• Journal of Korea Multimedia Society
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• v.18 no.8
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• pp.980-987
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• 2015

Most of cultural area which people enjoy and consume is kitsch culture, though the culture is barely acknowledged. In this multimedia era, people create, publish and enjoy contents of 'webtoon(web+cartoon)', which is relatively faster and more convenient to enjoy comparing to published cartoon. Contrarily to its physical growth, the webtoon shows difficulty in advancing with other genres, is full of irritative factors and contents, and has tough time to become more sophisticated one. This study derived characteristics of kitsch in webtoon, suggested the way of webtoon as an art by analyzing conditions and usage motivation of webtoon. The conditions of kitsch are uniformity of mass consumption, popular vein, catharsis, vicarious satisfaction, immediate feedback-requiring image flood, and reproduction of techniques. The usage motivations of webtoon are studied as pursuit of information, entertainment, relaxation, socialization, convenience, and effectiveness. Usage motivation factors in webtoon and kitsch culture are almost identical. Contrary to its past of being underestimated and vulgarly considered, kitsch is acknowledged as an 'kitsch art'. By studying the process of becoming an art, the study has its purpose to suggest the experimental and developing way to make webtoon be acknowledged as 'webtoon art'.

• The Journal of the Korea Contents Association
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• v.15 no.8
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• pp.96-108
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• 2015

The market of webtoon is expanding and the main users' acceptance environment of webtoon is changing from web to mobile. Among this phenomena, platform companies combined various digital technologies and a new user interface to the webtoon. The major directions of change in webtoon are applying multimedia effects and actualize the optimized form for the mobile environment represented by a smartphone. This study defined these types of webtoon as 'Webtoon 2.0' and built a separate concept from 'Webtoon 1.0' which means the early form of webtoon. Through this, we propose a new standard in classifying various types of cartoons that are sporadically serviced to users. Also, through experiments with users, we checked the current status of webtoon 2.0 and webtoon 1.0 by quantitatively measuring and analyzing the degree of user satisfaction with the current webtoon. Through this, this study suggest technical and aesthetic development application of Korean webtoon which is available to platform operators, writers and users.

• Journal of Digital Convergence
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• v.19 no.10
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• pp.1-13
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• 2021

This study postulates that Government as a Platform(GaaP) could be a next generation government model, drawing activation strategy from success factors of webtoon platform by NAVER. It suggests success factors of Naver webtoon case based on three main components of platform strategy. First, in the aspect of platform infrastructure, Naver webtoon was established based on powerful portal site by parent company Naver and improved platform accessibility through using webtoon without login. Second, in the aspect of stakeholder engagement, Naver webtoon has offed webtoon at no cost and it has taken an intermediary role for supporting the stakeholders with PPS. Third, in the aspect of outputs production, Naver webtoon offered real time feedback from webtoon users that could affect webtoon production and established incubating system that allow users to create their webtoon. And due to PPS, it makes possible to various create second outputs based on webtoon, which can contribute to activating webtoon ecosystem.

• The Journal of the Korea Contents Association
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• v.20 no.8
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• pp.186-198
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• 2020

The current study examines how product type and attitudes toward the webtoon - a digital comic that originated in Korea - affect consumer responses to webtoon product placement (PPL). Specifically, it examines the following responses: the perception of PPL intrusiveness, attitudes toward the PPL, attitudes toward the brand, word-of-mouth intention, and purchase intention. It further investigates how PPL type interacts with product type and attitudes toward the webtoon on consumer responses to the PPL. The findings from a 2 (product type: functional vs. hedonic) × 2 (attitudes toward the webtoon: negative vs. positive) × 2 (PPL type: creative placement vs. on-set placement) between-subject experimental study suggest the following: consumer responses to PPL in webtoon is more positive when the product is hedonic (vs. functional) and when attitudes toward the webtoon are positive (vs. negative). This study further suggests when subjects felt favorably toward the webtoon, the creative placement produced weaker perceptions of PPL intrusiveness and more favorable attitudes toward the PPL than the on-set placement. On the other hand, when subjects felt negatively toward the webtoon, the on-set placement evoked weaker perceptions of intrusiveness and more favorable attitudes toward the PPL than did the creative placement.

• The Journal of Bigdata
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• v.3 no.1
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• pp.21-32
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• 2018

Currently, Webtoon Industry is promising as high potential market from it's high growth trend. The best advantage webtoon propose is that webtoon can provide appropriate service to customers with various needs. For this feature, webtoon industry is expanding throughout the world. This situation may give a great chance for authors and webtoon service corporation to export webtoon contents. Also, this situation could be an opportunity for webtoon to become a new "Korean Wave" contents. For successful advance to market, a close analysis for customers of exporting countries. In this research, we collected the data from Naver Webtoon and analyzed the features of webtoons and webtoon subscribers according to countries. With this research, it would be possible to find out specific methods and variables which affect the preference of webtoon subscribers.

• Journal of Korea Society of Digital Industry and Information Management
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• v.11 no.2
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• pp.91-100
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• 2015

The environment of using digital devices has been developed day by day, as mobile communication network has been fast and smart phone and tablet PC have been spread. When the environment changing, the contents consumers prefer have been changing too. The Webtoon became the representative contents of 'Snack culture'. The webtoon has led the growth of cartoon market for years recently instead of the slow comics growth. And it places its elf as contents on a firm basis, as it has been adapted to another genre such as Pay, Flm, TV Drama. Now it's expected to be an extgeneration contents that will lead Han-ryu(Korean wave). Though the webtoon has important and strong presence, there is no digital archive for collecting and preserving the webtoon, Korean Cartoon Contents Agency started making 'webtoon archive', but the groundwork and the study on the webtoon that represents digital culture contents are not enough a lot. In this study, the cases on digital archiving of culture contents in Korea are researched, and the direction on webtoon archiving that has just started is also discussed. The Archiving of webtoon that can't be seperated from digital contents is connected with archiving of digital culture contents in direction where they should be headed to.

• The Journal of the Convergence on Culture Technology
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• v.8 no.4
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• pp.457-468
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• 2022

With the rapid growth of the webtoon industry, a new model for webtoon applications has emerged. We have entered the era of webtoon application version 3.0 after ver 1.0 and ver 2.0. Despite these changes, research on user review analysis for webtoon applications is still insufficient. Therefore, this study aims to analyze user reviews for 'Kakao Webtoon (Daum Webtoon)' that presented the webtoon application 3.0 model. For analysis, 20,382 application reviews were collected and pre-processed, and TF-IDF, network analysis, topic modeling, and emotional analysis were conducted for each version. As a result, the user experience of the webtoon application for each version was analyzed and usability testing conducted.

• 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.

• 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.16 no.5
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• pp.194-204
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• 2016

With the fast diffusion of smart media, Webtoon has become popular contents among Korean people. Webtoon's content is being used in various content industries, such as movies and drama, and thus its cultural influence is increasing. Using ordinal Regression analysis, this study tried to find major factors affecting webtoon's success. This study found that readers' rating, number of likes, OSMU, author power, genre, picture style are important factors affecting the success of webtoon. This study has several business implications for the Korean webtoon industry.