공공공간의 DOOH 미디어 침투 현상에 대한 개선방안 고찰

Abstract

Living in modern society, we are constantly exposed to multimedia environments due to technological advancements. The display of highly sophisticated multimedia content in public spaces is expanding and its reach is broadening. In the midst of the COVID-19 pandemic, multimedia display is expanding to the outdoors. This is evidenced by an artistic display that embodies works in buildings through a media façade, and digital signage as in commercial displays. Outdoor advertising, also called out-of-home (OOH) media, refers to all sorts of adverts and videos that consumers encounter when they are outside their homes. With the advent of the digital era, OOH media is turning into DOOH media with increasing use of digital technologies. DOOH media is a new marketing trend that utilizes video content. An important feature of it is that it can combine dynamic and latent interactions of images with characteristics of the OOH media, and it can accommodate more than two pieces of information at a time in the same physical space through the use of a display with multiple options. DOOH media brings about fundamental changes in the way a public space is utilized as the same surface can be used to display a variety of digital information such as weather forecast, train arrival times, etc. But the development of digital media technology is accompanied by indiscriminate exposure to myriad innumerable images that deeply penetrate viewers' psyche. As more regulations are being lifted, the glut of video content is increasing, leading to the possibility of negative effects on health. DOOH media often focuses too much on advertising without taking time and place into consideration, adding confusion to the landscape in terms of aesthetics and creating a uniform, bland local scenery. Since citizens are involuntarily exposed to video viewing, it is necessary to consider the possible side effects of digital public advertisements. However, the usefulness of DOOH media goes beyond advertising; it can be used to provide non-commercial information as well. DOOH media has the advantage of easiness and scalability when it comes to distributing various types of content, so it is necessary to contemplate on its growth while taking socio-ecological responsibility into account.