하고 있을 뿐만 아니라 다양한 미디어와 신기술을 활용하여 디지털화의 실천과 브랜드 간의 협력을 수행하면서 점차 젊은이들에게 사랑을 받는 대표적인 전통문화 IP로 자리매김하고 있다. 현재 일부 IP는 내용보다 형식, 동질화 문제, 혁신의 결핍 등 문제가 발생하고 있다. 둔황IP는 애니메이션에서 상호작용으로, 문화에서 게임으로, 문화에서 소비로의 성공적인 IP 브랜드를 탐색하고 구축하기 위해 전문적인 비즈니스 팀과 협력하였다. 본 연구는 둔황의 문화 분체를 기반으로 둔황 문화 IP의 구성 모델을 분석하고, 디지털 시대의 맥락에서 전통문화 IP의 확산 전략을 합리화하기 위한 제안을 제시한다. 디지털 시대의 전통문화 IP의 확산이 젊은 청중을 대상으로 하고, 합력 운영에 중점을 두고, 좋은 콘텐츠를 만들고, 새로운 기술과 결합하고, 전파 형식을 혁신하고, 전통문화의 강정적 가치에 대한 호소를 발굴하고, 전통문화 IP의 문화적 가치와 상업적 가치를 균형 있게 유지하여 전통문화의 영향력을 높여야 한다고 제안하였다.
- 31 December 2021
- Published by The Animation Society of Korea in The Korean Journal of animation
- Vol. 17 (4) , 96-114
Research on the Communication Strategy of Traditional Cultural IP in the Digital Age : Taking Dunhuang IP as an Example
오늘날 국제 경쟁은 갈수록 문화 소프트파워의 경쟁으로 표현되고 있으며, 광범위한 영향력을 가진 국가의 문화 기호는 그 나라의 문화 소프트파워를 측정하는 중요한 지표이다. 중국은 5,000년의 역사를 가진 국가로서 오늘날의 상업과 문화 경쟁에서 우수한 전통 문화는 국가 문화 상징을 만들기 위한 가장 중요한 문화자원이어야 한다. 중국 전통문화 IP는 중국의 정신과 가치를 깊이 담고 있으며, 디지털 시대에 어떻게 발굴하고 개발하여 국가의 이미지 구축과 전파의 문화 상징으로 자리매김할 수 있는지, 독특한 동양문화의 매력으로 세계적으로 영향을 미쳐 글로벌 문화 가치의 융합 및 문화산업의 발전에 기여할 수 있는지 고민해볼 필요가 있다. 2천 년이 넘는 역사를 가진 둔황(敦煌)은 수많은 전통문화 자원을 보유하고 있을 뿐만 아니라 다양한 미디어와 신기술을 활용하여 디지털화의 실천과 브랜드 간의 협력을 수행하면서 점차 젊은이들에게 사랑을 받는 대표적인 전통문화 IP로 자리매김하고 있다. 현재 일부 IP는 내용보다 형식, 동질화 문제, 혁신의 결핍 등 문제가 발생하고 있다. 둔황IP는 애니메이션에서 상호작용으로, 문화에서 게임으로, 문화에서 소비로의 성공적인 IP 브랜드를 탐색하고 구축하기 위해 전문적인 비즈니스 팀과 협력하였다. 본 연구는 둔황의 문화 분체를 기반으로 둔황 문화 IP의 구성 모델을 분석하고, 디지털 시대의 맥락에서 전통문화 IP의 확산 전략을 합리화하기 위한 제안을 제시한다. 디지털 시대의 전통문화 IP의 확산이 젊은 청중을 대상으로 하고, 합력 운영에 중점을 두고, 좋은 콘텐츠를 만들고, 새로운 기술과 결합하고, 전파 형식을 혁신하고, 전통문화의 강정적 가치에 대한 호소를 발굴하고, 전통문화 IP의 문화적 가치와 상업적 가치를 균형 있게 유지하여 전통문화의 영향력을 높여야 한다고 제안하였다.