Abstract

YouTube has emerged as one of the most influential new media platforms, forming a distinctive content ecosystem of its own. In this context, national museums and science museums should utilize YouTube not merely as a promotional channel but as a platform for communicating exhibitions, disseminating research outcomes, and strengthening institutional branding. YouTube content is no longer simply a promotional product; it functions as an exhibition and a medium for presenting research achievements in its own right. Furthermore, the impact of content production cannot be achieved in the short term, and the success of a single viral video does not determine the overall performance of a channel. Rather, sustained continuity and diversity of topics grounded in high-quality research constitute the core of a successful content strategy, while responsiveness to current trends should serve only as a complementary element that enhances this foundation.

Biography

· 2024–Present, Curator, Gongju National Museum
· 2019–2024, Curator, Jinju National Museum