트랜스미디어 스토리텔링을 활용한 장소 브랜딩 프레임워크

Abstract

Currently, we live in a hyper-connected digital en- vironment where endless emergences and connections, convergence and expansion occur constantly. Here, this is a study on the interaction between place branding and transmedia storytelling, which is limited in scope to cultural convergence among trends of various dimensions. We examine the relationship between the working elements of transmedia storytelling and the participants from previous studies. In addition, co-design's elements of domestic and foreign evolved place branding were reviewed to closely identify mu- tually beneficial place branding, and to identify the type of application corresponding to each case. As a result, the type that creates place value and vision by contextually connecting the past, the present, and the future is a method of inducing and apply-ing active participation of users for creating the holistic approach in sharing , transmitting and expanding a story through various media platforms. Finally, this paper proposes a place branding fram-work using transmedia storytelling by applying the co-design method in linking the value of transmedia storytelling and place, and contributes to the develop-ment of place branding that leads the convergence culture. In addition, this study complements the in- depth analysis through the transmedia storytelling of the future oriented representation of the researchers' previous studies.