브랜디드 콘텐츠에 있어서 웹 드라마의 스토리텔링에 관한 연구

Abstract

The purpose of this study is to inquire empirically into the possibility of web drama, which is being noted as the new branded content, focusing on storytelling, through analyzing the genre according to a material of brand web drama, the storytelling construction, and the story structure and through sub-dividing a storytelling type. A research scope was progressed a study focusing on 17 brand web dramas, which were posted for the recent 2 years. As for a research method, a theoretical consideration was seen documentary data. A survey on the present status in the country was searched D/B primarily through internet, and was referred to an internet-video sharing site for selecting the web-drama survey subjects. As a result of the research, the brand web drama was surveyed to borrow the existing drama customs in the aspect of a conflict with message, of an appearing character, and of the storytelling construction in a plot, but not to establish complex storytelling, and to concentrate on romantic drama, which mainly addresses the love of young man and woman in the aspect of material and genre. In light of the characteristics in brand web drama, the product, character and background have influence upon storytelling with being mutually united. Storytelling was divided into two cases of being intended in the form of containing the message of being pursued by an enterprise in the whole contents in order not to be unveiled a product or publicity on brand, along with the story composition of including PPL(product placement), which displays a compositive advertising effect. In consequence of analyzing a story through applying assimilation model, it was indicated to have a story structure in 5 stages of exposition-rising action-crisisclimax- resolution according to the frequency of broadcasting, or in 4 stages with the omission of crisis or climax. As a result of analyzing a storytelling type, the brand web drama was surveyed to utilize episode storytelling the most that was made by having a material as love and entertainment. It was surveyed and analyzed to show the storytelling of re-mediating an existing drama, or a web drama and advertising contents, and to be made with compressing it into the speedy and fast video with a short volume for averagely 7 minutes or so. This study has a limitation that developed a research with restricting the research subject to brand web dramas for the recent 2 years, but is expected to be possibly applied to fundamental research data for the storytelling of brand web drama in the real situation of being insufficient in a relevant research.