• Smart Media Journal
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• v.6 no.4
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• pp.88-93
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• 2017

The story of "A Tale of the Conquest over a Big Enemy from an Underground Nation" is a story that is distributed all over the world. This familiar narrative structure can be accepted without great objection even in places with different cultures. In case of storytelling with the elements extracted from the narrative according to the previous research, storytelling of the picture book was carried out using the element and structure of the narrative. One of the ways to content the story is called a re-writing. In this paper, we divided the components of picture book into literary subjects, plots, characters, and backgrounds. "A Tale of the Conquest over a Big Enemy from an Underground Nation" is analyzed in the same way. And presented storytelling of the picture book.

• Smart Media Journal
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• v.5 no.2
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• pp.59-64
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• 2016

Storytelling techniques have been using for utilizing in various fields such as education, marketing and so on. In creative content sector, especially, the amount of creating the a newly story content from existing oral tales which are short and quite hard to understand the context has been increased. However, there are some limitations for creating the ideas of the story according to the expansion of the stories while the approach for new adaptation of existing stories is quite challenging. In this paper, therefore, we described the preliminary steps of text analysis and object extraction method for story development which can be applied to the storytelling authoring supported software.

• The Journal of the Convergence on Culture Technology
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• v.10 no.2
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• pp.81-90
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• 2024

The purpose of this study is to examine the possibility of combining DOOH advertising, which has fully met the functional requirements of a standalone digital medium, with transmedia storytelling as a expansion of a new advertising area. This researcher examined the concept of transmedia storytelling used in various fields and its application cases in dramas, movies, and webtoons, and analyzed examples of transmedia storytelling approaches in the field of advertising. As a result of the analysis, it was analyzed that although OOH advertising has brought many changes in the way of content implementation with the advent of digital signage, DOOH advertising needs to be approached in a more diverse way in a situation where the boundaries that were considered to be the unique domain of each content are blurring. In particular, it has been analyzed that it can not only fulfill its role as an independent medium but also expand the scope of DOOH advertising by combining it with transmedia storytelling enthusiasts. These results suggest the need to incorporate DOOH advertising with transmedia storytelling strategies.

• Journal of Information Technology Applications and Management
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• v.27 no.5
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• pp.69-80
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• 2020

Recently, luxury brands are selling their products to consumers using their own direct online channels. In the online channel, marketing strategy through storytelling is needed because consumers do not have enough product experience. Therefore, luxury brands are actively utilizing social media and delivering stories includes their birth and growth. Unlike mass media, social media communicates with consumers more quickly and frequently and delivers the story of brand naturally. This study classifies luxury brands into four groups based on story recognition of luxury brands and self-esteem, and analyzes and materializes each group of the propensities of luxury brand consumption. It also tries to draw strategic implications for effective SNS advertising by analyzing narrative transportation on SNS advertising, interests in videos, and the interests in story based on these typified groups of luxury consumption. The result of the analysis shows that there is a difference in consumption propensity among consumers who were classified into four groups according to story cognition of luxury brands and self-esteem. There is also a difference in the response to narrative images through SNSs, such as narrative transportation, interests in videos, and interests in brand stories.

• The Journal of the Korea Contents Association
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• v.16 no.11
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• pp.29-37
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• 2016

With the emergence of SNS, TV, newspapers and radio, which are one-way communication media, have become less important. Therefore social networking enables social networking beyond the constraints of time and space, and communication and emotional communication required for social relations have emerged as a factor in the importance of social media. Social media, which is based on rapid connectivity and scalability, is an medium of expression that is advantageous for companies and consumers to communicate more easily than traditional advertising media. Advertising can form a consensus that consumers and companies can create an atmosphere of friendly conversation because of the social media that has the efficiency of communication. This study compares two ads. One is the advertisement of 'Bear and Hare', an animation of John Lewis department store in the UK, where a new form of advertising marketing strategy is fused with emotional storytelling and social media. The second is an advertisement of LG, 'I love you LG' to be. Social media should be remembered as a warm and loving company in the heart of customers through open communication with customers, rather than companies that pursue merit profits by using social media ads as a medium of emotional transmission to consumers. It is a study on useful advertising strategy that can pursue the sales of the company at the same time.

• Journal of Korea Game Society
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• v.21 no.2
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• pp.151-160
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• 2021

Alternate reality games (ARGs) are a game genre with characteristics that can lead to changes in current integrated media environments. While technical combinations are being pursued as diverse media are utilized based on formative aspects, the representative, narrative combination of the real and the virtual is a convergent factor in narrative structures. Through perspectives that perceive transmedia storytelling-which has brought convergence to communication among gamers-as having a structure and utility that can outclass previous game forms, this study focuses on ARGs, which have features that converge reality and virtual reality. Further, the study reveals the structure and utility of that system. This study sheds light convergent storytelling, which is in demand in the transmedia age, and which will serve as a significant investigation with regard to social perceptions of future games and changes in game form.

• Journal of Popular Narrative
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• v.27 no.2
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• pp.107-142
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• 2021

Emergence of new media platform had changed relationship between the broadcaster and the viewer, which used to form 'performer-audience' structure. This research has focused on the transition of 'streamer-viewer' role in single-media broadcasting, such as Youtube or Twitch, and identify how they progress group storytelling as a team. Walter Benjam and Leslie Marmon Silko's notion of 'story and storyteller' and Erving Goffman's 'social role theory' was used to define participants' role in new media broadcasting. channel, on Youtube, was selected and analyzed as example case. The domain of 'front stage' was broadened in recorded contents comparing to live streaming. The audience of live streaming is included to the front stage during the expansion. The role of streamer, game participant, and live stream contents viewer is also adjusted during the change, which leads to group-creation of the contents. Streamer plays a role of main-storyteller and suggest identity of the community. Game participants work as sub-storyteller, filling in the blank space in game storytelling and making it sophisticated. They also perform based on community's identity, which streamer has built in advance. Lastly, live steam viewers are intermittent sub-storyteller, which seldom add up the narrative. Though, their main role is to preserve identity of game broadcasting community by reacting according to community's identity. As a result, the game broadcasting narrative is developed by combining and adding up pieces of story made in different level and role of participants. The research redefine the role of viewer and storytelling method in new media, especially in single-person broadcasting. Considering the rapid shift in recent media and contents, a new approach to the streamer-veiwer role and group storytelling of this research can be one of the new method to analyze contents produced in new media, such as Youtube.

• Journal of Information Technology Applications and Management
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• v.26 no.3
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• pp.121-134
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• 2019

The Fourth Industrial Revolution has differentiated technologies such as artificial intelligence, IoT(Internet of things), big data, and mobile. As the civilization develops more and more, humanity enjoy the cultural activities more than economic activity for the food and shelter. The platform structure based on the advanced information technology of the present will expand the cultural contents area in a variety of ways. Cultural contents respond sensitively to changes in consumer and will be useful experiences of human activities. Therefore, it should be noted again that the contents industry should not be limited to the discussion of the application of the fourth technology, but should be produced with emphasis on useful experiences of human being. In other words, the discussion of human activities around cultural contents should be focused on how to apply beyond the use of fourth industrial technology. Therefore, it is necessary to analyze the basis of the successful storytelling of the planning stage to connect the fourth industrial technology and human useful experience as a method for developing cultural contents, and to build and propose a model as a strategic method. This study analyzes domestic and foreign cases made by using big data among the visual contents which show continuous increase of consumption among culture industry field, and draws success factors and limit points. Next, we extract what is the successful matching factor that influenced consumer 's consciousness, and find out that the structure of culture prototype has been applied in the long history of mankind, and presents it as a storytelling model. Through the above research, this study aims to present a new interpretation and creative activity of cultural contents by presenting a storytelling model as a methodology for connecting creative knowledge, away from the general interpretation of social phenomenon applied with big data.

• Journal of Agricultural Extension & Community Development
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• v.18 no.4
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• pp.1051-1083
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• 2011

One of the significant element of industrialization is the marketing mixed by advertisement. This paper concerns itself with two key methodological issues that have arisen during the marketing communication research. First, it examines BTL media, appeal type and executive type for interpersonal communication. The second part of the paper argues that story have an effect on making relationship between a consumer and a producer as storytelling producer's history, story of experiences of user, episode and so on. In this paper we developed contents of advertising for pine nut in Hong Cheon using the storytelling marketing communication strategy.

• Journal of Korean Home Economics Education Association
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• v.23 no.1
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• pp.143-157
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• 2011

It is a story through which people share their ideas and express their thoughts. Storytelling is temporally and spatially interconnected narration that consists of characters, background, its beginning and its conclusion. Furthermore, the story in storytelling is a means of delivering culture and history; thanks to the development of various media, delivering and exchanging the story are conducted in a variety of forms. Due to the technological advancement, the way storytelling is done has changed, which was a method called digital storytelling. This storytelling has been frequently used in education; that is, teachers utilize stories to communicate their thoughts. As receivers, students understand a shade of meaning and the role of language, thus reorganizing the important factors in the context of meaningful events. However, in practice the classes are so teacher-centered that the role of students are relegated to that of passive learners, thus debilitating the interaction between participants; as a result, this situation shows serious limitations in that it does not improve students' practical skills. Despite this situation, home economics has attempted to broaden students' practical knowledge and has enabled them to acquire procedural knowledge as its main objectives in the context of the entire life. To overcome this problem, this study attempts to demonstrate the lesson model utilizing the storytelling where the lively participation in the process and results of learning can increase learners' self-confidence and responsibility. This lesson model is believed to facilitate the communication among participants including teachers and students. Through this alternative teaching method, learners can participate in the process of learning so that they can acquire practical knowledge: this method can be a step-stone for further development. In conclusion, the development of curriculum and lesson plans should be encouraged.