• The Journal of the Korea Contents Association
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• v.16 no.4
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• pp.503-515
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• 2016

The branded contents include various advertisements showing brand storytelling. A new mobile application service market for food delivery uses branded contents to become familiar with consumer in the beginning and built unique brand image in comparison with a rival company in the time of elaboration. This study analyzed the narrative type and structure of brand storytelling in branded contents of the three representative applications, 'Baedal Tong', 'The ethnic of Baedal', and 'Yogiyo'. Still a few study has researched the narrative type and structure of brand storytelling though different effects as narrative type. This paper divided four types of brand storytelling as the roll of brand through typology of Northrop Frye, romance, comedy, tragedy, and irony & satire. And it analyzed the narrative type and structure of branded contents of the three applications using these types and researched strategy in each time. The various narrative types beyond classical romance type are effective for brand positioning though market enter moment. This study will be helpful for the research about narrative strategy of branded contents.

• Journal of Korea Entertainment Industry Association
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• v.14 no.7
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• pp.287-298
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• 2020

The purpose of this study is to analyze the narrative structure and types of films that has attracted more than 10 million viewers ('10 million films') among films released in Korea, and deal with the implications of the current Korean film industry. To this end, this study investigated the relationship between films and their narrative as a product of the film industry. To approach this, We dealt with the features of structuralist analysis and archetype or mythological narrative analysis. For a detailed analysis, a total of 27 films of "10 million films" were categorized using Northrop Frye's original narrative analysis method. As a result of the study, 13 comedy structures, 7 romance structures, 4 tragic structures, and 3 irony and satire structures. It was confirmed that the "comedy" and "romance" structures had a high percentage of all 10 million films, and occupied the top ranks in the box office rankings. In conclusion, this study confirmed the narrative rules and customs of films hitting Korean box offices, and through this, it was possible to examine a rough topography of the film consumption of the public in the Korean film industry. This can be said to provide a clue as to how the narrative of the film should be constructed when producing a film from an industrial perspective.

• The Journal of the Korea Contents Association
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• v.14 no.4
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• pp.67-77
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• 2014

This study focuses on clarifying narrative strategy of the epilogue system of TV nature documentary. TV nature documentary epilogue system is different from making film. Because it has stories about production team's daily life and incidents while they make films in nature. Therefore, TV documentary epilogue system has distinctive narrative features comparing to the documentary itself. This study analyzes into the distinctive narrative features of TV documentary epilogue system. According to Frye, there are four types of narrative based on narrative structure. 'The tears of Antarctica' has achieved reconciliation between nature and human by it's narrative structure of comic romance and comic character. Therefore, comic romance's narrative features of TV documentary epilogue system overcomes tragic features of the documentary itself.

• Journal of Korea Society of Digital Industry and Information Management
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• v.15 no.3
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• pp.111-118
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• 2019

Chapter 1 and 2 of this study examined the methodology of modern storytelling using the hero narrative structure. This involved analyses of Joseph Campbell's monomyth structure, which is the prototype model of modern storytelling and Christopher Vogler's story structure in which the monomyth structure is classified into 3 Acts and 12 Stages. In addition, the movie 'Captain America' was analyzed based on Vogler's narrative structure theory. According to the analyses results, the hero of 'Captain America' fully follows Christopher Vogler's hero narrative structure but in some cases, he does not follow the existing hero narrative structure. It is interpreted that this is because heroes of modern tales have different birth backgrounds from mythical heroes. There is also a difference even in the stage where a hero completes all adventures and returns home between modern tales and myths due to different social backgrounds. Therefore, these findings provide a basis for modification and supplementation of a modern hero epic. Through this analysis, the modified modern hero narrative structure is evaluated to be appropriate as a basic model for modern storytelling. Further, it is expected that those who frame a film script can complete a new hero epic while following the structure of syntagmatic systems by selecting a level among Northrop Frye's paragmatic systems based on this structure and considering story themes and heroes' personality and characteristics.

• Cartoon and Animation Studies
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• s.44
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• pp.307-331
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• 2016

Webtoon is the most popular cultural contents representing contemporary Korea. This study explores the cultural aspects of participatory culture surrounding Webtoon, and reveals the cultural implications of webtoon in contemporary Korea. Particularly, this study notes that the engagement of the participatory culture is formed from the user-generated images and analyzes the reproduction patterns of them. Chapter 2 analyzes the mimicking process of user-generated images based on the 'meme' concept. Especially based on the variation degree of text or image, the user-generated images could be classified into three types of 'completely variant', 'partly variant', and 'completely same'. Users use these images as one of the fun factor by transplanting them into daily messenger conversation. Chapter 3 reveals the cultural meaning which is derived from the process of user-generated images creation. In particular, this study notes that most of the user-generated images are mimicking the main character of the original webtoon, and analyzes the underlying desire of the mass based on the literary theory of Northrop Frye. The main readers of webtoon are petit-bourgeois living in Korean metropolitan, and the user-generated images also reflects the daily lives of these ordinary people. User-generated images of webtoon are imitating the original contents in a way of replicating or mutating the images or texts. Also, they are consumed and enjoyed as an amusing code among users. Especially by mimicking the appearance of the main character in a self-reflective way, they appeal to day-to-day sympathy of users. In that user-generated images reveal the desire of the public living in contemporary Korea, this study examines the cultural implication of webtoon.