• Journal of Digital Contents Society
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• v.12 no.4
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• pp.449-456
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• 2011

UCC (User Created Contents) video rapidly rose as key contents of internet pop culture as a medium of 'sensibility delivery' that is created by a user without a commercial purpose. 'Sensibility delivery' is the ultimate purpose of UCC video and it can only be completed with 'well composed' storytelling. However, it is difficult to expect high degree of completion from noncommercial UCC videos due to an instable production environment and many variables. Thus, this study has been suggested 'detailed storytelling editing' process from editing phase in order to minimize problems of instable UCC videos. This suggestion based on actual results and award winning works of UCC videos of a team of research will raise a bond of sympathy, lead creative change, and expand the function of 'sensibility delivery' by increasing the degree of completion of work with unified final cut.

• The Journal of the Convergence on Culture Technology
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• v.7 no.4
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• pp.659-665
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• 2021

Short video applications (e.g., TikTok, YouTube shorts) are growing quickly in terms of active users and usage time. Of course, advertising industry is utilizing the app as AD channel. The current study, however, argues that the effectiveness of ADs in short video apps are not articulated well and that precise research for measuring the effect is required. In this context, this study measured the effects of storytelling ad types(reality, parody, creative) and message sensation value(high vs. low level) on story transportation. The notable finding is that when creative storytelling ad type which requires more cognitive resources than other two types meets high level of message sensation value, ad viewers could reach cognitive overload state which induced low effectiveness of ad. As its result, the effectiveness of AD reduced. More specific theoretical discussion and suggestions for advertising producers are described.

• The Journal of the Korea Contents Association
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• v.13 no.2
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• pp.8-18
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• 2013

In this paper, we capture learning while taking a video, play time and time line of the video frame in the form of areas that require re-learning in HTML5 mobile web store. When you select an image frame can display a list of the frame to take advantage of HTML5 Video tag up to 9 capture and save the playing time at the position. Implemented in a manner that runs Effects as compared to learning to run the entire frame capture learning and re-learning frame partial immersion learners matchumhyeong storytelling can be implemented. Interval Iterative Learning in a random order, so learners can level alignment by iterative learning on academic performance can have a positive effect.

• Korea Science and Art Forum
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• v.37 no.3
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• pp.113-123
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• 2019

In line with policy support and demand, mobile videos about science and technology have growth potential. For activation of domestic mobile video contents about science and technology, this article aims to analysis current global leading contents and draw implications for benchmarking. Therefore, this paper attempted to analyzed types and storytelling strategy of Science and technology channels on YouTube, which has the most influence among the mobile video media. The results are as follows. Fist, the YouTube contents about science technology are categorized into three types, activity-, explain-, review-centered type. Second, activity type channels are classified into 4 sub-types. Third, The core storytelling strategy of activity type channels is a combination of familiarity and unfamiliarity to deal with everyday material through specialized scientific and technological methods. Based on the results of this research, we expect to plan and produce global killer contents.

• The Journal of the Korea Contents Association
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• v.22 no.1
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• pp.10-22
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• 2022

This study analyzed the effects of YouTube comments on belated hit in music chart by focusing on VIDITOR's YouTube channel video called 'BraveGirs_Rollin_comment_Collection'. For this, first of all, it investigated how the comments used by the channel master could achieve storytelling. Moreover, the reason for its popularity hit was researched by analyzing the comments made by users on this video through the 'Tipping point' rules. As a result, it was seen that this video created storytelling by connecting Brave Girls to the story of the Korean army. At the 'Tipping point,' besides, it was revealed that 'the law of the few' is the military, and 'the stickiness factor' is the good image left through Korea's island, 'Baengnyeongdo,' performance. Finally, the rule of 'the power of context' was indicated that it is a difficult reality situation because of COVID-19 and the good situation due to direct communication through the comments of Brave Girls' members and the company.

• Journal of Industrial Convergence
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• v.21 no.8
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• pp.13-21
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• 2023

The purpose of this study was to compare storytelling with TV entertainment programs to find out which elements of web entertainment affected the shift of viewers' interest, and to identify the characteristics of web entertainment storytelling. To this end, each of the web and TV entertainment programs were selected for storytelling analysis, and storytelling analyzed the contents of each item by dividing them into images, backgrounds, stories, and characters. As a result of the analysis, unlike TV programs, web entertainment storytelling allows viewers to immerse themselves in content through a composition that runs directly from the beginning to the crisis, and is characterized by a clear formation in a short video through a clear ending narrative. These research results hope that short-form web entertainment programs produced in the future will be able to identify strategies for viewers' immersion and storytelling strategies.

• International Journal of Internet, Broadcasting and Communication
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• v.13 no.2
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• pp.224-230
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• 2021

YouTube is an OTT service that leads the home economy, which has emerged from the 2020 Corona Pandemic. With the growth of OTT-based individual media, creators are required to establish attractive storytelling strategies that can be preferred by viewers and elected for YouTube recommendation algorithms. In this study, we conducted a study on modeling that proposes a content storyline for creators. As the ability for Creators to create content that viewers prefer, we have presented the data literacy ability to find patterns in complex and massive data. We also studied the importance of compelling storytelling configurations that viewers prefer and can be selected for YouTube recommendation algorithms. This study is of great significance in that it deviated from the viewer-oriented recommendation system method and proposed a story suggestion model for individual creaters. As a result of incorporating this story proposal model into the production of the YouTube channel Tiger Love video, it showed a certain effectiveness. This story suggestion model is a machine learning text-based story suggestion system, excluding the application of photography or video.

• Journal of Korea Game Society
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• v.12 no.3
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• pp.25-36
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• 2012

Cross-Media Storytelling(CMS) is the new method of media representation. It picks the features and the elements in one media, and uses them in another media. 'Remediation' in digital era uses the content of old media in new form based on new technology. But 'CMS' represents the basic elements of the media experience in each unique style of media. It changes the focus from the technology to experience. So CMS is the new strategy of the media not based on the new technology. Adam PESapane's (2006) is a example for this strategy. It takes the game media as a subject matter. But it expresses the meta-representation of game experience in the "stop motion animation" Especially it emphasizes the narrative chain between the usual phenomenon and the visual imagination. And it shows the possibility of representation of new media experience in the old media genre. So it suggests the conditions of CMS.

• Journal of the Korea Convergence Society
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• v.7 no.6
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• pp.177-184
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• 2016

The age of digital content mainstream consumers in the era of smart technology is expanding compared to the past. Consumers are taking a leading role in the production and distribution of contents in various forms. At the center of this is a post-modern social structure and space that break down the boundaries among Personal Digital Device, contents, production and consumption as a medium. Content rejects the existence of the same thing in the world. The tendency of the main consumer segment and the provision of post modern storytelling that penetrates it creates a huge industry group with various forms of contents. In order to carry out this study, with analyzing examples of movies, games, and advertisements, we found the fact that the center of content creation for individuals made their unique style, excluding generality. As a result of this research, the relationship between the user-driven digital contents and post modern storytelling have been revised the awareness about the possibility of various convergence in the field of contents production.

• Culinary science and hospitality research
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• v.22 no.1
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• pp.9-18
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• 2016

The purpose of this paper was to explore the narrative strategy of storytelling advertisement videos for a beer brand Heineken. Heineken was one of the most active advertisers who had made very impressive ad videos. The author selected five story driven advertisement videos which had been most frequently watched by Internet viewers. Those were "The Insider", "Odyssey 2011", "Heineken lip gross", "Italy Activation Milan AC vs. Real Madrid", "the Match". The five selected videos have 90 second running time. The target videos were repeatedly watched and the expected key image cuts and key verbal copies were captured as well. To categorize the narrative structure and key copies of each video, Fog, Budtz & Yakaboylu's four element model of storytelling and Gustav Freytag's three act structure or five stage model of a plot were exploited as underlying theories. Most of the ad videos had clear boundary between or among the stages of the plot and used emotional appeals including humor and sexual appeals. This paper found that the target videos used visual rhetorics to enhance the viewers' persuasion and comprehension. It also revealed that the target videos took advantage of football match as an emotional engagement to get ad viewers closely banded with Heineken.