Disney+ DISNEY 채널의 트랜스미디어 스토리월드 구축 전략 연구 : <겨울왕국>을 중심으로

초록

This paper aims to examine the transmedia storyworld building strategy of the DISNEY channel on the Disney+ platform. To this end, it focuses on <Frozen> and investigates the transmedia storyworld building strategy developed by the DISNEY channel using <Frozen> as the original IP. This paper classifies the expansion patterns of Disney's content IP into three stages according to different periods and strategies. The first stage(1928-1955) involves establishing Disney's 'strategic recipe' centered on character IP through various businesses. The second stage(1955-2019) is characterized by the expansion of story IP through a 'media mix' strategy centered on characters. The third stage, following the launch of Disney+ in 2019, involves building a transmedia storyworld while maintaining minimal points of contact with content IP based on enjoyment elements, exemplified by <Frozen> in this stage. The transmedia storyworld building strategy of <Frozen> involves: 1) enhancing scalability by encouraging active participation from the enjoyer based on musical elements; 2) creating new enjoyment value by recontextualizing the IP using sensory stimuli; 3) offering diverse entertainment by simultaneously implementing two different pictoria styles; 4) achieving unified enjoyment by strengthening connections with other content IPs through the use of popular characters. The DISNEY channel, one of the sub-channels on Disney+, holds numerous original content IPs. Identifying the transmedia storyworld building strategy of <Frozen>, one of Disney's most successful recent content IP, holds significant importance.

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