서사 기호학 기반의 스키마 이론 고찰 -SNG 스토리텔링을 중심으로

이혜지 ( Seung Kuk Baik ),백승국 ( Hae Ji Lee ) 한국기호학회 2014 기호학연구 Vol.40 No.-

이 논문의 목적은 SNG 스토리텔링에 대한 서사 기호학적 접근을 통한 스키마이론의 학제적 고찰을 시도하는 것이다. 서사 기호학적 개념과 방법론을 중심으로 SNG 유저에게 작동하고 있는 내러티브 스키마에 대한 이론적 고찰을 접근하고자 한다. 텍스트 담론에 대한 주체의 인지적 체험에 대한 기호학적 분석을 넘어, 이미지 중심의 SNG 유저에 내재된 스키마에 대한 서사 기호학적 접근이다. 구체적으로 서사 기호학을 중심으로 유저에게 내재된 스키마와 SNG 스토리텔링의 상호작용을 분석하여, 다양한 연령층의 유저가 SNG에 몰입하는 요소가 무엇인지 접근하는 것이다. 최근 출시되어 애플 앱 스토어에서 무료 앱 다운로드 인기차트 1위를 차지하고 있는 <애니팡2>를 사례로 서사 기호학 기반의 스키마 이론을 접근하였다. SNS(Social Network Service) 플랫폼을 기반으로 한 새로운 형태의 사회적 인맥 기반 게임인 SNG <애니팡2>를 예시로 서사 기호학과 스키마 이론의 합의점을 도출하여 인지 이론의 학제적 접근을 확장하고자 한다. The purpose of this paper is to try finding middle ground between Narrative semiotics and Schema theory with the examples of SNG(Social Network Game) based on SNS(Social Network Service) platform. SNG that UI(user interface) and easy control so men and women of all ages can use easily is also able to analyze in the level of narrative. Because every game is made by subject-object, every case has certain experience of event. In the game, ‘act’ that user control his character is the core of storytelling. ‘Act’ depend on user`s own ability that makes different event or situation which is already existed, and it generate one event. When users play game, story flows differently with lots of variable, skill, goal, selection, condition and so on. In that, game is recreated by user`s action. In other word, game storytelling has nonlinear structure. SNG Multi narrative structure in user`s game playing on narrative program designed in SNG can be explained with Bremond` Elementary sequence. Bremond sets ‘goal-directed story structure’ that main actor act to achieve specific purpose with the logic of Narrative possibilities. And this is possible to apply to SNG storytelling that change the story structure by user`s act.

그레마스 서사도식의 스키마 이론 고찰 -웰니스 콘텐츠 이용자의 인지행로 분석을 중심으로-

이혜지 ( Hye Ji Lee ),심현주 ( Hyun Joo Shim ),백승국 ( Seung Kuk Baik ) 한국기호학회 2015 기호학연구 Vol.42 No.-

본 논문에서는 사례 분석을 중심으로 주체가 외부 환경의 정보를 선택하여 구조화하는 인지적 프로세스를 규명하는데 서사도식 모델의 유용성과 효용성을 보여주고자 한다. 즉, 스토리 중심으로 다양한 정보를 선택o저장하고, 외부 환경과 소통하는 주체의 인지적 활동에 대한 기호학적 접근을 시도하는 것이다. 서사를 중심으로 세상의 기호를 지각하고 포착하는 기호학적 주체인 사람들의 인지적 활동을 규명하고 분석하는 것이다. 구체적으로 그레마스의 서사도식이 스토리를 기반으로 정보를 선택·저장하고 구조화하는 스키마 이론의 심적 표상을 설명하는 인지적 모델임을 제안하는 것이다. 특히 서사도식을 인지적 모델로 접근하여 서사도식의 스키마 이론을 주장한 루이디구에(Louis Diguer) 교수의 주장을 중심으로 웰니스 콘텐츠의 서사 주체에게 주어진 환경적 맥락 속에서 이루어지는 인지적 활동과 현상학적 경험을 중심으로 이루어지는 인지적 프로세스에 대한 분석을 통하여 논리적 근거를 구축하고자 한다. In this paper, we present the usefulness and effectiveness of Greimas` narrative schema to investigate the subject`s cognitive process in selection and structuralization of information from its external environment based on the <Smart Healing Center> case analysis. That is, this study discusses the cognitive activities which enable the subject to select and store various story-based information and communicate with external environment by applying a semiotic approach. With narrative, people as semiotic subjects perceive and catch signs in the world. Louis Digurer identified Greimas` narrative schema as a cognitive model to explain the mental representation of schema theory that selects, stores and structuralizes information with narrative. This paper suggests the logical basis for the cognitive process of the narrative subject`s cognitive activities and phenomenological experience in environmental context especially with following the Louis Digurer`s schema theory.

문화브랜딩의 스토리텔링 전략 연구

백승국 ( Seung Kuk Baik ),이루리 ( Ru Ri Lee ),이혜지 ( Hae Ji Lee ),엄성진 ( Sung Jin Uhm ) 한국기호학회 2012 기호학연구 Vol.32 No.-

Recently in consulting area, people tend to accept and unite two different marketing methodologies. One is quantitative marketing methodology which suggests the strategy based on market data, the other is called qualitative marketing methodology which analyze and diagnose consumer thoroughly. The unity of those two methodologies mean the possibility of exploration of economical methodology that proposes abstract figure of data analysis and the creative marketing strategy that of in the level of consumer`s aspect at the same time. In this stream of study, it is being mentioned on the importance of applied humanities. Especially the emerging branches of applied humanities are as follows: aesthetic marketing that establishes product and brand identity, emotional marketing that moves consumers` mind, and cultural branding that sets communication strategy up by the medium of culture. The purpose of this research is to analyse utility of storytelling in the process of consumers to recognize brands in the level of cultural branding. It has its aim at application of the cultural semiotics and methodology into a concept of cultural branding which is derived from ``How Brands Become Icons`` by Douglas Holt, the marketing specialist, in particular. Holt mentioned about the importance of cultural branding strategy on the basis of storytelling but he doesn`t give any specific concept and methodology from his book. He just simply emphasizes the importance of storytelling strategy to establish brand myth by analyzing commercials. Thus, cultural branding theory concept and methodology will be suggested in the perspective of cultural semiotics in this paper. The research attempts to take a theoretical approach of cultural branding through following interdisciplinary concepts that affects on consumers realm of cognition: symbolization capability, cultural context, cultural code, cultural archetype, cultural myth, storytelling setting.

감성문화콘텐츠의 정념기호학적 고찰

백승국 ( Seung Kuk Baik ),이혜지 ( Hyeji Lee ),김강석 ( Gang Suk Kim ) 한국기호학회 2013 기호학연구 Vol.35 No.-

The purpose of this paper is to apply the concept and methodology from semiotics of passion to cultural contents of sensibility. It is because massive attention to the functional contents which rises healing effect on contents` users` sensibility is being enhanced in cultural contents field that is applying emotional and psychological methodology these days. Semiotics of passion affected in people`s concern on the signification of passion`s principal agent that exists by the actual figure of body between narrator and recognizer. While Ferdinand de Saussure couldn`t recognized the existence of a sensible body in the process of signification between a signifier and a signified, semiotics of passion built a theoretical foundation of one principal`s sensibility formation through a body`s sensible function. Greimas started to have interest in the mechanism of formation of passion on the basis of the two principle`s recognition area which is perception and sensation in discourse semiotics. Especially, the ``passion``, the main object of the study(semiotics of passion) is a logical investigation of semiotic principal`s emotional creation and extinction, responding at general signifiers. In other words, semiotics of passion is a study of the mechanism of emotional formation on how one`s sensibility is being created and extinguished. Cultural contents of sensibility is the contents which is produced to have emotional healing effectiveness for specific targets. Emotional healing aims at switching users` negative emotion to positive emotion consciously and unconsciously with sensible stimulation. Cultural contents of sensibility is the contents of functionality that move and arouse sensibility by stimulating people`s senses who enjoy it. Users can feel catharsis, reduce their stresses and suppress overindulgence through various elements of this functional contents. Particularly, <Dyslexia Quest>, a smart application for learning-disabled and <Blue Touch>, also a smart application for people who have depression are chosen to be analysed with methodologies of semiotics of passion as examples of cultural contents of sensibility. Semiotics of passion will work well as a methodology for creating cultural contents of sensibility that heals people`s emotion. However, it needs to make forward to be a practical study since it is hard to approach in themotion. ly and the study of semiotics of passion is inactive domestically.

디자인 컨셉의 기호학적 방법론 고찰

백승국 ( Seung Kuk Baik ),심현주 ( Hyun Joo Shim ),이혜지 ( Hae Ji Lee ) 한국기호학회 2015 기호학연구 Vol.45 No.-

이글은 오브제를 기호학적 분석대상으로 설정하여, 디자인적 요소들을 해독(decoding)하고 코드화(encoding)하는 기호학적 방법론을 제안하는 것이다. 오브제의 디자인적 요소에 대한 기호학적 해독과 소비가치 중심의 디자인의 컨셉 설계에 대한 방법론을 제안하는 것이다. 롤랑 바르트의 신화분석모델과 프랑스 기호학자 장마리 플로슈의 소비가치 모델을 융합한 모델을 제안하고자 한다. 기호인 오브제의 도상성, 조형성, 상징성에 대한 구조적이고 정성적인 분석을 통하여, 오브제의 디자인 소구장치를 도출하는 방안을 고민하는 것이다. 기호학의 기본적인 컨셉과 이론들을 적용하여 오브제의 구조뿐만 아니라 오브제의 개념화를 포함한 인지적 프로세스를 제안하여, 정성적 방법론 차원의 오브제의 컨셉화에 대한 기호학적 방법론을 제시하는데 목적이 있다. 기호학적 관점에서 창의적 아이디어의 출발점은 독창적인 기표들을 고민하는 계열체적 사고에서 출발한다. 기호학적 방법론은 디자인의 컨셉 설계에 대한 학제적 연구 방법론을 제안하는 것이 목적이다. L`etude sur la plannification de design que nous venons de faire montre la theorie de la methodologie de semiotique. La question de la plannification de design est certainement l`un des plus important en jeux des etudes dans le domaine de designe. C`est pour cela que nous voulons faire une presentation de concept et des outils semiotiques. Donc nous avons bien defini le concept de Roland Barthes et Jean Marie Floche. L`analyse de myth Barthes et le modele de consommation de value de semiotique de Floch sont tres efficace en tant que les utils de design. Ils sont tres util pour conceptualiser et plannifier la creation design. Nous avons bien vu comment le concept de Barthes et Floch etait susceptible d`analyser le contenu de design en tant qu`outil actuel. Ceci nous a permis de reconnaitre 3 semiosis dans un structure de la signification.

소셜 미디어 SNG의 문화기호학적 고찰

백승국 ( Seung Kuk Baik ),이주희 ( Joo Hee Lee ),이혜지 ( Hye Ji Lee ) 한국기호학회 2012 기호학연구 Vol.31 No.-

By development of computer and game technology, game designers and users make new paradigm like social network game(SNG) that never existed. And the new communication system, especially social network service(SNS) simulated the new game genre. We can see new semiosis that existing semiosis cannot handle. Thus in this paper, we take about how can semiotics analyze SNG. SNG is one of a variety of means of communication appeared with the development of smart new media like iphone. SNS is a new means of communication in the game that adds an element of interest is SNG soon. Raised from childhood with a game generation for the game was established as a natural means of communication. That is to say social network games can prescribe as interactive game. At the Semiotic perspective, The immersion of the gamer takes place in a sense dimensions and narrative dimensions. So SNG were analyzed by Narratology and Ludology. Furthermore, a strong characteristic of SNG to focus on the interaction ``SNG`s Social Immersion`` were discussed. Arising from the interaction of social commitment is based on a desire. In addition, gamers will be immersed in the interaction of SNG`s how it works ``cyclical play``is the way. Finally, SNG`s representative elements are continuity, symbolic physicality, sociability, interactive Narrativity, Asynchronism. Such as SNG after analyzing the existing studies like Narratology and Ludology, a variety of in-game interactivity theory was studied. To conclude, SNG create new communication system in on-line game community. And that makes semiosis between user and user or between user and game space. So, SNG rebuilding of the interactive system in games.