문화현상에서 스토리텔링 개념 정의와 기능

Abstract

This study aims to redefine the concept of storytelling and also to research its functions. So the point is the diversity and complexity of contemporary culture looks lively cultural phenomenon than any other age and character reveals how it is extended to be redefined. As a result, It’s by a factor of diachronic the disclosure whether any undergoes a variety of changes of the underlying has the idea can not be altered target which is derived on the basis of the result of that recognition that HUMANITIES value. The storytelling concept source substrate, The value placed by the humanistic significance to that extent a subjective position secured by defining a story reveals the idea through the medium of the targe. Especially, the concept and term of storytelling are borrowed for various areas, exceeding the concept of ‘telling story’ which has been defined since the ancient times. We can see that it is borrowed for such extensive areas as a convergent meaning like corporate management storytelling, advertising storytelling, agricultural management storytelling, tourism storytelling, industry storytelling, and mechanical engineering storytelling. If such borrowing is continued and even accelerated, however, it is highly possible that the original value of storytelling could be thrown away. As the role of storytelling in creating wealth has been emphasized, nowadays storytelling is used essentially for every marketing strategy. Therefore, now, it is necessary to redefine the original functions and value of storytelling. It is very important to consider the original value of storytelling to meet the demands of the time. In the results of the consideration, this article drew out that storytelling is a story pursuing the most essential Idea that can lead communication and empathy. By newly defining the original value of storytelling as ‘Idea of original tendency’, the value of storytelling can be maintained in a way even when it is variously applied and borrowed.