• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.172-183
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• 2021

The twenty-first century revealed the era of cultural contents with the growth of digital cultures. Accordingly, popular culture became the primary sector of the cultural industry, and among them, the roads on which people walk emerged as great content for the leisure and tourist industry. Walking has already become a commercial good, as each road's story is unique enough to attract numerous tourists. On roads are the development of history, movement of life, and various cultural channels. The old road development project contributes to the revitalization of the neighborhood and increases its competitiveness as cultural content, as it restores the ecological nature and rediscovers the value of the road from history and its culture. For Gangwon-do's road development project, a storytelling strategy is necessary to succeed as cultural tourism content. Specifically, when forming an image of the old roads, it is advantageous to develop a new story that suits modern people's aesthetic taste and lead communication between locals and tourists rather than borrowing and utilizing the existing facts. For instance, it is helpful to recreate the nostalgic and sentimental mood and combine the imagination based on the consumers' humanistic experiences to create their own participation. This paper demonstrates the historical value of the roads in Gangwon-do, precedents of other leading road development projects in South Korea, and development plans by storytelling for cultural contents in Gangwon-do.

• Journal of Korea Multimedia Society
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• v.23 no.5
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• pp.700-709
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• 2020

With the development of virtual reality (VR)-related technology and the advent of the 5G era, VR-based streaming games or content have been developed and transmitted at high speed. Although VR technology is also being applied in education, health care, manufacturing, and production fields, its main application is for entertainment. VR technology has been developed based on hardware and various contents have been developed accordingly; however, the number of VR content with high entertainment value is insufficient, and there are primarily hands-on contents. In this paper, we propose a method for developing an writing tool that can enhance the productivity in the development and editing of VR content and create VR contents based on a timeline by reflecting the storytelling rather than by a simple empirical type to solve the bias in content style. The proposed VR content writing tool is expected to increase the productivity in VR content development and contribute to the creation of various styles of content. Its implementation can enable developers to create specific stories in a timeline and support several animation effects.

• Journal of Korea Multimedia Society
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• v.18 no.8
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• pp.988-995
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• 2015

In 2013, Academy Award for Best Animated Short Film was granted to Walt Disney's short animation, (2012). With various aspects of its excellence, I focus on the very effective use of digital lightings and underscores for storytelling as its success factors. In this respect, this paper aims at analyzing the roles of the visual factors, especially tone, contrast, etc. created by lightings, and audio factors, especially underscores, in the film's story development. I find that can be characterized by the well-built story structure with distinct three acts. The main stream of the story is expressed with the overall mood that is created by the fine adjustments of brightness of the main light, and contrast. And the direction and the intensity of the lighting successfully describe the emotions of the characters in each scene. In addition, I find that properly chosen and positioned underscores make the development of the story more dynamic and more harmonized.

• 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 Society of Archives and Records Management
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• v.19 no.1
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• pp.275-281
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• 2019

This article introduces the storytelling project about Bukbyeon-dong, Gimpo-si by the Kimpo Cultural Foundation in 2018. The project archives local history and culture and includes research, exploration, oral history, story organization, and presentation of ways to utilize contents. Through this, the article aims to present the limitations and importance of the project, the meaning of the excavation of local historical and cultural resources, and the need for local archives.

• Communications of Mathematical Education
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• v.27 no.3
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• pp.221-248
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• 2013

Among five types of the model textbook based on storytelling, the type of 'Inquiry into history of Mathematics' focuses on adapting the logic of mathematical discovery to the organization of mathematical contents. It enables students to recognize that mathematics has been developed by human needs and creativity while they are engaged in the story about knowledge formation. Moreover the textbook offers the context in which students are able to understand mathematical insights and logics hidden in the subject matter, so that they can reinvent and develop mathematical knowledge. In this study, we found the principles for development of the textbook based on storytelling for 'Inquiry into History of Mathematics' by analyzing the chapter about 'Complex number and Quadratic Equations' of the model textbook. The chapter was implemented in classroom environment and students' understanding of the subject matter and their perception on the textbook based on storytelling were surveyed before and after the implementation. The results showed the possibilities of adapting the textbook based on storytelling and we suggested some implications for further development.

• Journal of Digital Convergence
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• v.12 no.10
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• pp.541-556
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• 2014

study on Storytelling advertisement, this study examined its own characteristics and distinctive qualities, compared to other advertisements. For this purpose, not only previous discussions about Storytelling genre and theoretical system about its narrative are examined; but also, from actual advertisements, its classification and the distinction of their characteristics are established. According to the Storytelling advertisements, it is also examined that each impact on the field of consumer's response of sympathy, perception, and emotion; and on the process of advertising effect. Below is the results of each research. Through the comparison of Storytelling advertisement's clarification, the following was suggested: there are distinctive advertising strategies, the relationship between advertising strategies and advertisement forms, and the consideration for causing the consumer's response, depending on the advertisement form. Also, the concept of explaining how consumers perceive, in the process of advertising effect, the main concept of the drama advertisement, that is the constituents of drama genre, such as characters, plot, conflict, transition, helps achieve the deeper understanding toward advertising.

• (The) Korean Journal of Advertising
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• v.29 no.6
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• pp.51-80
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• 2018

This study aims to investigate how the storytelling elements of brand webtoon has influence on developing brand webtoon users' parasocial interaction relationship and their attitude towards brand webtoon contents and word of mouth intention. The results of this study shows that parasocial interaction is strongly influenced by the sub-dimensions of digital storytelling components of brand webtoon (i.e., relevance, trustworthiness, clarity). More specifically, respondents who perceive that the given message of digital storytelling in brand webtoons is relevant to the brand, is trustworthy, and is clear to understand show a higher degree of parasocial interaction with the webtoon content and in turn, it has a strong positive influence on the attitude towards the brand webtoon. In sum, this study not only provides a theoretical foundation to understand how consumers develop parasocial interaction with brand webtoons in terms of the brand webtoon's digital storytelling, but this study has implications for practitioners who are interested in using a brand webtoon for marketing.

• 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.

• The Journal of the Korea Contents Association
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• v.8 no.12
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• pp.72-80
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• 2008

The movie and game are on the center of entertainment industry. The OSMU(One Source Multi Use) method of two media is the most conspicuous in sharing stories. Particularly, the storytelling of a game emphasizes a harmonization between the elements that can be used for a game on narrative point of view(the traditional plot like novel, film and etc.) and the elements reflecting the interactivity, the characteristic of a game. In the gaming made with a film and filming made with a game, the main element of successful storytelling is the story value. In this paper, we describe through the case analysis of the gaming made with a film and filing made with a game in three aspects based on hero's journey steps of Joseph Campbell and $Gr\acute{e}mas's$ actant model theory, which they are the story event, the type and relation of characters, and the complication type between the characters. we, consequently, believe that the compatible storytelling between two media (film and game) and the setting way of characters could be made with the successful diversification in OSMU.