• 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.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.1
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• pp.83-93
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• 2015

The purpose of this study is to a study on the development of the DMZ tourism merchandising which use storytelling. also this study is to develop DMZ tourism imagery using the storytelling structured the subject matters based on DMZ. storytelling tourism is the oldest and the best factor of tourism activity among induced factors in these days. As a life of human being is upgrading, the importance of DMZ storytelling tourism merchandising will be magnified. Even tourism commercialization is able to make an achievement as an economical effectiveness to a developing country. Data were collected from 205 members of leading tourism business and job performance in travel agency. data were statistically analyzed using SPSS 20.0. Findings from this study suggest that local government and DMZ tourist business operators consider the storytelling for vitalizing authenticity to improve tourists' satisfaction. also this study is about DMZ tourism commercialization to achieve various opinions of several scholars.

• The Journal of the Korea Contents Association
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• v.6 no.11
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• pp.95-103
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• 2006

A good storytelling is essential to make a computer game more immersed and appealing as it impress the players emotion. The Storytelling consists of many factors. Among them, the Plot, or the flow of the story (Story-flow) is significant. The 'Call of Duty' is a successful computer game in the aspect of the story-flow. In this paper, the way to apply traditional theories about the story-flow to this game is analyzed. And an applying policy of traditional story-flow theories to computer games is presented.

• Asia Marketing Journal
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• v.15 no.4
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• pp.103-129
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• 2014

Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

• Korean Management Science Review
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• v.27 no.2
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• pp.81-95
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• 2010

There is an increasing interest in contents such as movie, drama and game using transmedia storytelling. It includes Le Grand Chef, The War of Flower, Dae Jang Geum, The Matrix, Harry Potter and The Lord of the Rings. However, transmedia contents have not always been successful. To study the factors affecting possible outcomes of transmedia storytelling, we analyzed the intention on transmedia of potential consumers who have not been exposed to transmedia contents before. To this end, we investigated two different cases : first, potential customer intention to watch dramas which will be produced after launching comic-based movies; second, potential customer intention to see movies which will be made after broadcasting comic-based TV dramas. In each case, we analyzed the outcomes from potential customers by applying several variables including gender, exposure to the original and components of contents (plot, quality of act and music etc). Our study showed that potential customers prefer movies or TV dramas with quality of acting, directing, casting and storylines. Interestingly, the quality of acting is more important in dramas than in movies and casting is an appealing factor to potential customers in movies. In TV drama cases, potential customers have high watching intentions when they read the original content. Among them, male potential customer have low watching intentions on TV drama when they did not read the original content. However, female potential customers have high watching intentions on TV drama regardless of the previous exposure to the originals. In movie cases, female potential customers have higher intentions on seeing movies than male. These results suggest that one needs to consider several factors such as casting, acting and gender for generating transmedia contents with a high probability of success.

• The Journal of the Korea Contents Association
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• v.9 no.1
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• pp.187-196
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• 2009

This paper studied out the prototype and the structure of UGS(User Generated Storytelling) based on social network in "World Of Warcraf" and "Mabinogi" as MMORPG(Massively multiplayer online role-playing game) and started with issues based on SNS(Social Network Service) in Internet. SNS has been supported by storytelling which is made by users to go through the contents in game space as well as by developers. This study drew elements toward social network in game and its new possibility as storytelling applied by communication theories based on social psychology. Today SNS is a major topic in web environment and this issue has influenced the game design and UGC. Under this situation, this study has a significant meaning because it proves that the factors toward social network in MMORPG is analyzed by UGCs.

• The Journal of the Korea Contents Association
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• v.16 no.9
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• pp.396-409
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• 2016

This study has been conducted among the visitors to the Gangneung Danoje Festival 2014 and its purpose is to identify the presence of any correlation between festival attractiveness/visitor satisfaction and the festival factors comprised of interaction, story and telling with storytelling considered as a means that induces communications among visitors as a new method of festival expression. The study has found that the storytelling in traditional cultural festival has statistically significant effect on both festival attractiveness and visitor satisfaction. In particular, when it comes to festival attractiveness, diversity of programs, transportation and accessibility, service quality and lodging have shown to have statistically significant effect while affecting the satisfaction among visitors. Therefore, consistent efforts should be made to develop quality cultural contents through interactions and storytelling between a traditional cultural festival and visitors.

• Journal of Digital Contents Society
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• v.18 no.8
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• pp.1481-1487
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• 2017

In this article we describe our preliminary work to create VR interactive storytelling particularly for building empathic relationships between the reader (or the player) and story characters. As a practical guideline for developing empathy-based VR interactive story, we propose four key factors: first, narrativity considering narrative theories and concepts including the notion of focalization by Gerald Genette; second, interactivity for balancing between narrative and player control in interactive storytelling domain; third, consideration of virtual reality in human computer interaction domain; fourth, empathy in narrative from the viewpoint of psychology and cognitive science. We also introduce an example interactive storytelling scenario based on Little Red Riding Hood story. Finally we conclude with our VR implementation using Unreal game engine and HTC Vive.

• Journal of the Korea Society of Computer and Information
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• v.28 no.2
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• pp.27-38
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• 2023

The purpose of this study is to shed light on the relationship between perceived value(PV), attitude toward the exhibition(ATYCSE), and behavioral intention toward the exhibition(BITYCSE) through literature review and quantitative research, focusing on <Yumi's Cells Special Exhibition (2020)> as an Instagrammable exhibition. The exhibition has strong entertainment experience quality, and taking pictures has a positive correlation with the satisfaction as well as the immersion, while sharing the viewing experience on Instagram does not influence on the ATYCSE in terms of the PV. Satisfaction also has meaningful correlations with the immersion and the detail factors of BITYCSE. In particular, it can be confirmed that the storytelling factor occupied a superiority over the exhibit factors or the exhibition environment of the Instagram-friendly exhibition, and through this, the importance of storytelling was confirmed. This research unveils implications for the influence of the interactivity and participatory features of the Instagrammable exhibition on the ATYCSE as a potential factor of PV, and the importance of storytelling in Instagrammable exhibitions.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.503-517
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• 2021

This study is focused on tourism storytelling(educational, interesting, emotional, uniqueness), SNS tourism value (functional, social), SNS trust, and immersion in travel agency relationship, which are important discussions in the tourism industry. The study subjects are verified 390 respondents who had accommodation experience using SNS, and SPSS 25.0 and Smart PLS 3.0 were used to perform the analysis. The study results are as follows. First, it was confirmed that the educational and interesting factors of tourism storytelling had a positive effect on the functional value, and that the affective relationship was not established between emotional and uniqueness factors. In addition, it was confirmed that educational, interesting, and uniqueness factors had a positive effect on social values, but emotional factors did not establish an influence relationship. Secondly, it was confirmed that SNS tourism value had a positive effect on immersion in travel agency relationship. However, there was no relationship between SNS tourism value and social value. Finally, it was confirmed that SNS trust had a moderating effect on the relationship between SNS tourism value and immersion in travel agency relationship. Through these research results and implications, comprehensive recommendations were presented to tourism industry practitioners.