<자이언트 펭TV> 스토리텔링 전략과 트랜스미디어 스토리텔링으로의 가능성

This study intends to analyze the storytelling strategy of EBS’s YouTube channel <Giant PengTV>, which has been creating a remarkable cultural phenomenon since April 2019, and to examine the potential for its transition to transmedia franchise. Based on Henry Jenkins’seven principles of transmedia storytelling, <Giant PengTV> shows satisfactory relevance in all but‘multiplicity’out of the 10 capacities consisting of the principles. In particular, <Giant PengTV> was found excellent in terms of core capacities such as ‘spreadability’, ‘immersion’, ‘worldbuilding’, ‘continuity’, ‘drillability’ and ‘performance’. In addition, critical discourse analysis(CDA) in sociocultural practice dimension of the keywords of the related news articles has discovered that <Giant PengTV> is strongly linked to the following five values: ‘social integration’, ‘resistance against authoritarianism’, ‘self-dignity and reasonable individualism’, ‘gender neutrality’ and ‘ecologism’, indicating the reason why the work has been able to resonate so extraordinarily with participants across all generations. By answering the two chosen research questions, this study has proved that <Giant PengTV> has high potential to be successful in evolving into transmedia franchise, while keeping building a new realm of edutainment storytelling by cleverly exploiting EBS’s unique identity as a public education broadcaster. <Giant PengTV> is viewed as an exceptional property capable of advancing transmedia storytelling in the local market; thus, productive arguments and contemplation over its evolution in storytelling needs to continue so that it can maintain a long-lasting positive influence.