2.
Wimmer, R.D., Dominick, J.R., Mass Media Research, 유재천, 김동규
공역, 『매스미디어 조사방법론』, 나남출판사, 1995,
ABSTRACT
A Case Study on the management of singers
This research is that analyzes organization systems and management strategies of management corporations, by being base on business administration thoery, to know how star singers are made in market of the general public music. Analyzed objects , singers from the first to the tenth rank in market of the general public music, are selected by being based on amount of record sale from january until December in 1999, and 8 management companies that they belong to are investigated as the chief aim, .
The research assignments are as follow.
Assignment 1. How are the structures of organizations of singer management corporation?
1) How specificity do forms of their organizations have?
2) How are their personnel management methods?
Assignment 2. What management strategies are used in the management of the general public music?
1) For producing stars, what product strategies are executed?
2) For stars of pubulic relations, what kind of promotion strategy do they use?
3) How do they do for the risk management of singers in their company?
As a result of analyzing the structures of organizations, management corporations' organizations have a systematic specificity that that they are failed or not in this field will be decided by that they have stars. And extention of organization is becoming the prime power to let a management corporation get forces against the outside. Personnel management method is mainly accomplished by recommendations and how much familiar, however engagement of management is also together used.
As a result of analizing the strategies of management, a market afractionationity strategy, a product differentiationity strategy, and a mysticism strategy are used as a product strategy. For stars of pubulic relations, reprentative method is public relations of speech as the promotion strategy, but actually managers contact reporters and P.D.s for public relations due to unfaithful information to report. As public relations is getting prevalent by PC communication, if classified communication of public relations by patterns, there are introdutions of music, a scheduale guidance, a fan club guide, information collection opeing to the public in every madium, and so on. there are greatly a scandal, a degeneration of commercialization, a militery service problem, piracy as the problems of the risk management of singer. On the contrary a scandal in those is used as a roll to make singers' images, but degeneration of commercialization causes dismantlement as a strategy. There are two ways to use millitery service problem. one of them is to get postphonement, and the other is the way to let a masculine image be belonged to them. To solve a piracy problem, one of the most immoral risk, it is revealed that they use extremely different two strategy doing active explanation or not any more correspondence.