• Journal of Korea Entertainment Industry Association
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• v.14 no.3
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• pp.211-227
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• 2020

This study intends to analyze the storytelling strategy of EBS's YouTube channel , which has been creating a remarkable cultural phenomenon since April 2019, and to examine the potential for its transition to transmedia franchise. Based on Henry Jenkins'seven principles of transmedia storytelling, shows satisfactory relevance in all but 'multiplicity'out of the 10 capacities consisting of the principles. In particular, was found excellent in terms of core capacities such as 'spreadability', 'immersion', 'worldbuilding', 'continuity', 'drillability' and 'performance'. In addition, critical discourse analysis(CDA) in sociocultural practice dimension of the keywords of the related news articles has discovered that is strongly linked to the following five values: 'social integration', 'resistance against authoritarianism', 'self-dignity and reasonable individualism', 'gender neutrality' and 'ecologism', indicating the reason why the work has been able to resonate so extraordinarily with participants across all generations. By answering the two chosen research questions, this study has proved that has high potential to be successful in evolving into transmedia franchise, while keeping building a new realm of edutainment storytelling by cleverly exploiting EBS's unique identity as a public education broadcaster. is viewed as an exceptional property capable of advancing transmedia storytelling in the local market; thus, productive arguments and contemplation over its evolution in storytelling needs to continue so that it can maintain a long-lasting positive influence.

• 지역과문화
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• v.7 no.3
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• pp.49-79
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• 2020

This study focuses on the analyzing historical and cultural resources formed during the Goryeo, Chosun, and Anti-Japanese Movement periods after the Silla period with the aim of finding ways to utilize its cultural contents. The viewpoint of analysis was made from the perspective of exchange, naturalization, and faith, and the following conclusions were obtained from the analysis. First of all, from the exchange perspective, the activities of Choi Chi-won, Seogyu, and Song Young-gu contributed to the formation of regional historical and cultural contents, such as leaving a lot of ruins or geographic stories in the area and a heritage of good human exchange. From the point of view of naturalization, Du Kyung-ryeong, Cheon Man-ri, and Jeong Yul-seong contributed to the history and culture of the story and the formation of heritage by doing such as contributing activities to the war, anti-Japanese movement for the nation, and the formation of the nation. The most representative from a religious point of view is the Guan Yu faith, which has become a faith believed by the authorities and civilian as a brave longevity and a symbol of the victory of war. The related symbols, paintings, etc. also are objects of worship and have become valuable local Chinese cultural resources as artistic values. Therefore, from a cultural point of view, there is a need to further develop and utilize these China-related historical and cultural resources as good cultural contents by elaborating their stories and local festivals, book culture branding, international music festivals, and exploring various cultures such as Chinese tour courses.

• 지역과문화
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• v.6 no.3
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• pp.1-28
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• 2019

These days sex has become a tool of interest, a constant stream of sex crimes occurs and it brings the age of population cliffs to an age of low birth rates. As an alternative to overcome these problems, we should establish the praying for a child, which has been our ancestors' way of life, as a sacred culture that holds the mystery of life-birth with a new awareness. Therefore, the purpose of this study is not to re-enact the Zhaungam area as a fun and interesting place, but as a sacred place to pray for the nobility, longevity and wealth of life. Based on the spirit of natural love, meeting, healing, and love based on the spirit of traditional culture, Doridori was chosen as the main theme of the project based on the spirit of natural love and life-respect, and the name "Doridori Secret Garden" was given out of 10 medals in Dandong for tourism storytelling. Cultural content becomes a marketing tool for the region and acts as a force for tourists to visit the area. In this context, it was confirmed that the creation of "Doridori Secret Garden" could lead to a high value-added industry that attracts tourists by enhancing the brand value of Andong and showing sufficient significance to become a new attraction. This study is intended to re-create the Zhaungam area as a sacred place to pray for the nobility of life and longevity and wealth of life, noting that people still pray for the birth of their children in Zhaungam and Zhagungam.