The analysis of visual storytelling in pop concerts under cultural context differences - Focused on performances by American and South Korean artists from 2018 to 2022 -

Abstract

Background The concert industry has changed throughout history. The concert consists of many components (stage design, visuals, choreography, music, lyrics) that interact together and contribute to the understanding by the viewer of the idea and concept of the entire performance. The videos help to attract the audience, emphasize the artist's image, and help convey information not only by text but also through pictures. The visual elements on the enormous screens have become a storytelling tool that allows the artist verbally influence the viewer's emotions through the carefully thought-out visible range. The purpose of the study is to compare and find differences between America's and South Korea's pop concert visual storytelling under the cultural aspects. Methods In the case study, the content analysis used in the current research and study—the artists for the case study were selected according to the Rankings of both countries. Collected data (visuals from the performances of each representative) observed, analyzed, and presented in the study. Define the differences in its cultures and their impact on visual storytelling, Edward Hall's concept of culture used, and the visual storytelling principles of Jess Scherman applied during the case study analysis. Result Analysis of the visual elements shown at the concerts of the performers featured in the study revealed the following differences in the form of visual storytelling. During the USA artist's concerts, following their belonging to the low-context and individualistic culture, all symbols and visual elements are expressed explicitly without understatement. In South Korea's case, the idea is implicit because they belong to the high-context and collectivist culture, according to Edward Hall. Applying Jess Sherman's principles of visual storytelling, American artists represent a relevance principle where the artist, without hesitation, discusses current social and cultural issues with the audience, bringing awareness to people. South Korean artists can't express themselves on these topics because of society's requirements and their strong bonds with it, so they tend to create a conceptual universe for their visual storytelling (archetype principle of visual storytelling). Conclusion This study found that culture has an impressive influence on visual storytelling. Even during the era of Globalization in music, culture will be the drive-force for the artists' expression. The visual elements shown during the concert are essential in visual storytelling – image conveys information and emotions, sometimes to a much greater extent than text. American artists, who are well aware of their music and performances' impact on the listeners, readily show the visual of socially oriented topics. On the other hand, South Korean artists are following their group's concept and can't express themselves as openly as American artists.