공포·미스터리 유튜브 콘텐츠 썸네일의 시각 표현 경향과 차별화 표현 전략: 넷플릭스와 티빙 사례를 중심으로

초록

This study analyzed the visual expression patterns of horror and mystery YouTube thumbnails through qualitative content analysis and explored differentiation strategies by comparing them with horror-themed artwork on Netflix and TVING. The findings showed that YouTube thumbnails exhibited visual homogenization through repetitive visual expressions, whereas over-the-top (OTT) platforms achieved differentiation through diverse artwork while preserving the horror atmosphere and strengthening content identity. Building on these findings, this study extends previous thumbnail research by examining genre-specific visual expression structures and proposes visual strategies that preserve horror characteristics while enhancing differentiation. The study also offers practical implications for thumbnail design and horror content production, providing guidelines for developing distinctive visual strategies and supporting more differentiated content planning in horror and mystery YouTube channels.

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