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1 ( ) :,,,,,,

2 . TV,,,, (Entertainment-Education Program),,,,,. (contents) (storytelling), (narrative), ( ).,,, (, 2005).. (Berger, 1997)., (, 2006; Jameson, 2000; Riessman, 1993/2005). (personal narrative) (Clandinin & Connelly, 200/2006; Lieblich, Tuval-Mashiach, & Zilber, 1998). (narrative analysis), (narrative research), (narrative inquiry) (narratology) (poetics) (, 2005). (Bal, 1980/1999),

3 [= ] (13 ). (narrative),.,, (, 2005). (contents) / (experience).,,. (media narratology) (,, 1995;, 2009; Yoon, 2010), (, 2006; 2001).,..,,

4 .,., 2000,..... (object),, (subject)., (Fulton, 2005). story( ) narrative( ). narrative story. (fabula) / (sjuzet) (Chatman,

5 1978/ 2003) (story) (discourse). (Bal, 1980/1999),, 3. (story) ' (what)', ' (how)'.,. (discourse) (point of view).,. - [ ] - (Chatman, 1978/ 2003)., (Kozloff, 1987/1994) 2. (homodiegetic), (heterodiegetic). (mimesis) (diegesis), (showing) (telling) (Stam, et al., 1992/2003)., (personal narrative). (Clandinin & Connelly, 200/2006) (Narrative Inquiry),,,. (Riessman, 1993/2005) (Narrative Analysis), (representation) (abstract), (orientation),

6 (complication action), / (resolution/ coda). (Lieblich, Tuval-Mashiach, & Zilber, 1998) (Narrative Research). (holistic)/ (categorical) / -, -, -, - 4.,, (Shkedi, 2004),. (media contents) (media experience). (Fulton, 2005) (Narrative and Media), (Berger, 1997),, (Narrative in Popular Culture, Media, and Everyday Life). (Kozloff, 1987/1994), (Stam, Burgoyne, & Flitterman-Lewis, 1992/2003). (Chatman, 1978/ 2003) (Bal, 1980/1999) (2004),,. (,

7 2005, 2009;, 2010) (, 2007), YTN < >(,, 2007). (, 2006), (Mulvey & Stern, 2004), (, 2005), (Jameson, 2000).. (Berger, 1997). (Riessman, 1993/2005). (Stern, Thompson, & Arnould, 1998) (Delgadillo & Escalas, 2004). / /. (2007) (Ludology). (parsimony)..,. ( ),

8 .. (2009),..,. (object) (subject). /....,., (

9 Yoon, 2010 )..,,,,.... (2001),,, 4. (1999) ( ) ( ). (2006) (2001),. 1) 1) ( ),,. (2006).,..,?., 2000, (, 2010).

10 . (aesthetic experience) (aesthetic object) (, 2007).,., ( ),,,. ( )..,.?, 3.,, (, 2007).,. (causal)..,... (,,

11 ...)....,,.., (the felt) (the recognized). (correspondence).. (Williams, 1977/1982),.,. (analogy) (homology)... (Williams, 1977/1982. p.131),.

12 ..,?,, ( ). (2006) ( ) ( )., ( ). ( ).,... (2006),.

13 ,,,, ( ). (2001) ( ) ( ),,,,.,,,,,. (Chatman, 1978/ 2003), (story) (discourse)...,. (2005), (fractal) 2).,,..,. 2) (fractal).., ( ).

14 ,.,., ( ) ( ).. (2005),,.,.,,, (, 2008). < >,,, < >. (Nisbett, 2003/2004),..,,.,. (trickster) (, motif). (2008)

15 ,,., (2006)..,. (icon)..,,.,.,, 1930 < ( )> [ ].,,.,.. ( ),.,,.

16 , < >,..,.,,. (1983),,., 3)..!!!.,. (, 1 ).,. 3) < >, 1970 ( ) < >, 2000 ( ) (, 2008).

17 (projective narration)..,.,,,,,,.. (2002), (1995). (2008), ( ),. (2009),,,,. (Riessman, 1993/2005),,, /...,,.

18 (, 2009).. (objective self), (subjective self).. (ideal self) (actual self) (2005)....., (, 2009).

19 . (affect attunement),. (co-experience).. ( ) ( ) (, 2009)..,,. (Csilszentmihalyi, 2003/2006) (flow).,.,,,.,,, (Yoon, 2010) ( ) ( )...,...

20 .,,,,,.. (iconology), (oral history). (comparative aesthetics), (cross-cultural psychology).. ( ), (icon)..,. (pre-iconography), (iconography), (iconology) (Panofsky, 1937/ 2001) (Father Time)' (icon). (, 2008) (, 2008)

21 ,..., (, 2005). (narrative analysis) (reconstructive cross-analysis) ( ㆍ, 2006). ( ) (collective memory).,. (, 2008) ( ㆍ, 2009), (newsworker) (Brennen, 2001). (, 2003) (Dhoest, 2007)... (, 1999),.

22 (, 2005, 2009;, 2010). ( ). (Nisbett, 2003/2004),. ( ) (interdependence self), ( - ) - (field-dependent), ( ), ( ), ( ), ( )., /, / /,....

23 ., 4).,..,.,.,,,. (interactivity).,,, (user).,.. 4), < >.,,.

24 ( ), (, 2005).,,... (oral communication) (written communication),. 20 (, 2005)., (, 2010)..... (Csilszentmihalyi, 2003/2006) (flow),,..,..

25 ., (hybrid identity). (2010) < >, < > < >, 1 UCC.. (panfic). 1980, (, 2010),,.,. 2010

26 ,....,. < TV>. (ritual)...., ' ' (, 2010).,,,,...

27 . (2006) < > < >. < >, < >. ( ),. < > (adverstory = advertising + story) (Smith, 2007), 323 TV 60 (Escalas, 1998). (, 2006), (Stern, Thompson, & Arnould, 1998) (Delgadillo & Escalas, 2004).. < >,. (creativity)

28 . (Edell & Burke, 1987; Holbrook & Hirshman, 1982),,,.,.,.,.,., KTF SHOW < >. KTF SHOW., 4., (kernels). ( SHOW )

29 . (Esslin, 1982),, 3. (before), (after) (problem solving) 2. (before), SHOW (after)., SHOW.,..,.. 1,....,,,,.,..

30 (, 2006), (, 2008).,..,!,...,.,,.,, (icon).. 5)..., 1. 5).

31 .... (reconstructive cross-analysis) (, 2006). 40 6)., (Lieblich, Tuval-Mashiach, & Zilber, 1998) 4., ( ) ) (1934 ) ( ) 40, 1996 (IAA: International Advertising Association). (1936 ) 1960 DDK. (1945 ) MBC 1974 ( MBC ) 30.

32 , 40.,, ( : ). :!,.. CF?......CF. [ ]....? [ ],.???,.... (creative industry) : ,. 70, 70.,... ( )

33 ,,...,....,...,.., 2..,...,,,.. :,,,, PT(Presentation), ( SK Telecom)... PT,,,,,,,,?.

34 .,,... 3.,..,,..,....

35 ,.,. (1999) 3..,. (Meme). (Dawkins, 1976/2006) (gene) (meme)..,.,.,....,...

36 ..,...,.,. (2007). :., 21 (2), (2005)., :. (2009).., 84, (2001). :., 32( ), (2004)..,, ㆍ ㆍ (2006).. :.

37 (2003). :., 12 1, (2005). :. :. / (1983).. : (2008). (KBS-TV) :., 22 6, (2006). :., 20, (1999). :. :. (2005). :. :. (2005). : MBC < 2580> CBS <60 Minutes>., 49(6), (2009). :., 23(1), (2008) ( ) ( ). :. (2007)., :., 15(3), (2006).. : (1995). :., 38(2),

38 (2009).., 5(1), (2010). / : '(MBC) '(BBC 2)., 54(3), (2007).. ( ) 2: ( ). :., (2007). YTN.,, &, 8, (2008). :. 100 ( ) ( ). :. (1999). < >., 19, (2006).. :. (2010).. : 21 (2008). :., 58, (2005). : (2008).. : (2009).. : 21 (2002).., 22, (2008)., :. :. (2005). : , 49 (2), (2001).. :. Bal, M. (1980). Narratology: introduction to the theory of narrative. Toronto: University of

39 Toronto Press.. (1999).. :. Berger, A. A. (1997). Narratives in popular culture, media, and everyday life. Thousand Oaks: Sage. Brennen, B. (2001). For the record: An oral history of Rochester, New York, newsworkers. N.Y.: Fordham University Press. Chatman, S. (1978). Story and discourse: narrative structure in fiction and film. Ithaca, N.Y.: Cornell University Press.; (2003).. :. Clandinin, D. J. & Connelly, F. M. (2000). Narrative inquiry: Experience and story in qualitative research. San Francisco, C. A. : Jossey-Bass. (2006).. :. Csilszentmihalyi, M (2003).Good business: Leadership, flow, and the making of meaning. NY:Viking. (2006).. : Dawkins, R. (1976). The selfish gene. Oxford University Press. (2006).. :. Delgadillo, Y. D., &. J. E. Escalas (2004). Narrative word-of-mouth communication: Exploring memory and attitude effects of consumer storytelling. Advances in Consumer Research, 31, Dhoest, A. (2007). Nostalgic memories: Qualitative reception analysis of Flemish TV fiction, Communications: The European Journal of Communication Research, 32, Edell, J. A. & Burke, M. C.(1987). The power of feelings in understanding advertising effects. Journal of Consumer Research, 14(December), Escalas, J. E. (1998). Advertising narratives: What are they and how do they work? In Stern, B. B. (ed). Representing consumers: Voices, vies and visions. NY: Routledge,

40 Esslin, M. (1982). Aristotle and advertisers: The television commercialconsidered as a form of drama. In H. Newcomb (ed). Television: The critical view. NY: Oxford University Press. Fulton, H. (2005). Narrative and media. Melbourne: Cambridge University Press Holbrook, M. B., & Hirshman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9 (September), Jameson, D. A. (2000). Telling the investment story: A narrative analysis of shareholder reports. The Journal of Business Communication, 37 (1), Kozloff, S. R. (1987). Narrative theory and television. In Robert Allen (ed.), Channels of discourse: television and contemporary criticism. Chapel Hill: The University of North Carolina. (1994) :. Lieblich, A., Tuva-Mashiach, R., & Zilber, T. (1998). Narrative research: Reading, analysis, and interpretation. Thousand Oaks: Sage Mulvey, M. S. & B. B. Stern (2004). The invisible narrator: Attributes and consumer attitudes. Advances in Consumer Research, 31, Niesbett, R. E. (2003). The geography of thought. Free Press. (2004).. : Panofsky, E. (1937). Studies in iconology: Humanistic themes in the art of the Renaissance. Westview Press. (2001).. :. Riessman, C. K. (1993). Narrative analysis. Thousand Oaks, CA: SAGE. (2005).. :. Shkedi, A. (2004). Narrative survey: A methodology for studying multiple populations. Narrative Inquiry, 14(1), Smith, J. W. (2007). Adverstories. Marketing Management, 16 (1), 48. Stam, R., Burgoyne, R., & Flitterman-Lewis, S. (1992). New vocabularies in film semiotics:

41 Structuralism, post-structuralism and beyond. New York: Routledge. 5 (2003).. :. Stern, B. B., C. J. Thompson, & E. J. Arnould (1998). Narrative analysis of a marketing relationship: The consumer's perspective. Psychology & Marketing, 15 (3), Williams, R. (1977). Marxism and literature. New York: Oxford University Press. (1982).. :. Yoon, T. (2010). Shinmyoung, the key concept of Korean communication theory. China Media Research, 6(3),

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