• The Journal of the Korea Contents Association
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• v.9 no.10
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• pp.140-147
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• 2009

The narrative in the post modern age specially changed the relationship between the writer and the audience. There has been discussions in digital story telling on the format where the audience directly get involved in the plot and change it. However, relevant research has a problem that makes it hard to be applied to unilateral narrative analysis. However, in this context, Save the Green Planet utilizes the narrative that emphasizes the role of the audience while keeping the media characteristics of the movie. Save the Green Planet is read in a monophonic manner by the audience. The audience is led, through different voices provided by the movie, to create another plot that is restructured by themselves other than the explicit plot. This paper aims to examine how the elements constituting the narrative of Save the Green Planet restructure a new plot, and examine the restructured narrative between the interaction of the two plots.

• Cartoon and Animation Studies
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• s.48
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• pp.249-269
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• 2017

Promotion and marketing, which are essential to lower the investment risk and maximize commercial profit in the video game market. Game developers and publishers set up public relations strategies to encourage potential consumers' needs. Considering characteristics of video game, the trailer, which is the animated image advertisement material, could occupy a key position in its promotion and marketing plan. Cinematic spectacles and attractive narratives are essential ingredients for game trailers, which are usually produced in 3D animation. Dead Island is an open world first person shooters (FPS) game released in 2011. When launched, it grabbed a great attention with a trailer, awarded the Golden Lion Prize for the best internet film at the Cannes Lions International Festival of Creativity. The game was a commercial success and several spin-offs were producted. In 2014, its publisher, Deep Silver showed the official trailer of Dead Island 2 at Electronic Entertainment Expo, the world's largest game show. Dead Island 2 was scheduled to be released in 2016, but has been now delayed until 2018. This study compares and analyzes two trailers of Dead Island 1 and Dead Island 2. We examine the narrative structure of the trailer for the sequel promotion of a successful game. The differences between the two could be useful for building a promotion strategy of other game series.

• Journal of the Korea Convergence Society
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• v.10 no.12
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• pp.411-420
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• 2019

This study analyzed the effective message strategy for the TB prevention campaign. This study examined the differences in the perceived susceptibility, perceived severity, and behavior intention according to the message orientation(individual-social) and the message presentation style(statistical-narrative). The results showed that individual message is more effective than social message in terms of perceived susceptibility and perceived severity. There was no significant difference between statistical and narrative messages. Finally, in the case of individual message, narrative messages were more effective than statistical messages; and in the case of social message, social messages were more effective than narrative messages. Based on these results, theoretical implications were discussed and a practical strategy for TB prevention campaign were proposed.

• Proceedings of the Korea Contents Association Conference
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• 2017.05a
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• pp.215-216
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• 2017

<복수는 나의 것>, <올드 보이>, <친절한 금자씨>는 죄와 복수, 구원의 문제를 다룬 박찬욱 감독의 복수 삼부작으로서, 보이스 오버를 활용한다는 공통점이 있다. 이 연구는 박찬욱 감독의 복수 삼부작이 각 내러티브의 주제에 따라 내러티브 정보를 통제하고 관객의 심리적 거리감을 조절하기 위해 보이스오버 전략을 어떻게 구사하는지 논의한다. 이를 위해 각 작품의 플롯, 초점화 유형, 보이스오버의 특징들을 분석한 결과, 보이스오버를 통해 관객의 정서적 참조점을 형성하고, 인물과 이야기에 대한 동일시나 감정이입을 통제하는 복수 삼부작의 특성을 확인하였다.

• The Korean Journal of Archival Studies
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• no.42
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• pp.287-326
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• 2014

Documenting environmental conflicts will be a priority target for documenting localities, because those conflicts are critical events that make intensive 'place experiences' of local residents. This study is to design a narrative structure for documenting conflicts in the process of Transmission Towers Construction in Miryang. This study begins with analysing the characteristics of environmental conflicts, and draws a conflicts documentation model including basic rules, narrative structure and development process. Basic rules are set up as mixed documentation of memory and evidence, application of 'frame', and dynamic description. Based on the rules, this study suggests a dynamic and open narrative framework adopting the metadata model of ISO 23081. This model is applied to documenting Transmission Towers Construction Conflicts in Mi-ryang. The full narrative and 'frame' of the conflicts are set after analysing development and issues of the conflicts, stakeholder, and properties of each conflict problem. Records descriptions are related to the context(each event occurred in the conflicting conditions, mandates, and stakeholder) descriptions to make multiple narratives in digital environments. Event description contains elements for articulating the 'frame' of each party of the conflict. The merits of this model are; i) to accumulate the adequate context information systematically by adopting dynamic narrative model, and ii) to acquire the new items and connect them to related items easily and consistently through multi-entity description. This documentation model of environmental conflicts may support to shape the collective memory of community, and to achieve good governance by managing conflicts in the process of locating non-preferred facilities with due regard to values and perceptions of residents and communities.

• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.1039-1048
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• 2023

This article aims to find meaning-oriented consumption in the consumer society based on the female consumers' narratives of makeup consumption experiences. The case study of consumer narratives identified various meaning-oriented consumption behaviors among the female informants. The study also exemplifies the outcomes of meaning-oriented consumption and suggests a hypothetical framework that shows the process to get those outcomes from functional consumption to meaning-oriented consumption.

• Design Convergence Study
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• v.15 no.2
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• pp.53-69
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• 2016

This paper analyzes the long-run brand Bacchus's TV advertisement narrative, which copes actively with changes in social and cultural circumstances. The paper focuses on the types of narrative and the consequent semantic effects used in the television advertisement of Bacchus. Through this, we aim to investigate the processes of brand strategies and transitions taken by the brand that made it a solid one. In conclusion, the summaries of distinctive meaning and value of long-run brand by examining the narrative of Bacchus in TV ads are as follows. Firstly, the narrative should be reflected in consumer's demands closely associated with changes in social and cultural circumstances. Secondly, a strong brand identity can be built by consistent management of brand image and through the cultivated effects. Lastly, it forms a bond of relationship between socio-cultural context and consumers, and functions as a communication message.

• The Journal of the Korea Contents Association
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• v.16 no.7
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• pp.541-551
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• 2016

In order to attain 'reality', technology, style and narrative have developed throughout the history of cinema. The projection of digital image necessitated a new perspective beyond the conventional relationship between film and reality. In the SF film, DISTRICT 9, strong realism elements are evident despite its genre. Advanced technologies enabled the digital images to vividly reproduce the realm of imagination. The encounter of the realistic approaches embedded in the style and narrative with the digital images emphasizes the social context of the cinematic background, as well as extending the potentialities of verisimilitude and perceptual realism. The amount of freedom in editing process derived from this film's documentary-like style opened a possibility for the effective delivery of the vast information-furthermore contributing to the realism of the film by encompassing the diversity that exists in the reality.

• The Journal of the Korea Contents Association
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• v.14 no.9
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• pp.85-92
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• 2014

This study analyzes what kind of representation strategies make popularity in Silence. As audiences come together in cyber public sphere, 'participatory spectatorship' is made. Its sources are classical narrative mode and collective memories which are the devices to goad audience to anger. Silence reveals self-reflexivity because fact-based film has effect on allowing the audience to be aware of the reality constantly. However, the devices which maximize audience's anger aroused ethical controversy. Silence's unethical expression is the strategy for representing the popularity and the methodology for social ethics.

• 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.