One Source Multi Use 활성화를 위한 문화콘텐츠 스토리텔링 전환 연구

Abstract

This study aims at researching the strategy for cultural contents storytelling adaptation to promote one source multi use. The genre adaptation, one way of one source multi use, is based on storytelling adaptation. The adaptation from one genre to the another starts from the discriminations of each genre, as they are embodied with storytelling strategy which creates the total differences, such as purpose, media, technology, genre’s structure, target, revenue window, order of one source multi use, depth, and effect. The previous discussion on adaptation is focused on 1) the problem on damaging the original’s value and authority, 2) the possibility if different codes can be adapted, and 3) the effective performance of adaptation, and aesthetic value. As the limits of this kind of previous discussion have been laid bare with original centered, narrative centered, and text centered, it doesn’t meet practical needs of adaptation now. An adaptation is the process of mutual change between independent genres which have secured their own genre’s discrimination. The genre’s discrimination means the distinction, which is secured by its purpose, code system, media, technology, major enjoyers, and revenue structure within integrated network. The new point of view is necessary to research the adaptation strategy concretely. Three elements of one source multi use, window effect, merchandising, and branding, should be considered first, and then internal and external elements next and totally. And the strategic choice, and integrated aspect should be considered with the elements of adaptation such as purpose, leading language by genre, multiple senses, research on process of enjoyment. And it is necessary to indentify the popularity the original secured, to choose and verify the elements which should be maintained after adaptation, and to get the strategy to differentiate for competitive contents. The process will lead to the decision on method, depth, and appealing elements, focused on the four elements, genre, media, technology, and enjoyment, so that we can research the optimal mode of differentiated text to meet the adaptation’s purpose.