숏폼 콘텐츠의 작동 원리와 포맷 문서화에 관한 탐색적 연구: ESR(Emotion‧Structure‧Repetition) 프레임워크와 이중 문서화 모델을 중심으로

초록

Short-form content should be understood not merely as a brief video format but as a format unit organized around immediate attraction, temporal arrangement and rhythm that sustain retention, and repeatable formal markers. Yet existing format documentation remains centered on narrative elements such as plot, character, and world-building, failing to capture the sensory and temporal operating principles of short-form content. This study conceptualizes this limitation as structural asymmetry and proposes the ESR framework—Emotion, Structure, and Repetition—as an analytical model for understanding short-form content. Drawing on twelve cases from TikTok and YouTube Shorts across informational, situational skit-based, and challenge-based categories, the study conducts a comparative analysis based on multimodal observation. The findings show that informational content foregrounds utility-oriented attraction and compressed information arrangement, situational skit-based content emphasizes immediate relational conflict and the rhythm of emotional response, and challenge-based content foregrounds repeatable signatures and participatory structures. On this basis, the study proposes a dual documentation model composed of Level 1, a Core Identity Definition, and Level 2, an Execution Specification. This model offers an exploratory framework for documenting the sensory operating structure of short-form content and for narrowing the gap between planning and production.

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