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지방자치단체 캐릭터의 트랜스미디어 스토리텔링 전략 연구

A Study on Transmedia Storytelling Strategy of Local Government Character

  • 김숭현 (경희대학교 디지털콘텐츠학과)
  • 투고 : 2021.09.10
  • 심사 : 2021.12.20
  • 발행 : 2021.12.28

초록

지방자치단체 캐릭터는 정부와 공공기관의 지원에 힘입어 많은 양적 성장을 이루었다. 하지만 그에 비해 캐릭터를 활용한 지역 정체성 강화 및 지역경제 활성화 같은 성공사례는 매우 부족하다. 본 논문은 이러한 지방자치단체 캐릭터의 문제를 해결하려는 방안으로 트랜스미디어 스토리텔링 전략을 제시한다. 이를 위해 현재 지방자치단체 캐릭터의 문제점을 파악하고, 트랜스미디어 콘텐츠의 특성과 구성요소, 트랜스미디어 스토리텔링 원칙에 대한 선행 연구를 종합적으로 분석하여 현재 한국 지방자치단체 캐릭터의 활성화를 위한 전략과 기대효과를 도출했다. 지방자치단체 캐릭터의 트랜스미디어 전략은 지역 고유의 스토리 개발을 통해 지역의 정체성을 확립하는 1단계, 다양한 개별 미디어 플랫폼에 맞는 캐릭터 디자인 리뉴얼로 조형성을 개선하는 2단계, 그리고 마지막으로 개발 주체와 대중의 소통 및 참여를 바탕으로 하는 상호작용성 확장을 통한 활용성 제고의 3단계로 구성된다고 할 수 있다. 본 논문은 브랜드 마케팅 관점에서 지방자치단체 캐릭터의 활성화를 위한 트랜스미디어 스토리텔링 전략을 도출했다는 의의가 있다. 본 연구의 결론을 바탕으로 지방자치단체 캐릭터의 구체적인 사례에 적용하는 후속 연구의 필요성이 대두된다.

With the support of the government and public institutions, local government characters achieved a lot of quantitative growth. However, there are very few successful cases such as strengthening local identity and revitalizing the local economy using characters. This paper presents a transmedia storytelling strategy as a way to solve the problem of local government characters. To do so, I identify the problems of the current local government characters, and analyze the preceding studies on the features and components of transmedia contents, and the principles of transmedia storytelling, to develop strategies and yielded the expected effect. The transmedia strategy of local government characters consists of a total of three stages. In the first step, the local identity is established through the development of a unique story to the region. The second step, improve attractivity by renewing character design for various individual media platforms. And lastly the third step, enhance usability by expanding interactivity based on communication and participation of development actors and the public. This paper is meaningful in that it derives a transmedia storytelling strategy from the perspective of brand marketing as a way to revitalize local government characters. Based on the conclusions drawn from this study, a follow-up study is needed to apply it to specific cases of local government characters.

키워드

참고문헌

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