메타버스 예술활동의 속성과 경험가치에 관한 연구
A Study on the Attributes and Experiential Value of Metaverse Artistic Activities
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초록
인공지능, 빅데이터, 클라우드, 5G 등 디지털 혁신기술과 서비스의 진보에 따라 가상/증강/혼합현실(VR/AR/MR) 기술과 이를 기반으로한 메타버스 기술과 서비스 역시 성장세를 나타내고 있다. 또한, 예술활동에서도 디지털 기술 발전과 COVID-19의 비대면(Untact) 추세의 확장으로 기술과 예술의 융합에 의한 메타버스 예술활동 역시 새로운 예술활동으로 주목받고 있다. 본 연구에서는 새로운예술활동 영역인 메타버스 예술활동을 정의하는 주요 속성을 살펴보고, 이를 향유한 관객이 인지한 경험가치를 규명하였다. 메타버스의 주요 속성은 ASF에 의해 제시된 네 가지 유형인 가상세계, 증강현실, 라이프로깅, 거울세계를 기반으로 정의되고 있으므로, 이러한 기존 속성들의 메타버스 예술활동에의 적용 가능성을 분석하였다. 분석 결과, 예술과 기술이 융합된 메타버스 예술활동의 다양성과 복잡성을 충분히 반영하기 위해 기존 속성 외에 추가적 속성의 규명과 활용이 필요함을 제시하였다. 메타버스 예술활동 관객을 대상으로 한 설문조사에서 도출된 경험가치는 오락적 가치, 심미적 가치, 일탈적 가치, 관계적 가치의 네 가지로 분석되었다. 이 중 오락적 가치와 관계적 가치는 관람 만족도에 긍정적인 영향을 미치는 반면, 심미적 가치와 일탈적 가치는 유의미한 영향을 미치지 않는 것으로 나타났다. 따라서, 기술과 융합한 예술활동의 주요 영역인 메타버스 예술의 발전과 성장을 위해서는 이러한 새로운 예술활동을 정의할 수 있는 세부적 속성의 규명과, 이를 활용한 예술의 창작, 유통 및 향유가 필요하며, 이러한 과정에서 주요 소비자인 관객이 인지하는 경험가치를 향상하거나 제고할 수 있는 효과적인 방안과 전략이 필요하다.
Abstract
The advancement of digital innovation technologies and services, including artificial intelligence, big data, cloud computing, and 5G, has concurrently spurred the growth of Virtual/Augmented/ Mixed Reality (VR/AR/MR) technologies and, based on these, the burgeoning field of metaverse technologies and services. Moreover, amidst the evolution of digital technology and the expansion of non-contact trends due to COVID-19, metaverse artistic activities, which represent a fusion of technology and art, have emerged as a new realm of artistic endeavor. This study explores the defining characteristics of metaverse artistic activities as a new domain of art and elucidates the experiential value perceived by audiences who have engaged with such activities. Based on the ASF's presentation of four main attributes—virtual worlds, augmented reality, lifelogging, and mirror worlds—this research analyzes the applicability of these existing attributes to metaverse artistic activities. The findings suggest that to fully reflect the diversity and complexity of art-technology fusion in metaverse artistic activities, it is necessary to identify and utilize additional attributes beyond the existing ones. The survey conducted on the audience of metaverse art activities identified four experiential values: Entertainment value, Aesthetic value, Escapist value, and Relational value. Among these, entertainment value and relational value were found to have a positive impact on audience satisfaction, whereas aesthetic value and escapist value did not show a significant impact. Therefore, to foster the development and growth of metaverse art as a principal area of technologically integrated artistic activity, it is imperative to define these activities through detailed attributes, and to create, distribute, and enjoy art utilizing them. In this process, effective strategies and approaches are needed to enhance or augment the experiential value perceived by the audience, who are key consumers.
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