트랜스미디어에 나타난 브랜드뮤지엄 체험컨텐츠 비교연구

Abstract

(Background and Purpose) The development of digital media has led to a phenomenon in which media changes and converges across specific fields. The concepts and components of transmedia were examined to study its content expansion, which emerged as a new phenomenon in a rapidly changing media environment. In addition, previous studies related to transmedia, transmedia content, storytelling, and transbranding studies were reviewed, confirming the need for research on practical phenomena, especially as exhibitions and museums are rapidly switching to online platforms and spreading to exhibition halls during the COVID-19 pandemic. We looked at the exhibition halls of companies that operate offline and online exhibition halls and use transmedia. (Method) In this study, Service Blueprint, an analysis technique of service design, was used to analyze the story, user experience, space image, and users’ visual acceptance in the environment of the exhibition hall. Since the transmedia of the exhibition hall is based on the offline exhibition hall, the satisfaction level of the exhibition production was examined through a customer satisfaction analysis of the offline exhibition hall, and the story composition of the online exhibition tour (LAN Tour) and in-person virtual experience tour (360 degrees VR). The color of the image was checked through KSCA (Korea Standard Color Analysis) for each medium according to the transmedia environment, and the users’ visual acceptance environment was analyzed. (Results) Exhibition experiences—offline, online, and virtual—were compared and analyzed, and the following results were obtained. The survey offered proof that the experience elements increased the interest and immersion of visitors among many elements of the exhibition productions. This result led to a change in story composition when it changed to transmedia. However, even transmedia content based on the same space appears differently, depending on the presence or absence of a substory. In particular, it was found that the user's acceptance image changed according to the exhibition production—that is, the screen composition hierarchy during the virtual experience tour. In this regard, the viewing journey and the resulting image may appear differently in the scene and sequence, but the color used was found in a similar color group. (Conclusions) Finally, this study determined that story composition for every increasingly diverse variety of media is required in this transmedia era, and storytelling for each media produced a similar audience acceptance image. Color planning, which is the most important factor for visual acceptance, is expected to play an important role, and color planning suitable to the characteristics of transmedia should be part of the transmedia process.