A Study on the Image Reproduction Method and Storytelling of Media Facade

Abstract

Media facade, one of the media art production methods, strengthens the visual immersion of visitors and leads to a positive response through colorful images, colors, and video expression techniques. However, if the producer only focuses on visual image expression, it may be difficult for the originally intended message or meaning to be conveyed to the audience, and the expected effect may be lowered. This study analyzed the exhibition composition, narrative structure, and audiovisual elements through the production and exhibition cases of the media facade content, <Awakening the Treasure Ship, Asia Maritime Silk Road>, and studied image reproduction and storytelling. Through this, it was confirmed that in order to effectively display a media facade, a visual image with a narrative structure is needed rather than a linear image presentation, that continuity and repetition must be accompanied, and that it is necessary to reconstruct the story with metaphors and symbols. In the future, media facades that consider these methods will be able to provide visitors with more opportunities to enjoy culture and effectively convey the message intended by the creator.