웹툰의 스토리월드 구축 사례 연구 -슈퍼스트링을 중심으로-

Abstract

웹툰은 웹툰 자체로 비즈니스 모델을 형성하는 것이 아닌 트래픽 유도를 위한 무료 상품이라는 기형적 구조로 탄생했다. 하지만 통신 기술의 발전과 향유에 최적화된 스크롤 형석의 구성은 웹툰 산업의 발전을 일구어냈다. 이제는 웹툰이 수많은 콘텐츠의 원천콘텐츠로 활용되는 시점에 이르렀지만, 아직도 IP 활용 측면에서 장기적인 면모를 갖추지 못하고 단기적인 활용에서 멈추는 모습을 보인다. 웹툰의 IP 활용 장기화를 위한 제반 구축으로 트랜스미디어 스토리텔링의 텍스트 집합 구축 방법인 ‘스토리월드’의 개념과 특징을 도출해 적용했다. 스토리월드 구성 방법은 콘텐츠별로 상이하며 웹툰 플랫폼 특성을 확인해 봤을 때, 웹툰 단일 콘텐츠로 구성된 스토리월드를 알아보기 위해 사례를 통한 분석이 필요하다. 이에 웹툰 단일 콘텐츠로 스토리월드를 구축 중이며 이를 통해 장기적인 IP 활용 계획을 구상 중인 슈퍼스트링을 대상으로 분석한다. 슈퍼스트링은 서로 다른 텍스트가 서로 연결될 수 있게 초끈이론과 무저갱을 통해 최소한의 연결성을 확보하고 삼 단계를 거쳐 스토리월드를 구축 중이다. 1) <심연의 하늘>을 통해 슈퍼스트링의 방향성을 제시하고 대적 세력의 다원화를 통해 다양한 작품으로 뻗어 나아갈 수 있는 토대를 제공했다. 2) 캐릭터 중심으로 제작된 작품은 스토리월드의 빠른 구축을 도모한다. 3) 지속적으로 연결 고리를 노출하기 위해 대적세력, 캐릭터, 소재를 통해 텍스트 간 연결을 도모한다. 본 연구는 슈퍼스트링 분석을 통해 웹툰 단일 미디어를 통한 스토리월드 구축 방법을 알아보기 위해 슈퍼스트링을 분석했다. 이를 통해 웹툰 플랫폼 특성에 맞는 스토리월드 구축 방법을 확인했다. 다만 본격적인 IP 활용의 장기화를 논하기 위해서는 슈퍼스트링 IP를 활용한 콘텐츠가 지속적으로 제작된 이후 후속연구를 통해 논의가 필요하다. 아직 후속연구를 통해 보완해야 할 점과 경험적 사실을 관찰하며 실증적 검토가 필요하지만, IP 활용에 대한 논의 구축과 더불어 웹툰 단일 미디어 스토리월드 구축에 대한 논의를 활성화 시킨 점에 있어 의의를 두고자 한다.| Webtoons were born with a deformed structure that was not a business model in itself, but a free product for traffic induction. However, the development of communication technology and the composition of scrolls optimized for flavoring have helped the webtoon industry develop. Although the webtoons are now being used as source content for numerous content, they still do not have a long-term perspective in terms of IP usage and stop short-term use. It derived and applied the concept and features of ‘Storyworld’, which is a method of establishing a set of text messages for transmedia storytelling, as a whole for long-term use of IP for webtoons. The method of storyworld composition varies from content to content, and when checking webtoon platform characteristics, analysis is required through a case study to identify Storyworld, which consists of a single content of webtoon. It is currently establishing Storyworld as a single content for webtoons and analyzing it for super-streaming that is planning to use IP for a long time. Superstring is building a storyworld through three stages, ensuring minimal connectivity through super-string theory and muzzle so that different texts can be connected to each other. 1) The "City Sky" presented the direction of super-streaming and provided the foundation for its expansion into various works through the pluralization of opposing forces. 2) Character-oriented works seek the rapid establishment of Storyworld. 3) Connectivity between texts is sought through counter-enemy forces, characters, and materials to expose the link continuously. This study analyzed super-streaming to find out how to build a storyworld through a single webtoon media through super-streaming analysis. Through this process, it has confirmed how to build a storyworld that fits the characteristics of a webtoon platform. However, in order to discuss the long-term use of IP in earnest, we need to discuss it through follow-up research after contents using super-streaming IP have been continuously produced. Although empirical consideration is still needed by observing what needs to be supplemented and empirical facts to be made through follow-up research, the discussion on the use of IP as well as the discussion on the deployment of a single webtoon media storyworld should be discussed.; Webtoons were born with a deformed structure that was not a business model in itself, but a free product for traffic induction. However, the development of communication technology and the composition of scrolls optimized for flavoring have helped the webtoon industry develop. Although the webtoons are now being used as source content for numerous content, they still do not have a long-term perspective in terms of IP usage and stop short-term use. It derived and applied the concept and features of ‘Storyworld’, which is a method of establishing a set of text messages for transmedia storytelling, as a whole for long-term use of IP for webtoons. The method of storyworld composition varies from content to content, and when checking webtoon platform characteristics, analysis is required through a case study to identify Storyworld, which consists of a single content of webtoon. It is currently establishing Storyworld as a single content for webtoons and analyzing it for super-streaming that is planning to use IP for a long time. Superstring is building a storyworld through three stages, ensuring minimal connectivity through super-string theory and muzzle so that different texts can be connected to each other. 1) The "City Sky" presented the direction of super-streaming and provided the foundation for its expansion into various works through the pluralization of opposing forces. 2) Character-oriented works seek the rapid establishment of Storyworld. 3) Connectivity between texts is sought through counter-enemy forces, characters, and materials to expose the link continuously. This study analyzed super-streaming to find out how to build a storyworld through a single webtoon media through super-streaming analysis. Through this process, it has confirmed how to build a storyworld that fits the characteristics of a webtoon platform. However, in order to discuss the long-term use of IP in earnest, we need to discuss it through follow-up research after contents using super-streaming IP have been continuously produced. Although empirical consideration is still needed by observing what needs to be supplemented and empirical facts to be made through follow-up research, the discussion on the use of IP as well as the discussion on the deployment of a single webtoon media storyworld should be discussed.