• Cartoon and Animation Studies
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• s.48
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• pp.217-247
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• 2017

A brand webtoon is the webtoon to be planned for advertising. It can be appealed like a webtoon, so recently it becomes popular as one of brand storytelling contents. This study looked at the fact that the webcomic artists have released webtoons having apparent style as a series for many years in the online portal site have published multiple brand webtoons. And it analyzed the expression, narrative structure, and character being shared between their webtoon and brand webtoons. Through this analysis, we can look a spin-off phenomenon between their webtoon and brand webtoons. The spin-off phenomenon means a making the other stories basis on character or situation of drama, movie, novel and etc that have already published, like a supplementary story. And we can recognize a spin-off phenomenon in these cases that have the same story style what make an emotion like the genre, concept, world concept, expression style, narrative structure or use the same characters. For this study, It analyzed Kwak baek soo's and 5 brand webtoons including on Naver, Kim yang soo's and 3 brand webtoons on Naver, Kim Jin's and 2 brand webtoons on Naver, and Petermon's and 1 brand webtoon on Daum. And It analyzed how the readers have accepted it through making a comparison between number of recommendations and reply of brand webtoon and the original webtoon in the same esason. This research will be helpful for study about brand webtoon storytelling and also webtoon storytelling through analyzing how the expression and narrative structure of webtoon are adapted to brand webtoon and get likability.

• Journal of Digital Contents Society
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• v.18 no.2
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• pp.293-301
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• 2017

This study collects 112 webtoon advertisements by Google extended search to reveal the narratives of webtoon in persuasive communication context. The results of content analysis are as follows. First, product categories are found relatively more in number such as content and game, cosmetics, public service announcement than other products. Second, the number of webtoon advertisements has increased these seven years; rather drastic increase is found in 2013. Third, as for the origin, brand webtoon is the largest number of all types. Fourth, there is a significant difference between public interest products and commercial products in absurdity advertising number. Commercial products use a variety of genres such as romance, drama, everyday life, including absurdity, while public interest products focus mainly on everyday life.

• Cartoon and Animation Studies
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• s.47
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• pp.193-215
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• 2017

This study has researched that tempo is an element influencing the fun of narrative webtoon. In spite of many elements that could create fun in narrative webtoon, the theory this study pays attention to is the accumulation and solution of tension. Lee Hyun-bee said in his book that the accumulation and solution of tension would be the element creating fun. Tensions of a story create the immersion by bringing readers into the story. However, if such tensions are maintained throughout the whole story, readers get insensitive to tensions, so that the accumulation and solution of tension should be used in turn to maintain the immersion. One of the directions creating the accumulation and solution of tension in narrative webtoon is the direction of tempo. When creating a narrative webtoon with the full-length structure, it is not easy to describe the whole incident from beginning to the end of it in order of time. Therefore, it is inevitable to have differences between story time and narrative time, and the difference of this time is called 'tempo'. This tempo creates fun when readers are immersed in the work, by adjusting breaths of the story in the direction of narrative webtoon. Such a role of tempo direction is based on the relation between the occurrence of tempo direction and information of the story. The information actually leading the story creates the accumulation and relief of tension which is the essential element of fun formation while tempo also maximizes the effects of accumulation and relief of tension. Tempo direction in narrative webtoons uses panels and gaps between them. The scene direction using panels and gaps between them considers tempo and dynamics because of the temporality of panels and gaps between them. This paper analyzes the use of tempo direction for narrative webtoon through the analysis on the 1st episode of . The significance of this study is to reveal that tempo direction is one of the factors creating fun in narrative webtoons, and also to suggest the theoretical grounds for researches on direction creating fun in the future.

• Journal of Popular Narrative
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• v.25 no.3
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• pp.303-345
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• 2019

This article analyzes the multi-layered communication in the Webtoon Princess Pari, released on the Daum portal site, created (written and illustrated) by Kim Naim, through analyzing the narrative structure and comments with the qualitative / quantitative methodology. The webtoon Princess Pari is structured in an omnibus style in which unit narratives are intermittently articulated, multi-lined, and interconnected. As integrated narratives which link with unitary narratives, Pari's growth story as a shaman and a romance narrative are structured. The classical original story of the shaman was used as a prehistory corresponding to the prequel of the webtoon through a preview, and the writer restructured the narrative to overcome the contradictions of the gender asymmetry and the patriarchal ideology of the original text. The viewer then creates a conversational space by giving critical and reflective comments. According to a statistical analysis conducted through sampling, the types of comments can be classified as follows: Appreciation and criticism of the contents ≫ Emotional response ≫ Intuitive overall review ≫ Knowledge and reflection ≫ Comments on comments. In the process of creation and acceptance of the Webtoon, a multi-layered dialogue between classical and modern, content and audience, acceptance and creation has been at play. In the creation dimension, the writer used a device to fill the gap of mythical symbols of the contents. At the level of the audience, they formed a culture of sharing information, knowledge, and reflection about tradition/folk/culture through comments. This corresponds to classical and modern dialogue through the webtoon. The viewers form a sympathetic bond, attempt hermeneutical coordination, supplement the information, and search for a balanced angle through controversial conversation. In addition, by commenting on attitudes, views, and perspective, the commentators showed a behavioral pattern corresponding to meta-criticism in literature. The viewers' comments acted as feedback on the creation of the webtoons, so that the creation and acceptance itself influenced the production of the content of the webtoon. The webtoon Princess Pari, which was based on Korean classical narrative, has been reorganized onto 'moving and dynamic' content, which leads to sense, thinking, criticism and reflection through the formation of various dialogues.

• Journal of Korea Society of Digital Industry and Information Management
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• v.14 no.2
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• pp.61-67
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• 2018

This media conversion in which webtoons are remediated to movies and dramas has taken off since the mid-2000s. Webtoons may be favorable for media conversion into movies and dramas as the story as finished and has proven to be fun with a fixed readership: however, only a small number of webtoon were successful box office hits or received high viewer ratings. Then in 2017, the movie based on the webtoon, succeed in attracting more more then 10 million viewers. In this regard, this study derived the success factors by comparing and analyzing the narrative structure and visual elements of , which was the biggest hit movie, with the original webtoon. The case analysis showed that there are two necessary elements for success: a text configuration of strategy optimized for media conversion, which is based on understanding the different media characteristics of webtoon and movie; and a configuration strategy that exaggerates the personalities of the characters and compresses the story of a webtoon which features various events and many characters in a long series, in consideration of the characteristics of movie which needs to give a big impact in 2 hours.

• The Journal of the Korea Contents Association
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• v.15 no.8
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• pp.130-140
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• 2015

With the growth of media platforms and fierce competition in the media market, there have been focus on cross media storytelling, a remediation of content already proven successful to another type of medium. In particular, webtoons have emerged as being successful source media, and this study analyzes how the webtoon 's narrative is expanded and transformed in the remediation process into TV drama. The results showed that, the webtoon , which was targeted at a relatively more specific audience, objectively described stories of the life and hardships of an office worker through a contractual employee at a trading company navigating work life based on strategies of Baduk; while the TV drama version, which aims to appeal to a broader audience, strengthened popular narratives with topics of social issues such as 'hardships of the non-permanent employee', 'sexual discrimination and sexual harassment in the workplace', 'difficulties of a working mom', and 'romance between new colleagues'. In addition, in order to create dramatic enjoyment, the drama's storytelling strategy incorporated conflicts by creating confrontational relationships among good and evil characters, and added humanism and comedic effect.

• Design Convergence Study
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• v.14 no.1
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• pp.83-98
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• 2015

This study will examine the visual composition by which Secretly Greatly, in a circumstance that even the good original Manhwas or Webtoon have not made a hit on the market until now, could attract the spectator, in other word, illustrate the analogousness of the images through analysing visual texts. The study draw, first of all, a meaning of the box office performance caused by analogousness of image, that is similarity between the webtoon and film. In addition, the study will come up with an answer to the question that the webtoon, not in a temporary trend but in a sustainable form, can make itself develop. For this, the study suggests a meaning, worth and importance of the transformation, analysing visual components of a webtoon to film adaptation, Secretly Greatly. It primarily ranges over visual components, mise-en-scène identified with its expression formula, frame to frame changes and colour and tone. The examination sets the cinema's visual expression manner against the webtoon's on their concrete components: the size of scene, movement, color and tone, narrative condition and its background, spatial composition and depth, contrast, expression manner and disposition manner.

• Cartoon and Animation Studies
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• s.46
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• pp.107-128
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• 2017

Time is an indispensable element in creating a story. This makes comics artists use various time techniques such as prolepsis, summary, ellipsis and flashback to increase immersion in story when they create comics. This is intended to make a study on retrospective structure among various temporal structures. Retrospective structure means progress in different time sequence, and increases immersion by making readers become strained or relaxed. Besides, retrospective structure plays a role of increasing or decreasing the pace of story. The person who systematically put the retrospective structure into shape is $G\acute{e}rard$ Genette. He in his book "Narrative Discourse" classified retrospective structure into three types. These are made up of structure of analepse externes, analepse internes and analepse mixted. This makes a study on retrospective structure in narrative comics based on $G\acute{e}rard$ Genette's retrospective structure. To this end, Kang Full's webtoon was analyzed. The reason to analyze Kang Full's is that this work has storyline where things happening in parental generation is interwined with things in offspring generation, accordingly this is work suitable for studying the retrospective structure. This study is intended to examine whether three retrospective structures suggested by $G\acute{e}rard$ Genette are actually used through an analysis of , and as a result, it is intended to prove the fact that retrospective structure has an effect on immersion in work.

• Cartoon and Animation Studies
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• s.34
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• pp.293-316
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• 2014

(傳說의 故鄕) is a broadcast play as one-act play series based on Korean legends and folktales. It was first aired in 1977 from KBS and there has been borrowed from this play in a variety of genres such as books and movies as the name of this series securing its popularity and awareness of the public. In this context, this is a representative work for Korean horror genre. Recently, for example, a series webtoon <2013 Home of the Legends> is published on one of the main portal websites, NAVER from July, 2013. This webtoon is main subject of this study. The purpose of this study is to discuss how the genre characteristics of Korean horror in TV serial play transmitted and changed in series webtoon <2013 Home of the Legends>. TV serial play is a representative narrative based on Korean folktales, trying to change its narrative in the range of undestroyed folktale basic move with combining the original motifs. Serial webtoon <2013 Home of the Legends>, however, deconstructs this combination motif in folktale form and leads to new move in narrative. For Korean users accustomed to Korean folktale form as the architext, this will be expected as reversal and make catharsis. Meanwhile, the deconstruction of combination motif leads to extinction of its cause-and-effect, which consists the axis of original narrative form, with resulting powerless theme, good overcoming evil and punitive justice. The aspects of changes in <2013 Home of the Legends> represent new orientation of Korean horror.

• Cartoon and Animation Studies
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• s.33
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• pp.469-502
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• 2013

Webtoons are popularly consumed in Korea. Especially the 'Dailytoons', which are composed of short episodes, are the most popular form of webtoons. This study focuses on the specific narrative structure of the dailytoons, and also tries to figure out what makes webtoons so popular. This study tried to analyze the special features of figures, events, and backgrounds of webtoons. Particularly in webtoons, Korean metropolitan is employed as a background and the daily life of the lower middle class in this big city is importantly used in the story. Each cut of a webtoon consists of simple words and images, and it shows the life of modern people and the way they recognize the reality. The important thing is that the image and the narrative of one cut often appears contradictively. 'Irony' occurs in the process of combination of the words and images. And the life of the lower middle class is depicted 'fun-and-sadly' through irony. For example, the main characters of webtoons are portrayed as persecuted victims because of their lack of information or ignorance. At this point, they are described ridiculously by a play on words. In addition, webtoons often presents twist plots using the scroll bars and margins of 'web' interface. Also it uses parody to show reality in satire. With irony, webtoons represent the daily life of the public, which is cynical as well as humorous. This study tried to suggest that webtoons should attribute its success to 'irony' in its narrative.