네이버 별점 하위권 웹툰의 베스트 댓글 연구

구자준 고려대학교 민족문화연구원 2023 民族文化硏究 Vol.99 No.-

One of the biggest changes in web-based narratives, such as webtoons and web novels, is the constant involvement of reader comments as readers flip screens or scroll up and down to read at their own pace. Best comments selected by readers lead the overall atmosphere of the comment section and form various discourses on web-based narratives. While such best comments can create productive interactions between authors and readers, they can also often spread unresolved conflicts and disputes. One of the best places to reveal these explosive moments of crisis is the comment section of the lowest-rated webtoons on Naver, a popular webtoon platform in Korea. Due to the nature of many free works provided during the serialization period, there is a high possibility that readers will continue to enter even low-rated works that are still controversial. Readers constantly express their opinions and emotions through best comments, incessantly venting various grievances about the author, the work, and the platform. This paper analyzes the best comments on 10 of the lowest-rated webtoons on Naver to examine the various expressions and perceptions that webtoon readers have about authors, narratives, and platforms. In contrast to other webtoons and web novels, readers of low-rated webtoons not only actively express their opinions about the work but also provide a detailed basis for criticism, forming a public discourse inside and outside of the comment section in attempts to intervene in the work. This is because readers who feel that they have failed to communicate normally with the author or the platform often attempt to systematize their complaints or justify cyberbullying toward the author. Thus, the criteria that web-based narrative readers use to read and analyze the narratives, and what they expect from the author and platform, are clearly revealed in the lowest-rated webtoons. However, it is difficult to simply accept the logical best comments as they also function as a mechanism that amplifies various forms of ridicule and cyberbullying, justifying the emotional reactions of hatred. 웹툰이나 웹소설과 같이, 독자가 좌우로 화면을 전환하거나 상하로 스크롤을 내려가며 자신만의 속도로 작품을 읽어가는 웹서사에서 생겨난 가장 큰 변화 중 하나는 읽기의 과정에 ‘댓글’이 끊임없이 관여한다는 점이다. 이때 베스트 댓글로 선정된 독자의 댓글은 댓글 게시판의 전반적인 분위기를 주도하며 웹서사 전반에 대한 다양한 담론을 형성한다. 다만 베스트 댓글은 작가와 독자 간의 생산적인 상호작용뿐만 아니라, 좀처럼 해소되기 어려운 불화와 갈등 또한 유발한다. 그리고 이와 같은 위기의 순간 폭발적으로 분출되는 갈등을 가장 잘 드러내는 장소 중 하나가 네이버 별점 하위권 웹툰의 댓글 게시판이다. 연재 기간동안 무료로 제공하는 작품이 많은 웹툰 플랫폼의 특성으로 인해, 화제성만 있다면 낮은 평가를 받는 작품의 댓글 게시판에도 독자들은 지속적으로 참여하는 양상을 보이기 때문이다. 독자들은 작가와 작품, 플랫폼에 대한 다양한 불만을 끊임없이 토로하며 자신들의 의견과 감정을 베스트 댓글을 통해 표출한다. 그렇기에 이 글에서는 네이버 별점 하위권 웹툰 10편의 베스트 댓글에 대한 분석을 통해 웹툰 독자가 형성하는 작가⋅서사⋅플랫폼에 관한 다양한 표현과 인식을 검토하였다. 다른 웹툰⋅웹소설과 비교했을 때 별점 하위권 웹툰에서는 독자가 작품에 대한 의견을 적극적으로 개진하는 것을 넘어, 비평의 기준을 세밀하게 제시하고 댓글 게시판 내외에서 공론을 형성하여 작품에 대해 개입하려는 시도가 반복해서 나타난다. 이는 작가 혹은 플랫폼과 ‘정상적’인 소통을 하는데 실패했다고 느낀 독자가, 자신들의 불평을 체계화하거나 작가를 향해 벌이는 사이버불링을 정당화하고자 시도하는 경우가 많기 때문이다. 그렇기에 별점 하위권 웹툰에서는 웹서사의 독자가 어떤 기준으로 작품을 읽고 서사를 분석하는가, 그리고 작가와 플랫폼에게 무엇을 기대하는가가 선명하게 드러나고 있다. 하지만 이와 같은 독자의 비평 기준을 베스트 댓글이 말하는 그대로만 받아들이기는 어려운데, 결국 ‘논리적인’ 베스트 댓글은 다양한 유형의 조롱과 사이버불링을 증폭시키는, 혐오의 정동을 정당화하는 기제로도 작용하고 있기 때문이다.

책빙의물과 게임방송물 웹소설의 자기반영성 연구 -『전지적 독자 시점』과 『납골당의 어린 왕자』를 중심으로

구자준 상허학회 2022 상허학보 Vol.66 No.-

One of the biggest characteristics of web novels is active close interactions in real time between authors and readers. Readers deliver their opinions about the narrative to authors by adding comments, and authors make proper reactions to readers and develop or revise the narrative accordingly. Texts are not determined finally by authors, but remain “in process” and revisable any time through active interactions between authors and readers. It is interesting that such author-text-reader changes themselves sometimes become materials of web novels and objects of reflective thinking. Good examples include works that accept the self-reflective motif of web novels as a genre element like the “book traveler genre” and “game broadcasting genre.” There have been relatively active discussions about the meta-characteristics and social meanings of the “book traveler genre,” but there has been not much discussion about how the “game broadcasting genre” reflects author-text-reader relationships. As it is demonstrated in such web novels as Omniscient Reader and The Little Prince of the Ossuary, however, the motifs of a book(game) travel and game broadcasting are frequently combined and trigger a consideration into the narrative environment of web novels. In such a case, the writer/reader protagonists having an adventure in the book and game worlds induce responses and support from viewers that watch their adventures through broadcasting based on their reinterpretations of the old narrative, continuing their “rewriting.” It shows that current web novels achieve narrative innovations through the reinterpretation and rewriting of the old genre novels and, at the same time, that this innovation process considers importantly in the process of persuading readers-viewers successfully. 웹소설의 가장 큰 특징 중 하나는 작가와 독자 사이에서 실시간에 가까운 상호작용이 활발하게 발생한다는 것이다. 독자들은 댓글을 통해 서사에 관한 자신의 견해를 즉각적으로 작가에게 전달하고, 작가는 독자의 반응에 적절히 대응하며 이후의 서사를 전개하거나 수정한다. 텍스트는 저자에 의해 최종적으로 확정되는 것이라기보다는, 작가와 독자의 활발한 상호작용을 통해 언제나 수정 가능한 ‘과정 중’인 것으로 남는다. 흥미로운 것은 이러한 작가·텍스트·독자의 변화 자체가 때로는 웹소설의 소재가 되어 반성적 사유의 대상이 되기도 한다는 점이다. ‘책빙의물’나 ‘게임방송물’과 같이 웹소설의 자기반영적 모티프를 장르적 요소로 받아들인 작품들이 대표적이다. 지금까지 ‘책빙의물’의 메타적 특성이나 사회적 의미에 대해서는 비교적 활발하게 논의되어 왔으나, ‘게임방송물’이 작가와 텍스트, 독자의 관계를 어떻게 반영하고 있는가에 관해서는 지금까지 많은 논의가 이루어지지 못했다. 하지만 전지적 독자 시점 이나 납골당의 어린 왕자 와 같은 웹소설에서 볼 수 있듯이, 게임방송이라는 모티프는 책(게임) 빙의 모티프와 빈번하게 결합하여 웹소설의 서사적 환경에 대한 고찰을 촉발한다. 이때 책과 게임 세계를 모험하는 작가/독자 주인공은 기존의 서사에 대한 재해석을 바탕으로, 방송을 통해 주인공의 모험을 지켜보는 시청자들의 호응과 후원을 끌어내며 ‘다시 쓰기’를 계속한다. 이는 현재의 웹소설이 기존 장르소설에 대한 재해석 및 다시 쓰기를 통해 서사적 혁신을 이루고 있음과 동시에, 이와 같은 혁신 과정에서 독자—시청자를 성공적으로 설득하는 과정이 중요하게 고려되고 있음을 보여준다.

웹툰의 무속적 시공간 연구

구자준 한국만화영상진흥원, (사)한국만화가협회 2022 만화포럼 칸 Vol.1 No.1

A Case Study on Brand Identity Elements of Professional Football Teams

구자준 한국일러스아트학회 2014 조형미디어학 Vol.17 No.3

The Korean national football team failed to advance into the second round of the 2014 World Cup and Korean people were disappointed and angered by the poor result. For the revival of Korean football, Korean professional football league (K-League), which is the basis of the national team, should be more popular and its teams, first of all, must obtain unique and outstanding brand identities which enhance the relationship with their fans. Therefore, it is reasonably important for the teams to identify elements of their brand identities and confirm a strong influence of the elements on their own brand value. There are a few research studies that have focused on brand identity elements in the context of sport, and relatively very few of those have clarified the influence of the elements through a qualitative approach like a case study. Thus, the study tries to verify the importance and role of 4 dimensions (visual, experience, product, and non-product) and 13 elements (logo, color, uniform, stadium, group experience, sponsor, website, star player, head coach, owner, regional province, success, and history) which construct brand identity of professional football teams through representative case studies. Consequently, the study confirms that if professional football teams successfully manage the 4 dimensions and 13 elements of their brand identities, they will generate and enhance their brand value in terms of finance and perception.

인간중심 디자인의 요소가 수용자 태도에 미치는 영향 - 적합성, 실현가능성, 지속성을 중심으로 -

구자준 한국브랜드디자인학회 2017 브랜드디자인학연구 Vol.15 No.2

인간중심 디자인 프로젝트를 성공적으로 완수하기 위해서는 최종 솔루션이 적합성, 실현가능성, 지속성 등의 3요소를 만족시켜야 한다. 본 연구의 목적은 인간중심 디자인의 3요소가 수용자 태도에 어떤 영향을 미치며, 가장 큰 영향력을 지니는 요소는 무엇인지를 규명하여 효율성 극대화를 위한 시사점을 제공하는데 있다. 본 연구는 4단계로 진행되었는데, 첫째로 인간중심 디자인과 그 요소들, 그리고 수용자 태도에 대한 관련 문헌들을 고찰하였고, 둘째로 문헌고찰을 토대로 실증분석을 위한 연구모형 및 가설을 설정하였다. 셋째로 대학생들을 대상으로 설문조사를 실시하여 총 156부의 응답을 얻었고, 마지막으로 회수된 설문자료를 바탕으로 SPSS 18 통계프로그램을 이용한 위계적 회귀분석을 실시하였다. 연구 결과, 인간중심 디자인의 3요소 중 적합성과 실현가능성이 수용자의 태도에 긍정적인 영향을 끼쳤으며 특히 적합성의 영향력이 가장 크다는 것을 확인하였다. 하지만 지속성은 수용자 태도에 영향을 미치지 않는 것으로 나타났다.결국 인간중심 디자인 프로젝트를 진행하는 기업이나 조직들은 적합성과 실현가능성을 만족시키는 솔루션을 도출해야만 수용자의 호의적인 태도를 이끌어낼 수 있다는 의미 있는 시사점을 도출하였다. In order to successfully accomplish Human-centered Design(HCD) projects, the solution that is generated at the end HCD has to overlap the 3 factors such as desirability, feasibility, and viability. The main purpose of the study is to examine how the 3 factors affects audiences' attitude, to verify which one is the most influential, and to offer an insight into maximizing efficiency of HCD.This study followed four step. First, literature review was conducted on the variables such as HCD, HCD factors, and audiences' attitude. Second, a research model was designed and three hypotheses were set based on IDEO HCD toolkit and previous studies for an empirical analysis. Third, a questionnaire survey on desirability, feasibility, viability, and audiences' attitude was conducted selecting 156 university students as samples. Finally, a hierarchical regression analysis was conducted by using SPSS 18 to analyze the causal relationships. The results showed that desirability and feasibility have a positive influence on audiences' attitude, and desirability shows a stronger influence than feasibility. However viability does not demonstrate an effect on audiences' attitude. Consequently, this study provide useful implications that design companies or organizations have to more focus on desirability and feasibility when they conduct HCD projects in order to enhance favorable attitude of audiences.

‘식민지 로맨스’의 네이션과 젠더—드라마 <미스터 션샤인>을 중심으로

구자준 대중서사학회 2022 대중서사연구 Vol.28 No.1

Aired on tvN in 2018, the drama Mr. Sunshine is set in Hanseong during the Korean Empire in the early 20th century, which period did not receive many highlights in historical dramas. This drama stirred various discussions about its historicity and historical investigation by mixing the landscape of Hanseong in the 1910s and that of Gyeongseong in the 1930s through intentional time and space entanglement. Why does it summon the “modern” custom of the colonial period? How is the background of the drama, Gyeongseong in the 1930s, related to its narrative and romance? This study set out to examine the drama on an extension of “colonial modern” reproduction that was in vogue since the 2000s and investigate the meanings of its character’s nation and gender that received little attention in previous discussions. In this drama, time and space entanglement is not restricted only to materials. It happens partially based on even conventional characters and narrative structures in romance that unfolds in the time and space of colonial Gyeongseong, thus holding importance. The drama critically inherits movies and dramas set in colonial Gyeongseong made since the 2000s. Here, the main characters’ relations with a nation are apparent as they are formed differently according to the characteristics and gender of characters. Unlike the old “modern boys,” Eugene Choi has no conflicts between Japan and Joseon. Instead, he shows off his transnational and military masculinity based on his American nationality and soldier status and keeps protecting the heroine. On the other hand, the heroine Go Ae-shin is set as a confident and independent character but ends up similar to other heroines in colonial romance since the 2000s as she serves as an opportunity for the hero to return to Joseon through romance. This discussion offers an inquiry into the changing patterns of reproducing “modern” during the colonial period and shows how the appearance of new romance reflects the current perceptions of gender and nation as dramas project the desire and logic of “current” times in historical events and characters. There is a special need to focus on the risky companion of fascination with modern and nationalist logic in the reproduction of colonial Gyeongseong in the 1930s since the 2000s. It shows that the complex and sometimes contradictory perceptions of individual and gender and people and state have been expressed in the landscapes of the 1930s. Both the achievements and limitations of Mr. Sunshine are the results of stitching up this issue of risky companion properly through romance.

A Study on Designing Experiential Art Strategies for Branding

구자준,강미선 한국일러스아트학회 2013 조형미디어학 Vol.16 No.4

Experiential art has potential benefits for companies, artists and consumers. There are some issues to be solved in applying experiential art for brands. First of all, it is difficult to measure the value of experiential art and there are few tools for it. Moreover, the combination of business and art is complicated since marketers and artists have different mindsets and words. Design, meanwhile, can contribute to brands that use an experiential art strategy in a wide range. However, the role of design and/or designer is limited in most companies. Furthermore, there are few studies and systematic strategies in this new area. Therefore, it should be necessary to suggest useful outcomes including guidelines and frameworks for an efficient experiential art strategy, and to realize that design can contribute to this new area providing creative thinking such as new tools, environment, organization and process. In this vein, it is important to understand how to measure the value of experiential art, combine business and art, and define the role of a design. While exploring these three issues, this study suggests two conceptual frameworks. Firstly, 'Value Audit Framework' consisted of 'Experience Tool Scorecard' and 'Experience Audit Criteria' will be helpful to measure the intangible values of experiential art strategies. Secondly, companies can refer to 'The Planning Model' when they plan experiential art strategies systemically.

Effect of renin-angiotensin-system blockers on contrast-medium-induced acute kidney injury after coronary angiography

구자준,김재준,강지훈,김경년,변기섭,김미경,김태익 대한내과학회 2014 The Korean Journal of Internal Medicine Vol.29 No.2

Background/Aims: With the increasing incidence of cardiovascular disease, angiocardiographyusing contrast-enhancing media has become an essential diagnosticand therapeutic tool, despite the risk of contrast-medium-induced acutekidney injury (CIAKI). CIAKI may be exacerbated by renin-angiotensin-system(RAS) blockers, which are also used in a variety of cardiovascular disorders. Thisstudy evaluated the effects of RAS blockade on CIAKI after coronary angiography. Methods: Patients who underwent coronary angiography in our hospital betweenMay 2009 and July 2011 were reviewed. Serum creatinine levels before and aftercoronary angiography were recorded. CIAKI was diagnosed according to an increasein serum creatinine > 0.5 mg/dL or 25% above baseline. Results: A total of 1,472 subjects were included in this study. Patients takingRAS blockers were older, had a higher baseline creatinine level, lower estimatedglomerular filtration rate (eGFR), and had received a greater volume of contrastmedium. After propensity score matching, no difference was observed betweenthe RAS (+) and RAS (–) groups. Multiple logistic regression identified RAS blockade,age, severe heart failure, contrast volume used, hemoglobin level, and eGFRas predictors of CIAKI. Multiple logistic regression after propensity matchingshowed that RAS blockade was associated with CIAKI (odds ratio, 1.552; p = 0.026). Conclusions: This study showed that the incidence of CIAKI was increased in patientstreated with RAS blockers.

21세기 국내방위산업 발전방향에 대한 연구(2)

구자준,Gu, Ja-Jun 한국방위산업진흥회 1998 國防과 技術 Vol.- No.238

이 글은 국내 유수의 방산업체인 LG정밀의 총괄부사장이자, 방산사업부장으로 재직하고 있는 필자가 지난 7월 서울대학교 최고경영자과정(AMP)을 수료하면서 제출한 논문으로 한국방위산업의 현주소와 제반 문제점을 상세하게 적시하고, 미래 국가경쟁력 제고차원에서의 폭넓은 정책적 대안을 제시하고 있습니다. 독자 제위의 일독을 기대해 봅니다.

변화하는 일상툰의 비판적 가족 재현 ―웹툰 <단지>와 <며느라기>를 중심으로

구자준 한국극예술학회 2019 한국극예술연구 Vol.0 No.65

‘페미니즘 리부트’ 이후 다양한 미디어에서 여성 서사가 확산되고 있다. 웹툰에서도 페미니즘에 기반을 둔 여성 서사가 활발히 창작되고 있는데, 이는 ‘페미니즘 리부트’와 웹툰의 역사적 맥락을 함께 고려하여 웹툰 속 여성 서사의 변화를 검토할 필요성을 요청한다. 그런 점에서 볼 때 웹툰 <단지>와 <며느라기>는 기존의 웹툰과 ‘페미니즘 리부트’ 이후 웹툰 간의 접속과 단절의 지점을 보여주는 흥미로운 텍스트이다. 두 작품은 부분적으로 기존 일상툰의 특성을 활용하면서도, 이를 변용하며 지금까지의 일상툰에서는 보여주지 않았던 가족에 대한 비판적 인식을 여성 서술자의 시각을 통해 드러낸다. <단지>의 주인공은 작가 본인의 정체성을 숨기지만 소외된 딸로서의 정체성을 강하게 드러내는 단지라는 가명을 통해 자신의 가족을 솔직하게 묘사할 수 있는 자유를 얻는다. 사실적인 인물 묘사와 자전적인 1인칭 다큐멘터리를 연상시키는 서술 방식은 독자로 기존의 일상툰에서는 찾기 힘든 불안함과 긴박함을 불러일으키며 독자를 몰입시킨다. <며느라기>는 기존의 웹툰 플랫폼이 아닌 인스타그램과 페이스북과 같은 SNS을 적극적으로 활용한다. 파운드 푸티지와 유사한 방식으로, <며느라기>는 주인공 캐릭터인 ‘며느리’ 민사린이 직접 올린 인스타그램 게시물과 민사린의 일상을 그린 에피소드를 교차해서 보여주며 독자들을 끌어들이고 있다. 독자는 <며느라기>가 허구의 인물을 주인공으로 한 픽션이라는 사실을 인식하면서도, 동시에 민사린을 우리 주변에 존재하는 익숙한 누군가 혹은 작가 본인으로 오인하게 된다. 소재와 서사의 많은 차이에도 불구하고, 두 웹툰은 일상툰의 형식을 차용 혹은 변형함으로써 가족 내의 소수자로 존재하는 여성의 시각과 체험을 전면화했다는 공통점을 지닌다. 여전히 가족 이데올로기는 강고하게 작동하지만, 이른바 ‘정상 가족’이 딸 혹은 며느리로 환원되는 여성의 소외와 희생을 요구한다는 사실은 더는 숨길 수 없는 것이다. 두 웹툰은 이미 오래전부터 시작된 가족의 균열을 우리가 이제야 인식하기 시작했다는 사실을 분명하게 드러내며, 일상툰 그리고 일상툰이 그려내던 ‘일상’에 대한 기존의 협소한 이해를 넘어서야 한다는 사실을 드러낸다. After the ‘feminist reboot’, the proliferation of female narratives began in various media. Feminism-based female narratives are actively being created in webtoons. This calls for the necessity of examining the changes in female narratives in webtoons, considering the context of ‘feminism reboot’ and webtoon history. In that sense, Danji' and Myeoneuragi(The Daughter-In-Law) are interesting texts that show the connection and disconnection between the traditional webtoons and the webtoons after the feminist reboot. These two webtoon series partly utilize the characteristics of the existing dailytoon, but transform it, revealing the critical recognition of the family that has not been shown in the dailytoon through the perspective of the female narrator. The protagonist of Danji is based on the artist herself. She hides her original identity and adopts the assumed name Danji to reveal her identity as an alienated daughter strongly, thus obtaining the freedom of depicting her family honestly. Based on the realistic descriptions of characters and the narrative approach to be reminiscent of an autobiographical first-person documentary, Danji causes anxiety and urgency, which used to be difficult to find in the old dailytoons, and gets the readers immersed in its stories. Myeoneuragi(the Daughter-In-Law) makes active use of SNS such as Instagram and Facebook instead of the old webtoon platform. In a similar approach to found footage, Myeoneuragi(the Daughter-In-Law) attracts readers by showing the Instagram pictures posted by Min Sa-rin, the main character of the webtoon series, and the drawings of episodes in her daily life. The readers recognize that the webtoon is a work of fiction about a fictional character but, at the same time, mistake Min Sa-rin as someone they are familiar with in their surroundings or the artist herself. Despite many differences in materials and narratives between them, the two webtoon series both put the viewpoints and experiences of women in the front as the minority in the family by borrowing or altering the format of dailytoons. Although the ideology of normal family still works in strong and firm ways, it is no longer possible to hide the fact that so-called "normal family" demands alienation and sacrifice from women that are daughters or daughters-in-law. These two webtoon series clearly show the fact that we have only begun to recognize family cracks that began long ago. It also reveals the need to go beyond the existing narrow understanding of dailytoon and 'daily life' of dailytoon.