Analysis on the correlation and strategy between the thumbnail title and the video concept of ChungTV

Abstract

This study deduced the following conclusions by analyzing the thumbnail titles and the video concepts with the highest number of views and likes among the videos of “Chung TV”, which recently brought remarkable results out of the YouTube channels of local governments in Korea. The thumbnail title concept is focused on a specific target group of “public officials” and “Chungju-city.” However, the concept of this video has been diversified by the concept of public officials and, various types and concepts of new people and places. The formal concept in the correlation of each concept does not apply to a specific genre, however, it diversified genres of music video parody, realistic reenactment, real talk interview, Q&A for one person, and freestyle vlog. The concept for a person is expanded to civil servants in Chungju City Hall and other high-ranking civil servants in other areas to resolve complaints and settle curiosity, and the place concept is focused on the real field, but not a fixed location. In conclusion, this study is summarized as a media differentiation strategy for one person which YouTuber “Kim Seon-tae”, who is “A man of Chungju-city public relations”, turns the conservative concept of a civil servant into an interesting concept excluding direct publicity of the traditional local government.