공공공간의 DOOH 미디어 침투 현상에 대한 개선방안 고찰

송재희 ( Song Jaehee ),안종혁 ( Ahn Jong-hyeck ) 한국디지털영상학회 2021 디지털영상학술지 Vol.18 No.2

현대 사회는 기술의 발전에 따라 멀티미디어 환경에 노출되어 있다. 첨단화된 콘텐츠를 기반으로 공공공간에서의 활용이 확장되고 있으며 그 영역도 넓어지고 있다. 코로나19 팬데믹 시대로 미디어 디스플레이는 외부로 확대되고 있다. 미디어파사드(Media Facade)를 통해 건축물에 작품을 구현하는 예술적 디스플레이 그리고 상업적인 디스플레이로는 디지털 사이니지(Digital Signage)를 볼 수 있다. 옥외광고 OOH(Out-of-Home) 미디어는 소비자가 집 밖에 있을 때 접하게 되는 모든 광고 및 영상을 뜻한다. OOH 미디어는 디지털 기술을 접목한 DOOH(Digital Out-of-Home) 미디어로 바뀌고 있다. DOOH 미디어는 영상 콘텐츠를 활용하는 새로운 마케팅 트렌드이다. DOOH 미디어의 중요한 특징은 OOH 미디어의 특성과 영상의 역동적이고 잠재적인 상호작용을 결합할 수 있어 동일한 물리적 공간에 한 번에 둘 이상의 정보를 수용하여 여러 옵션이 가능한 디스플레이로 구현할 수 있다. 일부에서는 DOOH 미디어를 설치하기 전 기존 광고판을 철거하는 불편함과 단기적으로 경제적인 단점을 가지고 있지만 많은 정보를 송출 수용할 수 있으므로 최종 결과는 긍정적이다. 공공공간에서의 DOOH 미디어는 날씨 알림과 열차 도착 시간 등을 디지털 플랫폼을 통해 공유하는 유틸리티 목적을 가지는 공간에 대한 근본적인 변화를 일으키고 있다. 디지털 미디어기술의 발전 이면에는 영상의 무분별한 노출 및 침투 현상이 일어나고 있다. 영상의 홍수 속에서 더 많은 콘텐츠 노출과 함께 더 많은 규제를 풀고 있으며 일부 특성에서는 사람들에게 부작용을 야기시키기도 한다. 광고에 치중한 DOOH 미디어는 시.공간을 고려하지 않아 심미적으로 경관을 혼란스럽게 하고 개성이 없는 일률적인 지역 경관을 만든다. 시민들은 영상 시청각에 반강제 노출되어 부작용이 일어나고 있다. 하지만 DOOH 미디어는 광고 외에 DOOH 미디어가 제공할 수 있는 비상업적 유틸리티 기반의 정보를 기대한다. 다양한 콘텐츠 보급의 용이성, 확장성의 이점을 가진 DOOH 미디어는 책임이 동반된 상장을 위해 사회 생태학적 고찰이 필요하다. Living in modern society, we are constantly exposed to multimedia environments due to technological advancements. The display of highly sophisticated multimedia content in public spaces is expanding and its reach is broadening. In the midst of the COVID-19 pandemic, multimedia display is expanding to the outdoors. This is evidenced by an artistic display that embodies works in buildings through a media facade, and digital signage as in commercial displays. Outdoor advertising, also called out-of-home (OOH) media, refers to all sorts of adverts and videos that consumers encounter when they are outside their homes. With the advent of the digital era, OOH media is turning into DOOH media with increasing use of digital technologies. DOOH media is a new marketing trend that utilizes video content. An important feature of it is that it can combine dynamic and latent interactions of images with characteristics of the OOH media, and it can accommodate more than two pieces of information at a time in the same physical space through the use of a display with multiple options. DOOH media brings about fundamental changes in the way a public space is utilized as the same surface can be used to display a variety of digital information such as weather forecast, train arrival times, etc. But the development of digital media technology is accompanied by indiscriminate exposure to myriad innumerable images that deeply penetrate viewers' psyche. As more regulations are being lifted, the glut of video content is increasing, leading to the possibility of negative effects on health. DOOH media often focuses too much on advertising without taking time and place into consideration, adding confusion to the landscape in terms of aesthetics and creating a uniform, bland local scenery. Since citizens are involuntarily exposed to video viewing, it is necessary to consider the possible side effects of digital public advertisements. However, the usefulness of DOOH media goes beyond advertising; it can be used to provide non-commercial information as well. DOOH media has the advantage of easiness and scalability when it comes to distributing various types of content, so it is necessary to contemplate on its growth while taking socio-ecological responsibility into account.

국내 3차원 입체영상산업의 구조와 문제점

현승훈 ( Seung Hoon Hyun ) 한국디지털영상학회 2010 디지털영상학술지 Vol.7 No.1

The major topic in the digital image age will be 3D stereoscopic images. However, there have been not only experiments about 3D stereoscopic images and attempts to produce them for a long time, but also many viewers who have directly and indirectly experienced the realities of 3D stereoscopic images. The reason why people are showing such renewed interests in realizing 3D stereoscopic images with a long history now will be because of the growth of a new technical infrastructure mentioned as `digital`. However, the doubt still lingers through various experimental verifications whether digital technology will resolve all the parts of the development of 3D stereoscopic images called even the revolution of `Film and Video industry`. Though the prospects for the market of 3D stereoscopic images needs not be looked at negatively without a reason, there is a problem with an unquestioning attitude to accept everything about them optimistically with no conditions like this. Productions and screenings of 3D stereoscopic images not only took place before but will occur at the present time when images have been digitized and in the future actively. Nevertheless, the reason why a careful approach to 3D stereoscopic images is needed is that the industrial consideration for acceptance of steric environment according to human physiological characteristics is almost nil at present. Therefore, until the environments for watching 3D stereoscopic images in comfort without objection are realized, a steady study and industrial support will be needed.

디지털 영상의 인지처리 과정 : 스포츠 중계 영상의 시청각 요소를 중심으로

권영성,하승태 한국디지털영상학회 2019 디지털영상학술지 Vol.16 No.1

This study examined the effect of audiovisual elements of sports broadcasts on the cognitive process of viewers using EEG(Electroencephalogram), a neurophysiological research method. We divided non-verbal audiovisual elements (which viewers can perceive through sports broadcasts) into two elements: the broadcasting image itself and the sound of spectators at the games. Viewers’ attention engagement for the effects of each element was examined using the event-related potential(ERP) component, P3a. The result of this study supports previous studies, as it indicated that the sound of spectators played an important role in increasing viewers’ attention engagement. This study proved that delivering the sound of spectators is an important factor when broadcasting sports.

한국디지털영상학회 인사글

박지홍 한국디지털영상학회 2010 디지털영상학술지 Vol.7 No.1

특집 : 디지털 뉴웨이브-영상산업 패러다임의 새로운 변화 ; 한국 디지털 영화 유통시장의 현황과 과제: DVD, VOD 그리고 인터넷 영화시장을 중심으로

양경미 ( Kyung Mi Yang ) 한국디지털영상학회 2004 디지털영상학술지 Vol.1 No.1

한국디지털영상학회 정관

학회자료 한국디지털영상학회 2005 디지털영상학술지 Vol.2 No.1

한국디지털영상학회 정관

학회자료 한국디지털영상학회 2006 디지털영상학술지 Vol.3 No.1

디지털 영화의 유형별 고찰 : 국내 영화제를 중심으로

김계중 한국디지털영상학회 2004 디지털영상학술지 Vol.1 No.1

Consideration on the Two Types of Digital Cinema : In the Case of Film Festivals in Korea Kim, Gye-joong Programmer / The Seoul Experimental Film Festival In order to disscuss on the digital cinema, it has already come to the point where we need to define and focus on a specific area to deal with the complicated issue. Among all the total environment of digital technology, cinema is not an exception affected by it. I defined digital cinema in two types based on the way the technology is adapted. The first one is the new currents of digital cinema which came from a newly changed process of film/video making. The next is, with historical observation on the relationship between art and technology, new media art which has aesthetic expression possible only by the technique used in the work itself. They could be found easily, in various ways, in many film festivals in Korea. They are mostly, in the cultural and aesthetic context, newly recognized films. I mapped out how the two types can be considered based on the practical cases of domestic film festivals. I hope it leads readers to find out opportunities in festival to be exposed to more various works of digital cinema.

디지털 영상미학 : 디지털 영화의 유형별 고찰: 국내 영화제를 중심으로

김계중 ( Gye Joong Kim ) 한국디지털영상학회 2004 디지털영상학술지 Vol.1 No.1

지역 지상파 방송사의 ‘Digital First’전략 연구 : 지역기반 MCN설립을 중심으로

이상욱 한국디지털영상학회 2019 디지털영상학술지 Vol.16 No.1

The local broadcasting in Korea should be strengthened in its role and status in the era of ‘decentralization’ after ‘balanced regional development’. But internally, it is in crisis because of the centralized broadcasting network system becoming more secure, the terrestrial audience rating declining, and the competition with the Internet based multimedia. It is becoming increasingly difficult to maintain and develop regional identity and independence, and the status of regional terrestrial broadcasting as a public media. The problem is that these crises are not merely recent events, but rather are a result of continuous and constant changes in the media environment that have been on the rise over the past two decades. The media market is changing, centered on content that is more direct and volatile than reliability and quality content, and consumes more Internet media than multiple access and selective access, rather than a stable terrestrial network. In this crisis, local broadcasters should respond more aggressively through ‘Digital First’ strategy rather than following changes in the times. The Digital First strategy means that the operation and production methods of the broadcasting will be reorganized all over the digital way instead of taking the digital way as a supplement to the existing centralized network and time based programming method. In that direction, I propose the establishment of a regional-based MCN (Multi Channel Network) centered around local broadcasters. If we interpret the concept of region as ‘identity’ and ‘independence’ instead of ‘subordinate’ or ‘subordinate’, we can secure firm competitiveness in MCN industry and digital media environment, which are gradually becoming Red Ocean. In addition, independent content creation and organization operations will provide opportunities to escape from Smart Media Labs, and the credibility of local media companies will be a great driving force for various businesses.