Viewer Emotional Response to Webtoon-Based Drama: An EEG Analysis

Amidst entertainment market uncertainties, cross-medium content extension has emerged as a powerful strategy. Webtoons, digital cartoons, stand out as significant resources. However, limited research has delved into effective strategies for extending these narratives. Acknowledging the crucial role of evoking viewer emotions in content success, this study investigates viewer emotional responses. Departing from conventional methods, we employ neuroscientific measurement—specifically, electroencephalography (EEG)—to capture real-time viewer emotions during content consumption, assessing valence and arousal. We examine the impact of webtoon-drama similarity on viewer emotions and scene attributes that heighten emotional responses. By integrating EEG data, interview insights, and scene analysis, our findings underscore intensified emotions when drama scenes mirror webtoon elements, particularly in sets and directing. Effective replication relies on drama-specific attributes such as choreography, original soundtracks, and casting. This study contributes academically by using EEG to evaluate webtoons' value as original sources and practically by offering concrete webtoon extension strategy.