• The Journal of the Korea Contents Association
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• v.21 no.8
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• pp.89-107
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• 2021

This study began with the problem of establishing the identity of the region through tourism storytelling and the need for economic and cultural recovery. Thus, we analyze the attributes of tourist-aware tourism storytelling, authenticity through experience in tourist attractions, and structural and causal relationships between behaviors. Studies have shown that the attributes of tourism storytelling's sensibility, educationality, ease of understanding, interest and theme have a significant impact on tourists' authenticity experiences. And it was confirmed that the authenticity experience of tourists has a positive impact on tourists' intentions of visiting and oral intentions. This study is of high academic significance in that it applied the attributes of storytelling, which had been studied in the existing linguistics and humanities, to Namwon, a representative cultural tourist destination in Korea. In addition, in order for Namwon to grow into a global cultural tourist destination, it is necessary to develop tourism storytelling using unique storytelling attributes and local resources, and furthermore, it is meaningful to suggest that various contents and services should be developed.

• Journal of Digital Convergence
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• v.14 no.10
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• pp.119-128
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• 2016

This study is designed with an intention to understand CSR story strategies that the corporates use, focusing on analyzing the method of composition of Hyundai Motor Company's CSR website stories. When analyzing based on interactivity, ease of use, newest, and informativity, interactive dialogue feature was mostly lacking. It is not the most up-to-date data and lacks the newest. However, as sharing information feature was presented, information spread quickly. When applying Greimas' Actantial Model into the 'CSR News' that conveys the news about corporate philanthropic activities, it turned out that the CSR strategies were authenticity, consistency and flexibility. When doing CSR storytelling, a corporate should not only use pre-existing executives and staff members but should use new icons including civic organizations and the youth if possible, and perform its role as a supporter. At the same time, a corporate must build strategical storytelling to the new values and engage in systematic corporate philanthropic activities that meets the need of the time period.

• The Research Journal of the Costume Culture
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• v.30 no.3
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• pp.381-402
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• 2022

This study aimed to identify sub-dimensions of the authenticity and fictionality of a brand story and analyze the effects of authenticity and fictionality on customer-based brand equity. Data were obtained from a group of 213 males and females in their 20s and 30s living in Korea using an online survey institute. Results showed that the authenticity and fictionality of a brand story are composed of reality, excitement, exaggeration, fictional symbolism, influence, sincerity, relativeness, mysteriousness, and unreality. Of these, sincerity, excitement, reality, influence, and mysteriousness had significant effects on brand imagery; sincerity particularly exerted a relatively more substantial influence on brand imagery. Also, influence, mysteriousness, excitement, and relativeness impacted performance positively, and exaggeration impacted performance negatively. This indicated that a well-constructed brand story with authenticity and fictionality had a positive impact on the brand image. Excitement, mysteriousness, reality, relativeness, sincerity, and influence of a brand story had significant effects on brand judgement. In contrast, only excitement and influence positively impacted brand feelings, and unreality had a negative impact on feelings. The exciting and influential brand story impacted brand attitude. Also, brand image and attitude positively impacted sharing and purchase intention, while brand performance did not affect recommendation intention. These findings contribute to identifying a brand story's attributes, authenticity, and fictionality and provide insights for marketers on creating brand stories to increase brand image and attitude and to build customer-based brand equity.

• Korean Journal of Heritage: History & Science
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• v.44 no.1
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• pp.222-243
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• 2011

The article is organized as follows. The first section clarifies research questions, the purpose of the study and the methodology used when researching cultural properties & storytelling marketing of intangible cultural heritages in Korea. The Pimatgol's DNAs are liberated areas of the nation, cooked rice served in soup, a broth to chase a hangover, makgeolli, so forth. The second section deals with methods of study, the literature review consisting of previous research, the author's previous research and the theoretical background of cultural heritage's storytelling marketing. The third section presents select storytelling marketing cases about our regional cultural heritage as well as some foreign cases. The fourth section provides a few examples and cases of cultural heritage about government officials, the 'Pimatgol' peddler, the story of Chunbo and Okseom and the idea for fostering storytelling marketing. The last section concluded the study. The findings support the importance of understanding the characteristics and differences of cultural heritage & storytelling marketing because if the stories are well told, the cultural heritages will be successfully promoted.

• Journal of Christian Education in Korea
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• v.70
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• pp.267-302
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• 2022

Digital transformation, which is accelerating in each area of society due to the COVID-19 pandemic, is also having a profound effect on Christian education. A representative example of digital transformation is the emergence of a digital world called the metaverse. This study understands the metaverse as an expanded space for Christian education and explores digital storytelling as a method for faith formation. It is argued that the characteristics of digital storytelling through metaverse spaces are characterized by interactivity, agency, audiovisuality, sociality, and openness, and that modification through Christian educational frames is necessary in order for this approach to be appropriated to Christian educational practice. To this end, this study examines Anne Wimberly's story-linking approach, and Mary Hess' approach on digital storytelling, which is understood as a way of faith formation for the liberation and Christian vocation through storytelling in a digital space, focusing on authority, authenticity, and agency. It is argued that Christian education on the Metaverse should be a place for change in the Christian life and formation of vocation, and a space where participants' active responses to God's grace be practiced in a digital space in a reciprocal way. This means that learners are encouraged to participate in expressive and relational education that is practiced in the form of play and creation, responding to God's initiative in the metaverse. This study argues that for digital storytelling through the metaverse to become a process of faith formation, it is necessary to connect stories of participants with the story of God's Kingdom in the expanded digital world, aim for a reciprocal space through hospitality and listening, and promote immersive participation and holistic reflection.

• 지역과문화
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• v.6 no.4
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• pp.23-45
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• 2019

The main research is on how to find source stories and develop and utilize content that will properly show the value of Panmunjom and the surrounding DMZ on the Korean Peninsula, which are receiving worldwide attention. Three methods were used as research for the high-end branding of Panmunjom and the surrounding DMZ. The first is the interest of prospective visitors through the travel cycle, using Joseph Campbell's "The Hero's Journey." The second was to incorporate Roland Bart's "third meaning" into the subjective travel and emotional stimulation, which is the trend of modern travel. The third introduced Kevin Lynch's theory and tried to place five elements of the path, edge, district, node and landmark in the core location of Panmunjom. Through the study, the excavation of contents in Panmunjom and the surrounding DMZ needs to be collected to a third meaning using a direct interview method that listens to the stories of related figures as well as organizing historical events. The priority should be given to those over the age of 80 and interviews should be conducted at least three times and over three generations. The process of building it into an archive, selecting a story, and then going through a culture collage and networking and branding takes place in five stages. This can create a virtuous circle of content processing, content utilization, job creation in the region and revitalizing the local economy through discovery of source stories and storytelling. Content development should be able to touch sensibility while saving time, history, place, originality and sincerity. Taking the center between tourism and travel, development and damage concerns, a careful but long-term plan and large-scale discovery of source stories should be made, and a consensus should be formed on the need for proper storytelling.

• Journal of Digital Convergence
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• v.17 no.1
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• pp.295-300
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• 2019

Modern society is the era of convergence, and storytelling requires the necessity of storytelling in which two types of data types, emotional stories and information, are fused. Particularly, in the case of VR contents, the user must directly participate in the content and select the information through the process of freely searching $360^{\circ}$ space, so that the user can interact with the content immediately. Therefore, there is a limit to access to the existing storytelling method, and it is considered that the implementation of 'convergent storytelling' that meets two areas of sensitivity and information is considered to be an urgent genre. In this paper, we focus on the spatial characteristics of VR contents, and then, as a way to effectively implement 'convergent storytelling' in VR contents, We propose a custom system by organizing the type into a circle structure. Based on this, it is expected that the technology will be developed into a research of a personalized system that meets two areas of emotion and information by utilizing the context recognition process for VR content and interaction in the fourth industrial revolution era.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.156-164
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• 2021

Currently, digital restoration has s long way to go. Character restoration is only used as a one-time event to restore the shape of a specific person, and building restoration is only composed of digital modeling rather than using the restored cultural assets as content. There is a limit to restoring even the story of a building or a person with the current restoration method alone. Therefore, this study analyzed the method and process of digital restoration of a 'historical and cultural space' encompassing spaces, people, and events, focusing on relationships. In order to derive digital restoration methods, the case of 'Latelier', an indoor theme park based on Gogh, was analyzed. According to the study, the relationship of the person important for digital restoration is important. Based on Gogh's relationship, the process was formalized in four stages for digital restoration: the preparation stage, the digital archive stage, the DB advancement stage, and the demonstration stage. The restoration of the story of the character through the relationship can be expected to converge the past and the present as a true historical restoration, and through this, it is expected that the innovative development of digital restoration can be achieved.

• The Journal of the Korea Contents Association
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• v.22 no.10
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• pp.132-142
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• 2022

The purpose of this study is to interpret the MCU's universal worldview from the perspective of geometry and to storytell narrative elements with mathematical imagination. For storytelling, data from the Phase 3 series aired from 2016 to 2019 was used. The Phase 3 series stimulates the imagination of the public with the sense of reality shown in the narrative and images based on geometrical theory and various predictions about future technology. Imagination is the driving force for diverse and original thinking about the unexperienced, and the ability to find order in chaos and create new perceptions of matter. The power of imagination is very necessary not only in artistic activities, but also in the scientific field where logic and rationality are important. Bachelard's imagination aims for art, the primitive realm of human beings, and contains sincerity and passion for the wonders of nature and all things. By exploring the MCU's worldview and superhero narrative through geometrical logic and imagination-driven imagery, you can understand the cosmic messages and laws in the film. From a convergence point of view of art and science, various and original techniques based on mathematics and scientific imagination used in MCU video production will help to improve the quality of video analysis.

• Journal of Korea Entertainment Industry Association
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• v.13 no.4
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• pp.131-138
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• 2019

The film enters the color film from black and white, and the screen image changes qualitatively. The color in the film not only has the reproduction function of the restoration object like the objective appearance, but also has the function of conveying different subjective emotions. It can express the color and can't express it. The artistic effect conveys the information content that the story itself can't convey, so the color of the film becomes an important part of the film language. The color in the film is presented on the screen in the form of single-screen color, scene color, full-color color tone, and various color chains designed according to different contradictions and conflicts. Because the film art and art means are assembled by montage, he colors in the picture also form a montage form. People call it "color montage". People's subjective nature of color criticism and acceptance of color language also depend on various local tones. The accurate expression of the relationship, the unique attribute of color determines that the color must enter the structural state in order to express its unique charm. The color of the film only has the real aesthetic value when it enters the level of "color structure". This paper studies the color of Chinese and Western films from the differences between the color thinking of Chinese and Western film directors and the cultural implication of Chinese and Western film colors. The western film director emphasizes the structure of color and pays attention to the use of tonal montage to convey the characters. Emotions reflect the characteristics of a subjective color. Beginning with the "fifth-generation" director of Chinese film, the new journey of film color language has been opened. In the process of blending love and scenery, the film style of "image-in-one" has been achieved.