총론 : 문화콘텐츠 브랜드화의 의의 가. 인문학에서 문화콘텐츠로 ···································································· 10 나. 지역사와 도시민속 재가공의 의의 : 박제된 역사와 도시민속의 거부 14 다. 도시 브랜드의 개발 ············································································ 15 제1부 : 문화자원의 재발견과 재구축 제1장. 지역사 ··············································································· 20 1절. 지역사의 유통과 가공 ································································ 20 가. 지역사의 유통 및 소비의 현 단계 ·············································· 20 나. 체험사와 구술사의 원용 ······························································ 29 2절. 문화콘텐츠 자원의 재구축 ························································· 33 가. 전승과 변용의 역사 ····································································· 37 나. 개항과 근대문물 수용의 역사 ····················································· 42 다. 일제시대의 문화접변의 역사 ······················································· 45 라. 6·25동란기 도시민의 삶의 역사 ·················································· 54 제2장. 도시민속 ············································································ 58 1절. 도시민속의 파악과 재발견 ························································· 58 가. 도시민속의 정의 ··········································································· 58 나. 도시민속의 사회문화적 의미 ························································ 60 다. 도시민속의 민중성과 일상성 ························································ 64 라. '전승'과 '혼종'의 이중성 ···························································· 68 2절. 도시민속 자원의 재구축 ····························································· 71 가. 지역 커뮤니티의 변화와 결사체 ·················································· 71 나. 일생 의례의 변화와 신풍속의 탄생 ············································· 75 다. 공동체 신앙의 약화와 점복․주술의 번성 ·································· 86 라. 도시민의 여가생활과 대중적 관광의 소비 ·································· 90 제2부 : 문화콘텐츠자원 발굴 제1장. 지역사 ··············································································· 98 1절. 탈/민족주의를 담은 지역사 문화콘텐츠 ···································· 98 가. 임진왜란의 격전지 동래읍성 ························································ 98 나. 일제로부터의 근대와 수탈 : 관부연락선 ··································· 102 2절. 감각과 정체성의 지역사 문화콘텐츠 ······································· 109 가. 부산역에서의 이산과 재회 ························································· 109 나. 민주화운동 ·················································································· 114 제2장. 도시민속 ·········································································· 116 1절. 추억과 교훈을 주는 도시민속 문화콘텐츠 : 산비탈의 달동네 116 가. 콘텐츠 포인트 ··········································································· 116 나. 콘텐츠 자원 ················································································ 121 2절. 희망과 체험을 주는 도시민속 문화콘텐츠 : ‘달집태우기’와 대보름 세시풍속의 재구축 ································· 124 가. 콘텐츠 포인트 ············································································ 124 나. 콘텐츠 자원 - 낙동문화원의 달맞이 행사의 사례 ··················· 128 3절. 볼 거리와 정체성을 주는 도시민속 문화콘텐츠 : 축제 콘텐츠로서 별신굿(풍어제) ·············································· 130 가. 콘텐츠 포인트 ············································································ 130 나. 콘텐츠 자원 ················································································ 134 제3부 : 문화콘텐츠의 기획과 제작 제1장. 문화콘텐츠의 기획 ························································ 138 1절. 문화콘텐츠 기획의 단계 ·························································· 138 2절. 문화콘텐츠 기획의 종류 ·························································· 139 가. 캐릭터 제작 ················································································ 139 나. 내러티브 제작 ············································································ 139 다. 이벤트(축제) 창출 ······································································ 145 라. 다매체 활용 ················································································ 146 마. 기념사업 ····················································································· 147 바. 문화산업 ····················································································· 147 제2장. 지역사의 문화콘텐츠화 ················································· 149 1절. 지역사 콘텐츠 ·········································································· 149 가. 임진왜란 브랜드 ········································································· 149 나. 근대기 문명 브랜드 ·································································· 149 다. 피난기 브랜드 ··········································································· 150 2절. 지역사의 문화콘텐츠화 ··························································· 150 가. 임진왜란 ···················································································· 150 나. 근대기 문명 ·············································································· 161 다. 피난 시절 ·················································································· 178 제3장. 도시민속 1절. 도시민속 베스트 3 ·································································· 187 가. 달동네와 골목길 브랜드 ··························································· 187 나. 달맞이와 달집태우기 브랜드 ···················································· 187 다. 별신굿 브랜드 ··········································································· 188 2절. 도시민속 문화콘텐츠 ······························································ 189 가. 달동네와 골목길 ······································································· 189 나. 달맞이와 달집태우기 ································································ 199 다. 별신굿 브랜드 ··········································································· 205 제4부 결론 : 도시브랜드 전략 제1장. 잠재태를 현실태로 ························································212 제2장. 도시브랜드의 선정 ·······················································214 제3장. 지역사와 도시민속 콘텐츠 ···········································219 제4장. 부산의 브랜드와 도시문화 발전 ·································224