Web CF 에 나타난 Digital Storytelling 기법에 관한 연구

Abstract

This study focuses to investigate and analyze the digital storytelling techniques of Web CF to promote corporate image and product information in the Internet media environment. For the purpose, research questions were set up as follows: First, what is the concept of digital storytelling compared to conventional storytelling? Second, how are digital storytelling techniques applied to Web CF? Third, what is the application plan of digital storytelling for effective Web CF? Existing studies' digital storytelling strategy of Web CF put emphasis on recipients' immersion through creation of story value, effective use of interaction and connection with a community. In view of a case analysis, as well as the significance of the existing strategy, the disposition and use of entertainment elements is very important as a principal digital storytelling method from an aspect that the purpose of Internet use is to acquire information and enjoy entertainment. Entertainment elements provide experience and clues that might evoke recipients' curiosity by giving visual and aural joy to them. Meanwhile, since a desire for touching and real stories is a natural requirement from mankind, it is possible to deliver more depth recognition and contents to recipients when the theme of audiovisual joy is moving and appeals to the inner world of humans with contents about their yearning. Such touching themes and contents about humans' yearning are considered to appeal to analogue human emotions in this speedy, selective and various digital culture. That is, since digital network and interaction are not a sufficient condition to digital storytelling, it can be said that excellent digital storytelling is about a new story asked by the digital era with digital techniques.