• (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.

• 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.

• The Journal of the Korea Contents Association
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• v.11 no.2
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• pp.186-194
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• 2011

This manuscript aims to study on the strategy in conversion of media to movie as the second exit for consumption on the webtoon and it can strengthen the position of webtoon as the orignal work. This was just since webtoon had been adapted in other media. The characteristics of media in webtoon can be merit but is variable because the characteristics of media between movie and webtoon are entirely different. , webtoon had storytelling with impressive characters as the component which was proper to media of movie in comparison of the precedent works whose media had been converted from the original webtoon. In case of movies whose media had been converted from the original webtoon, it is inevitably to be dramatized by a director because it is converted to completely different media. The discriminative factors of storytelling are largely owed to the variation of the simple lined characters and structure of storytelling. These could make receivers understand easily when they watch the movie . And then, it had a role as the mechanism that receivers satisfied their expectation. Finally, the movie was succeed with these reasons.

• 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.

• The Journal of the Korea Contents Association
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• v.17 no.2
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• pp.308-315
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• 2017

This study aims to review the differences and distinctive characteristics between storytelling method of virtual reality contents and storytelling method of conventional contents instead of focusing on economic and industrial effects of virtual reality contents. As a specific target, this study discusses how existing storytelling method of webtoons as a single contents genre can be applied to virtual reality contents when webtoons are adapted into virtual reality contents. The purpose of this study is to find limitations and possibilities for the storytelling technique of virtual reality contents. The results of this study showed that the essence of storytelling in virtual reality contents is in three roles of the users of virtual reality. The users of virtual reality must play the roles of service user, audience of contents, and director of story. This is because the most important storytelling techniques in media contents like editing and change of camera viewpoint can no longer be forced in virtual reality contents. Storytelling techniques in virtual reality contents are much limited compared to the conventional contents in terms of user interaction, expansion of senses, and guarantee of freedom.

• The Journal of the Korea Contents Association
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• v.17 no.7
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• pp.478-486
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• 2017

The development of webtoon accelerated with development of smart devices. It became a daily life to enjoy digital contents such as webtoon using smartphones on the streets and subways, not just for the novelty of the new generation. With the advent of smart devices, the webtoon market has grown rapidly and webtoons of various themes and genres are pouring out. The growth of webtoon market is a good opportunity for artists, but competition is getting worse and it is difficult to satisfy readers with low quality. In order to create webtoon that can satisfy the readers, the artists are considered as important homework that can show the interesting story and show it effectively. In this study, I tried to prove that the method of directing using shot among the elements of animation can be utilized for directing webtoon effectively. In order to explain this, I have tried to explain the characteristics of webtoon and its relation with animation, and I chose the most important example of webtoon, 'Ko Soo(Ryu Ki woon, Moon jeong hu, 2015)', which has been popularized with successful storytelling and directing, and described character shot and time transition shot.

• Journal of Broadcast Engineering
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• v.23 no.1
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• pp.45-52
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• 2018

The virtual reality (VR) cartoon is a format of VR contents that leverage the characteristics of webtoons that provides the simple story line and graphical storytelling tools to strategically surmount limitations of VR contents design. The VR cartoon enables people to experience the imaginary three-dimensional space in the webtoon as a real space by the transformation of webtoon contents through VR prototyping. The VR cartoon successfully presents focused environment where people can readily pay attention to the contents without notable motion sickness. People have been familiar with the storytelling strategy in the context of published cartoons and webtoons, likely we've understood the narrative of a movie through the continuous scenes projected in the screen. Indeed, it has been recognized as a popular toolset of communication, where visual images are sequentially delivered by replacing multiple planar spaces to tell a story narrative. While there are discrete panels with the time and space resolution in the graphical cartoons, people can distill a commit closure based on their past experiences. This is a typical "grammar" of the cartoon, which can be extrapolated to the VR cartoon that provides a seminal storytelling strategy. In this article, we review how the storytelling strategy in webtoons has been transformed into that in VR cartoons, and analyze the key components of VR cartoons. We envision that our research can potentially create keystones to produce variety of new VR contents by reflecting various narrative media including cartoon as a 'sequential art'.

• Journal of the Korea Society of Computer and Information
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• v.27 no.10
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• pp.147-153
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• 2022

Most of the metaverse service is a gamification type of metaverse solution composed by placing 3D objects on a 360 panoramic world base. However, the metaverse webtoon service is lacking in implementation and research. In this study, a method for realizing a 2D flat image form in a 3D space and a realistic 360-degree panoramic webtoon metaverse service were studied. The research process consisted of basic storytelling and design work for webtoon production, panoramic image creation to convert the produced image into 360-degree form, and content creation process for viewing 360-degree directions. Finally, we implemented shading and material work with game engine tools so that you can enjoy virtual reality-based webtoons. The webtoon-based metaverse study studied the process of creating a 360-degree panoramic webtoon from content that can only be viewed in 2D format. Accordingly, it is thought that webtoons will also be presented as a standard for the production and implementation method for the metaverse service.

• Journal of Korea Game Society
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• v.21 no.1
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• pp.99-112
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• 2021

This paper aims to explore the glocal storytelling strategy of hero's journey content. Many digital games use hero's journey as a framework. However, it is also true that game storytelling is so common that it is soon recognized as a hero's journey. Therefore, this paper paid attention to the new hero's journey application method of the webtoon . The story created an atypical and Korean character on a typical hero's journey plot. It implements an alternative glocal storytelling aiming at harmony between the region and the world by presenting a regional character on a global universal plot.

• Cartoon and Animation Studies
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• s.37
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• pp.335-360
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• 2014

An infatuation with webtoons is facilitated by the ultra-rapid internet infrastructures and the highest ratio of penetration of smartphones in the world. Recently, the webtoon has been the focus of a new cultural content and its development has been noticed both and home and abroad. This study aims to find the new role of webtoon as a socio-cultural communication media. The webtoon reflects the reality as it is and shows directly and minutely the social problems, even although the other media make it glorified or reduced. We observe the role of webtoon as a new communication media content that can make the place for social discussion within several generations and social stratums, in which the producer and the consumer can communicate directly and immediately. Two webtoons( and ) have been selected for a textual analysis. In two webtoons, we analyse the method of representation of the social problem in the technique of expression and storytelling. This helps us maintain that the webtoon deserves as the socio-cultural communication media and the social problems represented in webtoon must have been evaluated more valuable in a new perspective.