권위주의 정부 시기의 과학기술문화활동 분석 –공공 및 민간 부문을 중심으로

이용길,강경희 사단법인 인문사회과학기술융합학회 2017 예술인문사회융합멀티미디어논문지 Vol.7 No.11

This study analyzed the cultural activity of science and technology performed by public and private sector from Lee Seung-man Government until Rho Tae-woo Government. The level of domestic science and technology was elementary and the interest in cultural activity of science and technology was limited in Lee Seung-man Government period. Therefore, the cultural activity of science and technology performed by public sector was very weak except fostering science-technology manpower and there was no cultural activity of science and technology performed by private sector. The cultural activity of science and technology developed mainly based on public sector in Park Jung-hee Government period. Especially, as Park Jung-hee Government claimed to support the scientification of whole nation, the cultural activity of science and technology was carried out in various field. The press field of science and technology was very active in the activity of private sector. The press activity of science and technology book published by private publisher and the establishment of Korean Science Writer Association became point to start the cultural activity of science and technology performed by private sector. The cultural activity of science and technology which was carried out in Jun Doo-whan Government period expanded in public and private sector. But the scientification of whole nation which Jun Doo-whan Government claimed to stand for succeeded to previous Park Jung-hee Government. There were limitations that the cultural activity of science and technology which was carried forward by center was not implemented systematically to the region. The activity of science and technology journalism performed by private sector was very active in Jun doo-whan Government period. Rho Tae-woo Government raised the recognition of science and technology and operated program to enlighten science and technology widely, claiming to support the scientification of youth. To legislate Science and Technology Promotion Act and to establish Science and Technology Promotion Fund contributed to activating the cultural activity of science and technology. Specially, the cultural activity of science and technology performed by private sector diversified. The typical example was the formation of organizations to enlighten science and technology widely. 이 연구에서는 이승만 정부부터 노태우 정부까지 공공 및 민간 부문에서 전개해 온 과학기술문화활동을 분석하였다. 이승만 정부 시기에는 국내 과학기술이 초보적인 수준이었고 과학기술문화활동에 대한 관심도 극히 제한적이었다. 그러므로 공공 부문에서의 과학기술인력 양성을 제외하고는 과학기술문화활동이 매우 미약했고 민간 부문에서의 활동은 전무했다고 볼 수 있다. 박정희 정부 시기에는 과학기술문화활동이 주로 공공 부문을 중심으로 전개되었다. 특히 전국민의 과학화를 표방하면서 다양한 분야에서의 과학기술문화활동이 이루어졌다. 민간 부문에서의 활동은 과학기술출판 분야가 두드러지게 나타났다. 민간 출판사의 과학기술도서출판 활동과 그에 따른 한국과학저술인협회 발족 등은 그동안 전무했던 민간 부분의 과학기술문화활동의 출발점이 되었다는 점에서 의의가 있다. 전두환 정부 시기의 과학기술문화활동은 공공 및 민간 부분에서 모두 확대되었다. 그러나 전국민의 과학화라는 지향점은 이전 시기의 것을 그대로 답습하였다. 중앙에서 추진된 과학기술문화활동이 지방까지 체계적으로 이행되지 못한 측면이 있다는 한계가 있으나 이 시기에는 민간 부분에서 과학기술언론 분야의 활동이 대두되었다는 점에서 의미가 있다. 노태우 정부 시기에는 청소년의 과학화를 내세워 과학기술에 대한 인식 제고와 이해 확산 프로그램을 운영하였다. 과학기술진흥법의 제정과 과학기술진흥기금의 설치는 과학기술문화활동의 활성화에 기여한 측면이 있다. 특히 민간 부문에서의 과학기술문화활동이 다양해졌는데, 과학기술에 대한 일반의 이해를 높이기 위한 단체 결성 등이 이루어져 성과를 나타내었다.

독일제국의 중국 교주만 식민지 문화정책(1898~1914)-독‧중 고등교육기관 「청도대학」에서의 과학기술교육을 중심으로-

김춘식 호남사학회 2008 역사학연구 Vol.32 No.-

본 논문은 독일제국의 중국 교주만 식민지 문화정책을 중심으로 과학기술과 역사와의 관계를 고찰하였다. 특히 독일제국이 교주만에 설립한 독‧중 고등교육기관 「청도대학」의 교육 프로그램을 사례로 과학기술의 기능과 역할을 분석하였다. 주지하듯 제국주의 시대에 과학기술의 기능과 역할은 팽창을 넘어 강력한 지배수단으로 작동했다. 제국주의 열강의 세계분할 경쟁이 가장 첨예화 된 신제국주의(1871~1914) 시기에 독일제국이 중국 교주만(膠州灣)에서 펼친 식민지정책은 근대 과학기술의 기능과 역할을 정치하게 고찰할 수 있는 사례이다. 이 시기에 독일제국은 교주만 식민지에서 독일의 ‘우월한’ 근대 과학기술을 매개로 한 ‘문화정책(Kulturpolitik)’을 수행함으로써 모델식민지를 건설하고자 했다. 그리고 문화정책의 실행주체로 설립된 식민지 교육기관인 「청도대학(Deutsch-Chinesische Hochschule in Tsingtau)」에서 친독 엘리트를 양성한 후, 장기적이고 안정적인 식민지 지배체제를 구축하고자 했다. 즉 과학기술을 매개로 교육기관을 통한 독일의 식민지 문화정책의 기저에는 또 다른 제국주의의 실체가 작동하고 있었던 것이다. 따라서 신제국주의 시기 독일제국이 17년 동안 중국 교주만 식민지에서 펼쳤던 문화정책은 과학기술을 매개로 하고 문화우월주의에 기저를 둔 문화제국주의적 통치라고 할 수 있다. 제국주의는 그 정치·경제적 성격 외에도 문화나 교육 등을 통한 정신적인 지배를 추구했다. ‘우월한’ 과학기술을 매개로 한 교육을 지배구조 확립의 가장 중요한 수단으로 삼고 있는 독일 제국주의의 문화정책은 최근 탈식민주의에서 논의되고 있는 종속구조의 전형이다. 그리고 근대화에 대한 열망이 높았던 중국인들은 독일적인 세계관에 동화되어 갔다. 그러므로 독일제국이 교주만에 설립해 5년 동안 존속했던 청도대학은 바로 ‘우월한’ 독일과 ‘열등한’ 중국을 대칭시키는 오리엔탈리즘적인 지배구조의 현장이었던 것이다. 과학이 인류에게 유익을 선물했으며, 사회적 효용을 위해 연구가 이용될 수 있다는 희망을 심어준 것이 사실이다. 그러나 매클렐란(James E. McClellan)과 도른(Harald Dorn)이 강조했듯이 과학에 대한 더 안전하고도 우리 시대의 문화적 편견에 덜 구속된 이해는 역사의 렌즈를 통해 과학을 바라볼 때 얻을 수 있다. 역사적인 고찰 속에서 과학의 빛나는 성취뿐 아니라 오점, 그리고 때때로 불거졌던 우리의 민주주의적인 태도와 양립할 수 없는 특권층적인 거만함도 볼 수 있고, 나아가 과학에 대한 우리의 개념이 다면적인 실체로서의 과학에 접근할 수 있기 때문이다. 요컨대 제국주의 시대의 과학기술을 역사적인 사례에 비추어 고찰하고, 피지배 식민지에 대한 서구의 ‘우월한’ 과학기술의 기능과 역할을 조명해 보는 연구는 향후 역사학 분야에서 보다 활발하게 진행되어야 한다. 특히 피지배 식민지인들이 서구의 근대적 세계관에 동화되어 전통과학을 타자화 하는 등 정신적 예속에 빠져든 구체적인 배경과 과정을 밝히는 연구가 절실하다. 이러한 연구는 주로 정치·경제에 초점이 맞추어진 종래의 역사학 분야의 연구 편향성을 시정하는 데에 기여할 것이며, 또한 과학사‧과학학‧과학철학‧과학교육 등의 분야에는 중요한 연구 동기를 제공할 것이다. 아울러 자칫 과학만능주의나 과학중심주의 등 편향된 과학기술관에는 성찰의 계기를 마련할 ... This paper deals with the relationship between science and technology and imperialism, especially considering the German cultural policy in China (Jiaozhou) from 1898 to 1914. The colonial education program employed by the German Empire at the German-Chinese University in Qingdao is outlined as a precedent in the field of science and technology. Within the natural sciences themselves, the standpoint of scientific omnipotence is today regarded as obsolete. The awareness that the development of science and technology is a historical process has taken its place. Because of this, the function and role of science and technology are to be understood as historical phenomena and to be considered anew under a number of diverse aspects, as only this way can a differentiated image of science and technology be drawn. In the age of imperialism, science and technology not only served as instruments of expansion, but also stabilized dominion. The cultural policy employed by the German Empire during its 17-year rule over the colony of Jiaozhou in China was a dominion of cultural imperialism that used science and technology as its means to claim cultural superiority. Although the German Empire was not the only great power to use culture as a means of politics at a time when those powers exploited China to extremes, it provided the clearest example of an imperialistic policy by cultural dominance at Jiaozhou. First of all, the German colonial school and education policy, which intended to gradually pervade the intellectual culture of the Chinese by the postulation of ‘superior’ science and technology, was an effective means for long-term control and dominion. This is why the German colonial policy in China was a form of cultural imperialism that strove for a systematic cultural dominance. Besides the political and economic character of imperialism, the mental domination induced by teaching and education leads to a particularly persistent dependence. The imperialistic German cultural policy, establishing science and technology as predominantly important instruments of dominance within its matrix, created an example of those structures of dependence on which the discussion of postcolonialism is currently focused. China, wishing an intense modernization, assimilated these imposed structures to a certain extent. Consequently the German-Chinese University in Qingdao, which existed for five years, had a pattern of domination that can be interpreted as orientalistic, where the interests of the "superior" colonial power Germany and the ‘inferior’ colonial subject met in a kind of synergic manner.

문화가 기술준비도에 미치는 영향: 위험과 브랜드 신뢰의 조절 역할

최인혁,김훈구 한국기업경영학회 2017 기업경영연구 Vol.24 No.1

The Internet, various mobile technologies, and the proliferation of smartphones make it easy for consumers to access various information. And the number of technology-based services and products and the role of technology in consumers-company interactions have been growing rapidly. Although these technologies have benefited consumers, there is also evidence of increasing consumer frustration in dealing with technologies. Consumers are also interested in the positive as well as the negative aspects of technology when they encounter new technologies. Prior researches have shown that technology readiness has a favorable influence on the consumers’ technology adoption. However, they have not considered the antecedents of technology readiness. Therefore, this study examined how cultural influence on technology readiness varies with risk level and brand trust. This research investigated the moderating roles of two critical factors on the impact of culture on positive and negative technology readiness: risk level and brand trust. Using a 2 x 2 x 2 between-subject factorial design on positive technology readiness, we have found the effect of culture on positive technology readiness. American consumers had a significantly higher level of positive technology readiness towards using mobile app than Korean consumers. In addition, the interaction of culture and risk level was marginally significant. When risk level was high, culture had no impact on positive technology readiness. However, when risk level was low, American consumers had a higher level of positive technology readiness towards using mobile app than Korean consumers. More importantly, the interaction of culture, risk level, and brand trust was significant. When brand trust was high, culture and risk level have had no impact on positive technology readiness. On the other hand, when brand trust was low, culture and risk have had interaction effect on positive technology readiness. The contrast analysis showed that culture have had no impact on positive technology readiness in the high-risk condition, whereas American consumers had a higher level of positive technology readiness than Korean consumers in the low-risk condition. The results of a 2 (culture) x 2 (risk level) x 2 (brand trust) ANOVA on negative technology readiness yielded a significant main effect for culture. Negative technology readiness was higher in Korean consumers than in American consumers. In addition, the interaction of culture and risk level was significant. When risk level was high, culture have had no impact on negative technology readiness. However, when risk level was low, Korean consumers had a higher level of negative technology readiness than American consumers. More importantly, a three-way interaction was significant. When brand trust was high, culture and risk level have had no impact on negative technology readiness. On the other hand, as our predictions, when brand trust was low, culture and risk had interaction effect on negative technology readiness. The contrast analysis showed that culture have had no impact on negative technology readiness in the high-risk condition, whereas Korean consumers had a higher level of negative technology readiness than American consumers in the low-risk condition. In addition, we investigated the impact of three factors on use intentions using 2 (culture) x 2 (risk level) x 2 (brand trust) ANOVA. The results of a ANOVA and contrast analyses revealed similar pattern with positive technology readiness. Finally, we conducted mediation analyses (Preacher & Hayes, 2008) to verify mediating roles of positive and negative technology readiness. We test the mediation using the bootstrapping technique (PROCESS model 12) with 10,000 resamples. The results showed that positive technology readiness and negative technology readiness mediated the three-way interaction of culture, risk level, and brand trust effect on use intentions. 소비자들은 새로운 기술을 접했을 때 기술의 긍정적 측면 뿐 아니라 부정적 측면에도 관심을 가진다. 이에 선행연구들은 소비자들의 기술 수용에 대한 기술준비도의 역할을 조사하였다. 하지만 이들은 기술준비도의 결과에 주로 관심을 가지고 있으며 기술준비도에 영향을 줄 수 있는 요인들에 대해선 관심이 부족하다. 이에 본 연구는 기술준비도에 대한 문화의 영향력이 위험 수준과 브랜드 신뢰에 따라 어떻게 달라지는지 살펴보았다. 실험 결과, 한국보다 미국 소비자들이 긍정적 기술준비도를 더 높게 지각하고 있으며, 미국보다 한국소비자들이 부정적 기술준비도를 더 높게 지각하는 것으로 나타났다. 또한 이러한 관계는 위험 수준과 브랜드 신뢰에 따라 차이를 보였다. 브랜드 신뢰가 높을 경우 문화와 위험 수준과 관계없이 긍정적 기술준비도는 더 높았으며 부정적 기술준비도는 더 낮아졌다. 하지만 브랜드 신뢰가 낮을 경우 소비자들의 기술준비도는 문화와 위험 수준에 따라 달라지는 것으로 나타났다. 위험 수준이 높을 때에는 문화에 따른 차이가 없었지만 위험 수준이 낮을 때에는 한국보다 미국 소비자들이 긍정적 기술준비도를 더 높게 지각하고 있으며, 미국보다 한국소비자들이 부정적 기술준비도를 더 높게 지각하는 것으로 나타났다.

문화명령과 현대기술

손화철(Son, Wha Chul) 인제대학교 인간환경미래연구원 2019 인간 · 환경 · 미래 Vol.- No.22

본 논문은 기독교의 입장에서 기술의 문제를 접근한 이론들 중에서 네덜란드를 중심으로 전개된 개혁주의 기술철학을 개괄하고 비판적으로 검토한다. 이 이론은 기독교에서 신의 창조에 포함된 인간의 창조를 강조하는 ‘문화명령’에 특별한 의미를 부여하는 개혁주의 신학의 전통을 따라, 과학기술을 비롯한 인간의 문화활동을 적극적으로 해석한다. 개혁주의 기술철학이 흥미로운 이유는 1970년대 말부터 기술철학 분야의 주요 흐름이 된 ‘경험으로의 전환’과 상당한 유사점을 가지기 때문이다. 이는 경험으로의 전환이 고전적 기술철학에 대한 반박으로 제기되었다는 일반적인 견해에 약간의 균열을 일으킨다. 개혁주의 기술철학이 네덜란드에서 적극적으로 펼쳐진 이유가 네덜란드 개혁주의 기술철학 때문이라는 합리적 추측이 가능하다. 이와 함께, 본 연구는 개혁주의 기술철학이 인간 주체를 강조하는 기술 이해와 기술에 대한 통합적인 분석을 가능하게 했다는 의의에도 불구하고, 기본적으로 현상 구제적인 성격을 가져 기술사회에 대한 근본적인 대안을 제시하지 못한 한계를 지녔다고 주장한다. This paper outlines and critically reviews the reformational philosophy of technology developed in the Netherlands, which is one of the theories that approached the problem of technology from the Christian point of view. This theory actively interprets human cultural activities, including science and technology, according to the tradition of Christian reformed theology, which gives special meaning to the "cultural mandate“ that stresses the creation of man within the creation of God. The reformational philosophy of technology philosophy is interesting because it resembles the “empirical turn” approach that has become a major trend in the field of philosophy of technology since the late 1970s. This causes some cracks in the general view that the empirical turn been brought up just as a rebuttal to classical technology philosophy. It is a reasonable guess that the empirical turn approach emerged in the Netherlands more actively than other places due to the Dutch reformational philosophy of technology. Furthermore, I will argue that, while reformational philosophy of technology has enabled the understanding of technology that emphasizes human subject and integrated analysis of technology, it has the basic tendency of advocating the status-quo of technological society rather than offering fundamental alternatives to it. 본 논문은 기독교의 입장에서 기술의 문제를 접근한 이론들 중에서 네덜란드를 중심으로 전개된 개혁주의 기술철학을 개괄하고 비판적으로 검토한다. 이 이론은 기독교에서 신의 창조에 포함된 인간의 창조를 강조하는 ‘문화명령’에 특별한 의미를 부여하는 개혁주의 신학의 전통을 따라, 과학기술을 비롯한 인간의 문화활동을 적극적으로 해석한다. 개혁주의 기술철학이 흥미로운 이유는 1970년대 말부터 기술철학 분야의 주요 흐름이 된 ‘경험으로의 전환’과 상당한 유사점을 가지기 때문이다. 이는 경험으로의 전환이 고전적 기술철학에 대한 반박으로 제기되었다는 일반적인 견해에 약간의 균열을 일으킨다. 개혁주의 기술철학이 네덜란드에서 적극적으로 펼쳐진 이유가 네덜란드 개혁주의 기술철학 때문이라는 합리적 추측이 가능하다. 이와 함께, 본 연구는 개혁주의 기술철학이 인간 주체를 강조하는 기술 이해와 기술에 대한 통합적인 분석을 가능하게 했다는 의의에도 불구하고, 기본적으로 현상 구제적인 성격을 가져 기술사회에 대한 근본적인 대안을 제시하지 못한 한계를 지녔다고 주장한다. This paper outlines and critically reviews the reformational philosophy of technology developed in the Netherlands, which is one of the theories that approached the problem of technology from the Christian point of view. This theory actively interprets human cultural activities, including science and technology, according to the tradition of Christian reformed theology, which gives special meaning to the "cultural mandate“ that stresses the creation of man within the creation of God. The reformational philosophy of technology philosophy is interesting because it resembles the “empirical turn” approach that has become a major trend in the field of philosophy of technology since the late 1970s. This causes some cracks in the general view that the empirical turn been brought up just as a rebuttal to classical technology philosophy. It is a reasonable guess that the empirical turn approach emerged in the Netherlands more actively than other places due to the Dutch reformational philosophy of technology. Furthermore, I will argue that, while reformational philosophy of technology has enabled the understanding of technology that emphasizes human subject and integrated analysis of technology, it has the basic tendency of advocating the status-quo of technological society rather than offering fundamental alternatives to it.

미디어아트와 문화기술에 관한 간학제적 연구: 현대매체예술을 통한 문화원형의 콘텐츠화

임경호,윤준성 한국기초조형학회 2008 기초조형학연구 Vol.9 No.5

In Korea, CT(Culture Technology) is closely related with and adhered to technology and industry. Art world has aptitude that push the CT in practical design or artifact rather than accept as new artistic form. Though contemporary art media intends convergence between science and technology, a base of interpretation and critic for the product are just confined to traditional aesthetics and philosophy, so that utilizing of media is partly limited. In other words, technology is suturing the result as directly connect with culture technology having missed the gap between historic science and art. In this paper, therefore, making narrow such the gap through extended interpretation for contemporary media art, and discuss about new methodology to harmonize between art and science as abreast of the times. And I will discuss analogically that interdisciplinary point of view intending convergence between art and science as an attempt for artistic interpretation interchange with scientific analysis. through the research for content-production of the cultural archetype using contemporary media art. The selection of art works for analysis were applied CT and used cultural archetype such as the Korean traditional painting, folks and customs, traditional folk dance and court dance. And CT can be regarded as valid opportunity proffering for the study, industry and linking the study with the society. In Korea, CT(Culture Technology) is closely related with and adhered to technology and industry. Art world has aptitude that push the CT in practical design or artifact rather than accept as new artistic form. Though contemporary art media intends convergence between science and technology, a base of interpretation and critic for the product are just confined to traditional aesthetics and philosophy, so that utilizing of media is partly limited. In other words, technology is suturing the result as directly connect with culture technology having missed the gap between historic science and art. In this paper, therefore, making narrow such the gap through extended interpretation for contemporary media art, and discuss about new methodology to harmonize between art and science as abreast of the times. And I will discuss analogically that interdisciplinary point of view intending convergence between art and science as an attempt for artistic interpretation interchange with scientific analysis. through the research for content-production of the cultural archetype using contemporary media art. The selection of art works for analysis were applied CT and used cultural archetype such as the Korean traditional painting, folks and customs, traditional folk dance and court dance. And CT can be regarded as valid opportunity proffering for the study, industry and linking the study with the society.

4차 산업혁명 기술과 융합콘텐츠

이혜원 한국만화애니메이션학회 2022 만화애니메이션연구 Vol.- No.67

The development of technology has changed the cultural market. Digital technology removed the limitation of the time and the space to enjoy culture, and the technologies of the Fourth Industrial Revolution introduced a new experience. Technology is an important factor of producing cultural content. This study look for the direction of the using technology in culture market and fine the efficient methods of matching the technology and culture through the analysis of successful contents. Among the Fourth industrial revolution technology, the technology of dealing with the relationship between virtual and reality is the closest to the cultural industry. To find out the direction of its development, we looked at the contents that are currently issues in the cultural market and we can divide it into three styles. The first is a method of showing virtuality in reality, the second is a method of showing reality in virtuality, and the last is a method of providing virtuality like reality. As a result of the analysis, contents were using technology for different purposes. First, Pokémon Go used a technology that makes real users virtual characters. GPS technology has made the actual user’s travel path become an adventure journey, and AR has increased immersion. They identified the elements of content that can make virtuality reality and chose technology. Second, Virtual YouTubers used the image technology that can only be seen in virtuality. There were many exaggerated images of emotional expressions in virtual spaces that began with emoticons. Therefore, motion capture and digital image technologies have been used for satisfying identification and anonymity. They understand what users want in the virtual space and choose technology. Finally, <Lion King> used a technology that broke the boundary between virtuality and reality. Disney eliminated the virtualization of animation and provided a realistic image to increase brand immersion. As a result, virtuality has replaced reality. In this way, each content showed a completely different method of using technology depending on the purpose of the work. In order to produce successful contents, it is time to break away from the unconditional use of popular technology and use technology suitable for planning. 기술의 발전은 문화시장에 큰 변화를 가져왔다. 디지털 기술이 문화를 즐기는 시·공간의 제약을 없앴다면, 4차 산업혁명 시대의 기술들은 새로운 경험으로써의 문화를 전달하고 있다. 이렇게 기술은 더 쉽고 다양한 방식으로 문화를 전달하며 그 영향력을 높이고 있다. 하지만 모든 문화콘텐츠가 최신 기술을 활용한다고 해서 성공하는 것은 아니다. 본 연구는 성공적인 콘텐츠 제작을 위한 기술과 문화의 효율적인 접목 방식을 알아보기 위해, 기술 활용에 성공한 콘텐츠를 분석하고 그 방법론을 도출해보고자 한다. 먼저 범위를 설정하기 위해 4차 산업혁명 기술 중 문화시장에서 가장 많이 다뤄지고 있는 가상현실 콘텐츠들을 살펴보았다. 이들은 크게 세 가지 방식으로 가상과 현실을 다루고 있었는데, 첫 번째는 가상을 현실에서 보여주는 방식이고 두 번째는 현실을 가상으로 끌어들이는 방식, 마지막 세 번째는 현실 같은 가상을 제공하는 방식이었다. 이에 위 세 가지 양식에 해당하는 성공 콘텐츠를 선정하고 문화와 기술을 적용한 방법론을 분석해보았다. 분석 결과 성공한 콘텐츠들은 문화의 성향에 따라 각기 다른 목적을 달성하기 위해 기술을 활용하고 있었다. 첫 번째로 포켓몬고는 현실의 유저가 가상의 애니메이션 주인공이 될 수 있도록, 가상을 현실에서 보여주는 기술을 사용했다. GPS를 통해 실제 유저의 이동 경로가 게임의 여정이 되게 만들었고, AR을 이용해 가상의 캐릭터가 현실에 있는 것처럼 보여주었다. IP의 핵심 요소를 파악하고 이를 실현할 기술을 선택한 것이다. 두 번째로 버츄얼 유튜버는 가상공간만의 자기표현이 가능하도록 현실을 가상으로 가져가는 기술을 사용했다. 모션캡쳐로 실제 사용자의 움직임을 복제했고, 이를 기반으로 움직이는 디지털 이미지는 사용자의 취향에 따라 선택할 수 있게 했다. 이모티콘으로 증명된 디지털 공간의 과장된 표현 욕구를 파악하고 가상공간에서만 사용할 수 있는 재현 기술을 선택해 동일시와 자기표현의 장을 제공한 것이다. 마지막으로 디즈니의 <라이온 킹>은 브랜드 몰입도를 높이기 위한 목적으로, 현실 같은 가상을 보여주는 기술을 사용했다. 표정을 통해 감정을 전달하던 의인화 방식을 버리고, 고 퀄리티의 CG를 이용해 실제 같은 동물 이미지를 재현함으로써 가상과 현실의 경계를 허물었다. 이런 CG 재현 기술은 애니메이션을 다큐멘터리로 변환시키면서 결과적으로 가상이 현실을 대명사를 대체하는 방법을 보여준다. 이렇게 문화와 기술의 접목은 작품에 따라 다양하게 선택되어야 한다. 유행하는 기술의 무조건적인 사용에서 벗어나, 작품의 제작 목적을 파악하고 이를 효율적으로 전달하는 있는 기술 선택이 필요한 것이다.

기술이 문화가치관에 미치는 영향: 20년간 프레임워크 변화의 테스트를 중심으로

반정정,권종욱 사단법인 한국융합기술연구학회 2023 아시아태평양융합연구교류논문지 Vol.9 No.6

This study examined the trend of framework changes over 20 years based on the study on the impact of technology on cultural values[1]. Based on technology determinism, technology has a decisive influence on culture and society and is determines the development of social structure and cultural values. As such, I would like to examine the relationship between how the development of technology affects Hofstede's cultural dimension in the midst of constantly changing cultural values. To this end, the cultural value scores of 46 countries were measured using Hofstede's cultural dimension, and a model including six equations was formed through regression analysis to derive the results from the following analysis. First, in order to examine the trend of change after 20 years of TK(Tang and Koveos, 2008) model research, the GDP index was updated as an economic factor from 2018 to 2021, and the difference from the existing research results was examined. Second, in order to understand the impact of technology on cultural values, three technological indicators were added: the national competitiveness index (WEF 2014), global innovation index, and ice infrastructure to analyze the impact of technology on culture. Third, technology had a positive (+) or negative (-) effect on cultural values, and the impact on each culture of the three technology indicators was also analyzed. 본 연구는 기술이 문화적 가치에 미치는 영향을 연구한 것을 기반으로 20년 동안의 프레임워크 변화 추세를 조사했다[1]. 기술결정론에 따르면, 기술은 문화와 사회에 결정적인 영향을 미치며 사회구조와 문화적 가치의 발전을 결정한다고 한다. 이에 따라, 기술의 발전이 Hofstede의 문화적 차원에 어떤 영향을 미치는지를 조사하기 위해 지속적으로 변화하는 문화적 가치 속에서 기술의 발전이 어떤 관계를 가지는지 살펴보고자 한다. 이를 위해 46개 국가의 문화적 가치 점수를 측정하여 Hofstede의 문화적 차원을 사용하여 6개의 방정식을 포함한 모델을 회귀 분석을 통해 도출하여 분석 결과를 도출하였다. 첫째로, TK(Tang and Koveos, 2008) 모델 연구 후 20년 동안의 변화 추세를 조사하기 위해 GDP 지수를 2018년부터 2021년까지의 경제 요인으로 업데이트하고 기존 연구 결과와의 차이를 검토했다. 둘째로, 기술이 문화적 가치에 미치는 영향을 이해하기 위해 국가 경쟁력 지수 WEF(World Economic Forum, 2014), 글로벌 혁신 지수, 얼음 인프라 등 3가지 기술지표를 추가로 분석하여 기술이 문화에 미치는 영향을 분석했다. 셋째로, 기술은 문화적 가치에 긍정적인 (+) 또는 부정적인 (-) 영향을 미치며, T 모델과 GT 모델이 각 문화에 미치는 영향도 분석하였다.

CONSUMER PERCEPTION ON TECHNOLOGY AND CULTURAL CONVERGENCE MARKETING ACTIVITIES OF A FASHION BRAND: FOCUSED ON DETERMINANTS OF ADOPTION

Haesung Whang,Eunju Ko 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

With traditional boundaries among culture, technology, finance, politics, and ecology are disappearing (Friedman, 1999), the need of businesses to deliver unusual experiences to the consumers have increased in order to survive and thrive. With consumer’s need diversifying and getting more complex, capturing receiver’s attention is becoming the key issue for brands (Jung & Shin, 2010). Resultantly, the traditional operators are feeling the necessity to co-operate with those in other fields to obtain differentiation. Hence, even without one consensus meaning existing, the emphasis on the word 'convergence' is consistently growing. Its popularity of use reflects the era we live in, where boundaries are fading and unaccustomed ideas are brought together (Lord & Velez, 2013). However, despite its importance increasing, researches on convergence marketing are very limited. Most of the studies focus only on qualitative research, especially on case studies or defining conceptual definition of term convergence. Thus, not much is known of how consumers perceive this new way of approach. Therefore, the main goal of this study is to first, understand how the consumers perceive marketing of technology and marketing of culture, and second, how the convergence of these two influence on brand perception. The concept of convergence holds meaning in all sorts of fields from telecommunications, computer sciences, mathematics, logic, to economics, sociology, accounting and others (Lord & Velez, 2013). Although it seems that the word convergence is more or only related to the information technology discourse, however in large, although it is true that it was mainly based on the advance of information technology, the concept of convergence is frequently used both in the media industry and the other academic fields. From media industry, it denotes the ongoing restructuring of media companies as well as to describe the various intersections between media technologies, industries, content and audiences. Yet, in academic fields, in the same context of convergence several other terms are frequently used in the literatures, for example as alliance, partnership, sponsorship, and collaboration (Appelgren, 2004) which is all based on the same ‘coming together’ yet differs in specific goal. The convergence marketing that emerged from the intensified competition among brands co-operates with those in other fields in order to create differentiating point. The convergence in fashion industry is found with two main streams of technology convergence and cultural convergence (Wi, 2013). In line with the fact that convergence in everyday life bases from the improvement of technology, the application of technology in fashion industry is also found throughout the production process, from design to production and distribution. Unlike 2000s where fast fashion changed the fashion system, the impact of technology seems to be the largest in the turn of 2010 (Choo et al., 2012; Ko, Kim, & Lee, 2009). As the convergence of marketing and IT can create rich, technologically enabled digital experiences that engage, delight, and serve the consumer, now it plays a part as a source of innovation (Lord & Velez, 2013). Accordingly, with pioneering advantages that technology appliance can deliver, many luxury brands have adopted new technology in its marketing strategies, including QR code in the magazine ad, hologram technique replacing the plastic mannequin, motion reacting interactive show window are to name a few. Similarly, culture for marketing is found with consumers pursuing more and more cultural and intellectual activities with the improvement of the standard of living. As concept of art exemplified from the marketing standpoint evoke general connotations of sophistication, culture, luxury and prestige (Martorella, 1996), many luxury brands are applying cultural contents to improve brand images (Hagtvedt & Patrick, 2008). In sum, to satisfy consumers’ diverse need, brands are trying to incorporate not only using the novel digital devices, but also conveying the cultural contents to provide emotional stimulus. Thus, this study focuses on the marketing communication using convergence of technology and culture that aims to gain consumers’ evaluation. This study applies complex model of Technology acceptance model to Pleasure-arousal-dominance theory to better understand how consumers perceived and adopt the new type of marketing strategy. TAM is a widely employed in various studies to predict users’ behavior intentions (Hsu & Lu, 2004). Technology acceptance model suggested by Davis (1989) is agreed as the theoretical background useful to explain individual adoption behavior with the introduction of such relatively new medium like this make users to experience new ways (Bagozzi & Yi, 1988). Yet, in the model application stage, it was suggested that TAM model focuses only on the judgment of the system of technology and lacks the ability to explain other potentially important factors that can influence on users’ acceptance process. Thus, similar to the other previous researches, this study also linked the emotion response to the existing technology acceptance model (Igbaria, Zinatelli, Cragg, & Cavaye, 1997; Venkatesh, 2000). This was due to the fact that the usage of technology is extending throughout the industry, and emotional factors are found to work as an important factor in such work. Many other approaches have been made in order to explain the emotional side of the adoption, yet in this study, pleasure-arousal-dominance theory which is often used to explain in marketing communication discourse and is supported in application for experiential aspect (Holbrook & Batra, 1987). Pleasure-arousal-dominance theory (PAD; Mehrabian & Russell (1974)) suggested by Mehrabian & Russell (1974) explains the three basic emotion status to mediate approach-avoidance behaviors in any environment based on the Stimulus-Organism-Response(S-O-R) paradigm. It explains that individual’s emotional status is aroused by the mediating environment (Donovan, Rossiter, Marcoolyn, & Nesdale, 1994). Yet, interpreting the recent studies arguing that in consumption related emotions situation, dominance is not necessary (Donovan et al., 1994), this study was adopted as a two-dimensional construct that can impact the user’s behavior intention. In sum, this study applies perceived ease of use, perceived usefulness, pleasure, and arousal as the determinants of adoption. In addition, not simply examining the adoption process of the convergence marketing, but this study relates to the actual effect on consumers’ brand evaluation. The appliance of TAM as the part of individual dimension variable was found in recent studies that investigated the effect of adverting with interactive medium (Han & Park, 2010; Shim, 2009). Previous literatures have suggested the perceived usefulness significantly influences on the attitude toward the retailer that provides such experience (Lee et al, 2006). Especially, such studies were made within the e-commerce conditions, such as investigation of consumer behavior towards a non-profit organization’s virtual store (Chen et al, 2002), influence of perceived usefulness positively influencing on attitude towards the online retailer and intentions to use from such retailer (Vijayasarathy, 2004), and determinants of adoption (usefulness, ease of use, and enjoyment) on the attitude toward the online retailer (Lee et al, 2006). On this account, brand attitude, and purchase intention was examined. In this study, survey method in order to investigate how consumers perceive the convergence marketing in the marketing communication context, and further, how they evaluated the brand performing convergence marketing. Preliminary study was first proceed to understand how marketing of technology and marketing of culture is recognized by consumers, and further, manipulate each stimuli. The adoption process was investigated using technology acceptance model combined with pleasure-arousal-dominance theory, as a part of the individual variables. With mediating effect of consumer characteristics found to be important in convergence marketing (Kim, 2007), personal innovativeness, art involvement, and need for uniqueness was applied to see the mediating effect. Therefore, a survey was conducted to see the differences in the degree of convergence. The preliminary research with 183 samples indicated that convergence marketing method was preferred over the dedicated marketing of technology or culture. Thus, the experimental design that was designed in a form of 2 by 2 between subjects factorial design with factors of innovation of technology and classiness of culture, the 513 samples collected a total of 485 samples being used. The analysis indicated that as the convergence traits of novelty and classic increase, determinant of intentions were strongly generated, followed by the increasing intention to accept, continued to building positive brand attitude and purchase intention. Yet, in specific, novelty trait had direct influences on making emotional feeling, including pleasure and arousal, rather than on generating cognitive reaction. It was the classic trait that had relationship in between cognitive and emotional reaction. Additionally, it was also found that in case of emotional feeling were evoked, pleasure and arousal, it influenced on building positive brand attitude continued to purchase intention even if adoption intention was not made. Moreover, when adoption intention was made, the direct influence on positive brand attitude was found to be significant. Meanwhile, determinants of adoption were found to have the significant influence on adoption intention and on brand attitude. The positive influence of determinants of adoption on adoption intention is in line with a number of researches on ETAM. When perceived to be higher, all resulted in higher adoption intention (Tzou et al., 2009). In terms of brand attitude, it was found that only the emotional variables of pleasure and arousal that had direct influence to have marketing effectance, which coincides with the result of Childers et al. (2001). This study indicates that compared to the perceived usefulness and ease of use, enjoyment was a stronger driver to predict the attitude. In sum, the result implies that convergence marketing can work to satisfy both the cognition dimension as well as the emotional facet. When drivers of determinants of adoption is generated, it strongly influence on the adoption intention. Yet, in order to have the marketing communication effect on brand attitude and purchase intention, it is necessary to consider the emotional aspect, either pleasure or arousal. Such relationship is not only related to the cultural contents, but technology itself can now deliver emotional feelings to the consumers. Thus, the marketing director should focus on the usage of technology to involve emotional facets. In addition, all individual characteristics were found to be significantly moderating. Result of the effect of personal innovativeness implies that those of highly innovated tends to not only have strongly influence on adoption intention, but also had significant effect of advertising effect compared to the less innovated groups. The moderating effects of art involvement turned out that those highly involved in art, novelty did not matter much compared to the less involved group. In case of need for uniqueness, the significant relationship of perceived pleasure on brand attitude was found, yet unlike expected, those low in need for uniqueness had significantly stronger adoption intention. Thus, this can be perceived as due to the marketing activity targeting the mass audience, lacking the attractiveness towards those in higher need for uniqueness. Thus, in order to attract both those in high and low need of uniqueness, delivering both usefulness as well as pleasure is important. The result of this study contributes to understanding on status and recent trend of convergence marketing activities. Further, it is meaningful in that it is in line with the recent studies of applying TAM in combination with PAD theory as well as within the context of marketing communication. Thus, the result of this study is expected to be helpful in understanding the new hybrid consumers and give suggests useful information for establishing future brand communication plans. Yet, to further understand the interpretation process of consumer studies that incorporate variables suggested from the interview should be incorporated in the study.

노동자에서 장인으로: 전주 우산장 윤규상의 창조적 기술 실천

이창환 한국역사민속학회 2022 역사민속학 Vol.- No.63

This study will consider that creative technology practice played an important role in the transition of modern factory workers to traditional intangible cultural heritage craftsmen through the case of Jeonju Usanjang Yoon Kyu-sang. The research methods conducted by the researcher are literature survey and fieldwork. The text consists largely of three chapters. The first chapter is about the practice of technology in the production process of Ji-Usan. This chapter summarizes technology knowledge and technology practice using hand technology. The second chapter deals with Yoon Kyu-sang's creative technology practice revealed in the process of restoring Ji-Usan. The researcher summarized Yoon Kyu-sang's creative technology practice, focusing on restoring the top of the umbrella. The third chapter is about the practice of creative technology before and after the designation of intangible cultural properties. The cultural property- related policy environment of the central and local governments has become a condition that enables the creative technology practice of the umbrella manager Yoon Kyu-sang. The cultural asset-related policy environment of the central and local governments was classified into Jeonju City's craft revitalization policy, Jeonju City's efforts to discover local cultural resources, technology recognized as an intangible cultural asset, transmission craft research group activities, strengthening elements of family handicraft, and documenting experience. Changes in creative technology practice were analyzed by subdividing technology practice behavior in accordance with the system, technology practice behavior in accordance with the advanced and commercialization of Ji-Usan, and restoration of Yeol Chailsan. 본 연구는 전주 우산장 윤규상의 사례를 통하여 공장 근대 노동자가 전통 무형문화재 장인으로 전환하는 데 창조적 기술 실천이 중요하게 작동했음을 고찰할 것이다. 연구자가 수행한 연구방법은 문헌조사와 현장조사이다. 본문은 크게 3장으로 구성된다. 첫 장은 지우산 제작과정에서의 기술 실천에 관한 내용이다. 이 장에서는 기술 지식과 손기술을 활용한 기술 실천으로 정리했다. 두 번째 장은 지우산 복원 과정에서 드러나는 윤규상의 창조적 기술 실천을 다룬 내용이다. 연구자는 우산 꼭지 복원을 중심으로 윤규상의 창조적 기술 실천을 정리했다. 세 번째 장은 무형문화재 지정 전후의 창조적 기술 실천에 관한 내용이다. 중앙 및 지방정부의 문화재 관련 정책 환경은 우산장 윤규상의 창조적 기술 실천을 가능하게 하는 조건이 되었다. 중앙 및 지방정부의 문화재 관련 정책 환경은 전주시 공예 활성화 정책에 따른 장인 위상 강화, 전주시 지역 문화자원 발굴 노력, 무형문화재 제도공인 기술로 분류하여 살펴보았다. 창조적 기술 실천의 변화는 문화재 제도에 부합된 기술 실천, 지우산 고급화 및 상품화, 예올 차일산 복원으로 세분화하여 분석했다.

문화기술(CT) 개념과 사업추진 방식에 관한 연구

김진규 글로벌 문화콘텐츠학회 2013 글로벌문화콘텐츠 Vol.0 No.13

The idea of Culture Technology (shortly known as CT) originated from Korea in 1994 and the relevant R&D projects have been performed from 2001 with much attention. After more than ten years’ efforts, however, the concept of CT and the basic framework for CT projects still haven’t been clearly defined. Reviewing over ten years’ changes in the trends of Culture Technology and methods of performing the R&D projects, this study tries to clarify the concept of CT and suggest how the relevant projects should be done. Culture Technology is “the technology needed to improve the process of planning, developing, production and distribution and other related services in the business from the content industry, the arts or traditional cultures,”and the CT R&D projects should be performed, considering both technology led by culture and culture led by technology. 문화기술(CT)의 개념은 1994년에 우리나라에서 시작되었고 2001년부터R&D 사업을 본격 추진하기 시작하여 10여 년이 경과하였음에도 불구하고 문화기술의 개념과 사업추진 방식의 기본 틀이 아직 정립되지 못하고 있다. 본연구는 과거 10여 년간의 문화기술 개념과 사업추진 방식의 변화를 살펴보고, 관련법을 토대로 문화기술(CT)의 개념을 정립하고 이를 기반으로 문화기술 사업추진 방식을 제언하고자 하였다. 문화기술은 ‘콘텐츠산업과 문화예술 그리고 전통문화자원 활용사업의 기획, 개발, 제작, 생산, 유통, 소비 등과, 이와 관련된 서비스를 발전시키는데 필요한 기술’ 이며, 문화기술 사업은 문화(Culture)가 기술(Technology)을 선도하는 방식과 기술(Technology)이 문화(Culture)을 이끌어주는 2가지 방식을 다고려하여 추진하여야 한다.