웹툰 IP를 활용한 컨버전스 전략 연구 :˂웹툰싱어˃를 중심으로

초록

As the importance of content IP is emphasized in the current content industry, IP expansion using original content is active. With this trend, attempts to utilize webtoon IP are emerging in entertainment programs, and the need for a convergence strategy between format components is being highlighted. Previous research on convergence has laid the theoretical foundation for convergence, but has not encompassed the concept of newly created convergence types and aspects, and there is a lack of specific research on the effects and enjoyment of convergence. Therefore, in this paper, we defined convergence and focused on <Webtoon Singer>, the most experimental example of this convergence strategy. This paper analyzed the usage pattern of Webtoon IP in the format of <Webtoon Singer>, evaluated the convergence effect through examples, and derived an entertainment program strategy using Webtoon IP. As a result of the study, <Webtoon Singer> utilized webtoon IPs as a key element in various ways and created a genre called ‘Webtoon Music Show’ by producing music stages with unique characteristics for each webtoon IP, creating a venue for new experiences. In addition, through actual cases, convergence occurred when webtoons and music stage elements were combined organically and complexly and the distinctiveness of webtoons was strongly demonstrated on the music stage by revealing various layers of connectivity. Through this, it was confirmed that the expansion and enjoyment of various media platforms was strengthened. The strategy of using Webtoon IP as an entertainment program source through analysis of <Webtoon Singer> is to: ① provide a venue for creating new experiences through various utilization methods with Webtoon IP as the key element, ② strategically strengthen convergence activation factors, and ③ Webtoon IP Enjoyment should be strengthened by producing connectivity at various levels.

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