포토저널리즘에 있어서 소셜미디어 스토리텔링에 관한 연구 -오바마 정부의 백악관 사진을 중심으로-

Abstract

This paper investigates the structure of `social storytelling`, a special case of social media, analyses the media environment surrounding photo journalism, and predict the future of the photo journalism. To do this, the paper takes into account the `photos of the Obama administration in the White House` as a representative examples. The paper performs `strategic` research by looking over Obama`s communication behaviors with the public. And then it goes to the `structural` research to deepen the understanding of mechanism of social storytelling. The main result of the two-stages study on the photographs of Obama in White House is that, the photos maximize effect of communications with the public by utilizing `private` social media, based on the traditional White House photographs. The `private` photos that captured Obama`s frank and intimate everyday routines successfully appealed the public`s favor. This way of communication was successful mainly because of the grassroots democracy of the American society that prefers `individual` and `communication`, and this horizontal and bilateral communication culture is the fundamental main driver for the social media and the Obama`s pictures to have private and participating properties. The democratic structure of the social storytelling is explained by the concept of`Kommunikologie`, argued by Vilem Flusser. According to the concept, The Obama`s `private` pictures in White House has a `communicative` property that `reproduces` more information in the process which is produced and distributed by individual agents. This is contrasted with the `discourse` that aims to distribute an information in a closed way to preserve it. The communicative property is a fundamental base for `Network conversation`, the structure of opened and bilateral communication. The pictures of Obama have been a symbol of social storytelling by `communicating` with `individuals` and thus they finally created the new dimension of delivering information in a social network, the opened network.