MODELLING VAVILOVIAN MIMICRY OF LUXURY BRANDS

Min Teah,Ian Phau 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

The notion of brand mimicry is not a new one. Drawing its roots from Darwin’s theory of evolution, Bate (1862, 502) described mimicry as a visible “resemblance in external appearance, shapes and colours between members of widely distinct families”. Further development of the theory led it to the concept of natural selection and the survival of the fittest. In order to survive, many organisms in nature employ mimicry (Vane-Wright, 1976). This strategy is similarly reflected in marketing (Kapfarer, 1995; Shenkar, 2010; 2012) and has been deemed as a form of “imitative innovation” (Levitt, 1966). Based on the accounts of the rampant copying in the industry, there is evidence that there are observed parallels between the types of mimicry identified in the discipline of biological and natural sciences and mimicry in marketing. However, there is still very little that is known within this area at present. In addition, based on the review of the key classification studies within the discipline of biological and natural sciences (Vane-wright, 1976; 1980; Pasteur, 1982), Vavilovian mimicry was identified. Vavilovian mimicry was found to convey a close resemblance to mimicry in marketing. Therefore, the development of a scale serves as a foundation to conceptualize the theory of mimicry further into the luxury-branding context within marketing. Mimicryis defined as the visible “resemblance in external appearance, shapes and colours between members of widely distinct families” (Bates, 1865, 502). There are three key roles in the system of mimicry, which are namely the model, the mimic and the signal receiver (dupe/operator) (Pasteur, 1982; Vane-Wright, 1976). The mimic, is the imitating organism that can be any species of organism produces a mimetic signal; the model, is the entity that is being imitated; and the signal receiver or operator (Vane-Wright, 1976), or sometimes termed as the dupe is the organism that is duped to believe similarities between the mimic and the model. Vavilovian mimicry in nature Vavilovian mimicry is classified as a form of crop mimicry (Pasteur, 1982; Barrett, 1983) that involves weeds, such as rye (Secale) that mimicked the first crops of man (dupe) through their evolution in the wheat (model) fields (Williamson, 1982). Subjected to the methods of man to gather and separate weed from wheat, rye have developed seeds and seed dispersal mechanisms that mimicked those of wheat (Williamson, 1982). Through such means, rye has forcefully made its way into being accepted by man and to compete with wheat in the fields. Based on Vavilov’s (1951) explanation, he calls the cereals (e.g. rye, domestic oats, rye, etc.) that originated from mimetic weeds as secondary crops. This form of mimicry is the result of unintentional selection by human beings due to the close similarities between the mimic and the model (Barrett, 1983). Therefore the mimic can evade eradication as a result (Vane-Wright, 1976). Vavilovian mimicry in marketing There are a number of parallels found within marketing that can serve to explain Vavilovian mimicry. One of the brands that employed the Vavilovian mimicry strategy lies within the beverage sector and is none other than Nudie Juice. Nudie Juice (mimic) started in 2002 by employing similar strategies to that of Innocent Juice (model) from the UK (Diagram 2). Nudie Juice has drawn many similarities from Innocent Juice such as the brand character (a small child like character), the packaging, and the concept of offering “premium fruit juice”. While many critics and consumers have suggested high level of similarities between the two brands (Ho, 2005), the founder Tim Pethick argued that they are not the same. It was suggested he initially drew inspiration from Innocent Juice but has evolved the brand from being similar to “something different” (Ho, 2005). After more than a decade in the Australian market, the Nudie brand has evolved from juice to beyond just another juice brand to differentiate from Innocent Juice. Therefore, based on the above examples, Vavilovian brand mimicry is when the mimic deceives or possibly confuses the signal receiver through symbolic and functional similarities, but as a result evades prosecution. Subsequently, it evolves, innovates and establishes itself away from the model brand over time and becomes an independent brand. They are often moderately similar mimics or so called imitative innovations. Method and Results Two studies were designed to develop the Vavilovian mimicry scale. All the studies were based on an experimental approach and were conducted in a classroom style setting using a homogenous sample aged between 18 to 35. Study One The purpose of Study One was to explore the concept of Vavilovian mimicry. In line with the scale development outlined by DeVellis (2003), it is important that existing theory should be reviewed and consulted prior to developing the scale. This study will closely follow the procedures set out by DeVellis (2003), Churchill (1979) and Li, Edwards and Lee (2002) using three methods to generate potential scale items which are 1) a thorough literature review, 2) thesaurus searches, and 3) expert surveys. Through the three techniques, an initial pool of 55 items was identified. The pool of items that was initially generated for Vavilovian mimicry scale was tested using a series of stimuli of real life brands befitting the concept of Vavilovian mimicry within the luxury branding industry (e.g. Lacoste vs. Crocodile, Rolls Royce vs, Geely). The product stimuli were pre-tested on a group of judges to ensure that the concept of Vavilovian mimicry is accurately measured. The stimuli were kept constant in the number of pairs of brands, and the duration to the stimuli that the subjects are exposed was all controlled for in the experiments. The first set of scales developed for Vavilovian mimicry was administered to a sample size of 195 respondents. Students were used as it has been indicated in past studies that students are appropriate subjects for scale development as they serve as surrogate consumers (Yavas, 1994). The data is checked for missing values and responses that are either incomplete or inappropriately completed are removed. Hence, only 177 useable responses were retained. Results of EFA As the study intended to develop scales to measure Vavilovian mimicry, the initial pool of items were cleaned to reveal five factors that seem to qualify as potential items for use. Items with double or triple loadings and that show factor loadings below .3 were eliminated. The items in the other unexpected factors were examined and items that were found to have little relevance to the study were removed. From the 55 items that were factor analyzed, 23 items remained within that is used to measure Vavilovian mimicry (α = .947; KMO and Bartlett’s test =.000; .808). From the factor analysis, the inconsistent items were also removed based on the co-efficient alphas (Nunnally, 1978). The initial Cronbach’s alphas for the factors were above .7, suggesting that the initial scales are still considerably long. As such, the next stage will be to optimize the scale length and to purify the data. Study Two This stage was performed to examine the dimensions of the scales in Study One, and to further purify the items. Churchill (1979) suggested that the scale purification step is to examine the dimensionality of the items. Confirmatory factor analysis (CFA) has been used to reduce scales by identifying the items that needs to be trimmed from the scale, which assists by confirming the scale in its final form (Netemeyer, Bearden & Sharma, 2003) using AMOS 19. A new survey instrument is produced consisting of the 23-item Vavilovian mimicry items, as well as the demographics collected in Study One. Respondents were exposed to only stimulus (pair of brands) that is tested to show Vavilovian mimicry and asked to respond to a self-administered survey. The respondents are students who fall between 18 to 35 years of age. Useable responses for this study was 206. Results of CFA Prior to completing the measurement model, the congeneric model for each of the factors within the Vavilovian mimicry scale is tested to ensure model fit before testing it as a measurement model. CFA further refined the scales resulting in three dimensions, which are namely symbolic characteristics, physical characteristics and beneficial characteristics. Symbolic (Chi-Square =9.390, Degrees of Freedom = 8, Probability level = .310, RMSEA = .029, RMR = .033, AGFI = .956, CFI = .998) and physical characteristics (Chi-Square =12.571, Degrees of Freedom = 11, Probability level = .322, RMSEA = .026, RMR = .029, AGFI = .954, CFI = .998) dimensions resulted in seven items each and beneficial characteristics (Chi-Square =3.203, Degrees of Freedom = 2, Probability level = .202, RMSEA = .054, RMR = .018, AGFI = .954, CFI = .997) resulted in five items. According Raubenheimer (2004), multi-dimensional scales should have a minimum of three items to load significantly on each factor in order to be successfully identified. Based on the congeneric models for the three dimensions of Vavilovian mimicry, it is shown by the results to achieve acceptable measures (Hu and Bentler, 1999). These three factors are then being used in the measurement model to ensure that the three dimensions of the scale are of acceptable measures. In the next step of the measurement procedure, the three-factor structure was tested using CFA (Kelloway, 1998). Based on the measurement model (Figure 1), model identification was achieved with the 15 items and the model fit statistics are found to be of acceptable range and can be used for further analysis (Hu and Bentler, 1999) Chi-Square =104.183, Degrees of Freedom = 83, Probability level = .058, RMSEA = .035, RMR = .063, AGFI = .914, CFI = .989).These 15 items have indicated a good model fit within three dimensions. The scale items were validated using predictive, nomological, convergent and discriminant validity tests. The paper is one of the first (at the time of the study) to develop a scale to measure Vavilovian mimicry. The final 15 items for the scale fills an important gap in the literature as it conceptualizes and measures a specific type of mimicry that is abundant in the marketplace. At present, studies have yet to extend the established theory of mimicry from the discipline of biology and natural sciences. In addition, the scale allows the model brand managers, mimic brand managers and policy makers to better identify the type of mimicry that are in question. In addition, rather than only addressing mimicry from the luxury brand owners’ perspective, the Vavilovian mimicry scale allows mimic brand managers to understand if Vavilovian mimicry is an effective innovation strategy to deploy. Typically, policy makers have often struggled in copyright laws and identifying different types of infringement in the marketplace, especially when understanding consumer confusion in relation to brand “copycats”. This Vavilovian mimicry scale can be used to measure and identify mimics more effectively and therefore to have better strategies in either educating consumers or to formulate policies and strategies. This study provides insights into means to address competition from mimic brands especially in countries such as China. However, at present the scale is currently still under development and requires further validation and generalization. Future studies will need to measure construct, criterion, discriminant and convergent validity. Furthermore, the scale warrants generalizability across specific product luxury product categories such as cars, jewellery, clothing and so on. In addition, the scale will need to be tested in relation to other constructs such as brand familiarity, consumer perceptions and evaluations in order to understand the true extend and influence of brand mimicry. Lastly, this study attempts to bridge the gap in the literature and pave the foundation to better understanding of brand mimicry.

소유물 모방의 긍정적인 효과

이혜진(Hye Jin Lee),최진희(Jin Hee Choi),김유선(Yoo Sun Kim) 한국마케팅학회 2014 마케팅연구 Vol.29 No.1

지금까지의 모방 연구는 심리학에서 무의식적 수준의 행동 모방에 한정되어 왔으나, 점차 소유물 모방에 대한 연구가 시작되고 있다. 소유물 모방은 개인이 다른 사람의 물건을 따라서 구매하는 행위로 정의되며, 대량 생산으로 인해 모방이 쉽게 일어나는 현대 사회에서 소유물 모방에 대한 연구는 마케팅적 시사점이 크다고 할 수 있다. 현재까지의 소유물 모방에 대한 연구는 모방의 부정적 효과를 주로 보여주었다. 그러나 본 연구에서는 모방을 긍정적으로 해석할 수 있는 상황도 가능하다고 보고 긍정적인 해석이 가능한 소유물 모방 상황을 제시함으로써 소유물 모방에 대한 이해의 폭을 넓히고자 한다. 구체적으로 모방자의 인지된 능력 수준과 피모방자의 인정 욕구에 따라 소유물 모방의 해석이 달라질 것임을 제안한다. 모방자의 능력이 높게 인지된 경우에는 낮게 인지된 경우와 비교하여 피모방자가 모방을 긍정적으로 해석할 것이며, 이에 따라 모방된 제품에 대한 평가 또한 높아질 것이다(가설 1). 뿐만 아니라, 모방자의 능력이 높다고 인지될 때 피모방자는 모방된 제품을 중고 시장에 되팔 때 더 높은 최소판매가격을 받고자 할 것이다(가설 2). 또한, 피모방자의 타인으로부터 인정 받고자 하는 욕구는 모방자의 능력에 대한 인식이 모방의 긍정적인 해석에 미치는 영향을 조절할 것이다(가설 3). 실험 1a에서는 능력이 높게 인지되거나 혹은 낮게 인지되는 친구가 가방을 따라 구매하는 상황에서 피모방자의 모방에 대한 해석 및 제품 평가 변화를 알아보았다. 실험 결과, 예상한 방향과 같이 능력이 낮게 평가되는 친구가 모방하였을 경우에 비하여 능력이 높게 평가되는 친구가 모방을 하였을 경우에 피모방자는 모방에 대하여 더 긍정적으로 해석하였으며 그 가방에 대한 평가도 더 긍정적으로 변화하였다. 또한 모방에 대한 긍정적인 해석이 가방에 대한 평가를 매개하는 것으로 나타났다. 실험 1b에서는 이 결과의 연장선상에서 제품 관련 행동으로까지 그 효과가 이어지는지에 대하여 알아보고자 모방을 당한 제품을 중고 시장에 되팔 경우 받고자 하는 최소판매가격을 새로운 종속 변수로 추가하였고 예상대로 능력이 높은 친구가 모방하였을 경우에 피모방자는 중고 시장에서 더 높은 가격을 받고자 하였다. 실험 2에서는 피모방자의 인정 욕구에 따라서 모방의 긍정적인 효과가 조절되는지 알아보았으며 신발과 USB를 자극물로 사용함으로써 일반화된 상황에서의 모방 효과를 확인하였다. 구체적으로 타인으로부터 인정 받고자 하는 욕구가 낮은 사람들은 모방자의 능력이 높게 인지되는 경우에 한해 모방 상황을 긍정적으로 해석하였으나 이와 대조적으로 타인으로부터 인정 받고자 하는 욕구가 높은 사람들은 능력이 낮게 인지되는 친구가 모방하였을 경우에도 모방에 대하여 동기적으로 해석하여 더욱 긍정적으로 해석하였다. Research on mimicry has been restricted to the behavioral and unconscious level of mimicry. However, possession mimicry is becoming more important since people intentionally or unintentionally mimic other`s products due to today`s mass production. In this study, we propose that interpretation of possession mimicry will differ depending on the perceived mimicker`s competence. Recent research has documented that people desire to be differentiated from others to keep their own distinctiveness. Consistent with this notion, consumer literature has put more weight on the negative side of possession mimicry. However, authors argue that there may be conditions under which possession mimicry is construed as a positive event. Further, we suggest that the perceived mimicker`s competence is the key factor in the construal of mimicry. Research in social psychology has shown that a competent individual`s behavior renders better evaluations compared to a less competent individual`s behavior. Consequently, we posit that there might be a positive effect of mimicry depending on the mimicker`s perceived competence. Specifically, when a mimicker`s competence is perceived as high, the mimickee will construe the mimicry as appraisal or a complement. On the contrary, if a mimicker`s competence is perceived as low, the mimickee will construe the mimicry less positively. For example, if a competent friend imitates the mimickee`s backpack, the mimickee will interpret the mimicry more positively and change their attitude toward his or her mimicked bag favorably (Hypotheses 1, 2). Furthermore, the mimickee`s individual characteristics will play a moderating role in the effect of the mimicker`s perceived competence on the interpretation of the mimicry (Hypotheses 3). A mimickee with a low approval motive will interpret the mimicry more favorably when the mimicry has been done by a high competent other. In contrast, when the mimickee`s approval motive is high, one will construe the mimicry as flattering regardless of the mimicker`s competence. The hypotheses are tested through a series of laboratory experiments. Experiment 1a showed that mimicry can be interpreted as flattery when the perceived competence of the mimicker is high. In addition, imitation by high competent others, relative to by low competent others, increased the evaluation of the mimicked product. Experiment 1b replicated the previous findings, and also showed the behavior change related to the mimicked product. Specifically, when it is mimicked by high competent others, the mimickee called for higher selling prices in the second-hand goods market. Additionally, this effect was mediated by the positive interpretation of the mimicry. In experiment 2, we explored the moderating role of a mimickee`s approval motive. When one has a low approval motive, the interpretation of mimicry differed depending on the mimicker`s competence. On the contrary, if an individual has a high approval motive, they motivationally construed the mimicry positively. Consequently, they interpreted the mimicry favorably regardless of the mimicker`s perceived competence. This study makes several theoretical contributions to consumer research. Whereas previous research has only focused on the negative consequence of possession imitation, this study places more emphasis on the positive effect of mimicry. Moreover, this finding suggests that it is important to consider both the mimickee and mimicker`s characteristics in mimicry research.

Drivers for Tax Mimicry : Moderating Role of Homogeneity and Expertise

Hyejeong Shin(신혜정),Su-In Kim(김수인) 한국국제회계학회 2020 국제회계연구 Vol.0 No.94

[연구목적] 본 논문은 기업들이 선도기업의 공격적인 조세전략을 모방한다는 선행연구를 확장하여 이러한 조세전략 모방이 산업특성과 기업의 지배구조에 따라 차이가 있는지를 연구하였다. 구체적으로 산업동질성에 따라 조세전략 모방에 차이가 있는지를 분석하고 나아가 이러한 관계가 조세전문가 존재에 따라 차별적으로 나타나는지를 확인하고자 하였다. [연구방법] 기업의 전략모방 의사결정은 불확실성 위험과 정보비용에 영향을 받는다. 산업 특성과 이사회가 이러한 요인들을 감소시키면 조세모방 행동이 나타날 가능성이 높다. 이에 본 연구에서는 산업동질성과 이사회 내의 세무전문가를 이용하여 2003년부터 2014년까지의 유가증권 및 코스닥 상장기업을 대상으로 분석을 수행하였다. 운영이 동질적인 산업에 속한 기업 간에는 비교가능성이 높아진다. 또한 이러한 산업에 속한 기업의 이사회 내에 세무전문가가 있다면 선도기업의 공시된 재무정보를 충분히 이해하고 적용할 수 있을 것이다. [연구결과] 2003년부터 2014년까지의 유가증권 및 코스닥 상장기업을 대상으로 분석한 결과는 다음과 같다. 첫째, 동질성이 높은 산업에서 기업들의 조세모방행동이 나타났다. 특히 현금유효세율과 장기현금유효세율에서 이러한 관계가 유의했다. 둘째, 산업동질성이 조세모방에 미치는 영향은 이사회 내에 세무전문가가 있는 경우에만 나타났으며, 세무전문가가 없는 기업에서는 나타나지 않았다. [연구의 시사점] 본 논문은 기업의 조세모방행동이 산업동질성과 이사회 전문성에 따라 차별적으로 나타난다는 분석결과를 통해 전략 모방이 불확실성과 정보비용에 따라 결정된다는 실증증거를 제시하였다. 또한 한국기업에서는 현금유효세율에서 조세모방이 유의적으로 나타난다는 결과를 통해 기업의 조세모방 행동에 대한 연구에서는 국가, 산업 및 기업 개별의 특성을 모두 고려해야 한다는 것을 보여준다. [Purpose] This study investigates the role of operational homogeneity and tax expertise in tax strategy mimicry. We investigate whether firms are more likely to duplicate tax avoidance strategy when they share operational strategies with industry peers, implying lower uncertainty risk and information-processing costs. [Methodology] We use operational homogeneity as the factor that reduces risks and costs and thus, facilitates tax strategy mimicry. The BOD’s tax expertise also plays a role in tax strategy mimicry based on industry homogeneity. Using a Korean sample of 2,544 firm-years from 2003 to 2014, we examine theses factors facilitate tax avoidance mimicry among firms. [Findings] Our results show that homogeneous industry firms employ tax strategy mimicry. Furthermore, the association between homogeneity and tax strategy mimicry is more pronounced in firms with tax experts on their boards of directors. [Implications] These results suggest that firms typically engage in strategy mimicry when they face lower risks and information-processing costs and higher pressure from investors.

Induction of anti-aquaporin 5 autoantibodies by molecular mimicry in mice

Lee, Ahreum,Choi, Youngnim 대한구강생물학회 2020 International Journal of Oral Biology Vol.45 No.4

Molecular mimicry is the most common mechanism that breaches self-tolerance. We previously identified autoantibodies to aquaporin-5 (AQP5) in the sera of patients with Sjögren's syndrome and found that the aquaporin of Prevotella melaninogenica (PmAqp), an oral commensal, is highly homologous to human AQP5. This study aimed to test whether PmAqp can induce anti-AQP5 autoantibodies via molecular mimicry. From the amino acid sequence of PmAqp, an immunizing peptide; i.e., PmE-L, was designed, which contained both the B cell epitope "E" and T cell epitope. C57BL/6 and BALB/c mice were subcutaneously immunized with linear or cyclic forms of PmE-L emulsified in incomplete Freund's adjuvant. The concentrations of the antibodies in sera were measured using enzyme-linked immunosorbent assays. Both linear and cyclic PmE-L induced high levels of antibodies against not only the immunized peptides but also autoantibodies against AQP5E and antibodies against PmE, a Pm homolog of AQP5E. In C57BL/6 mice; however, the cyclic form of PmE-L was more efficient than the linear form in inducing autoantibodies against AQP5E that contained a cyclic epitope. The levels of anti-PmE antibodies and anti-AQP5E autoantibodies showed a strong positive correlation (r = 0.95, p < 0.0005), suggesting molecular mimicry. Collectively, the mice produced anti-AQP5E autoantibodies in response to a PmAqp-derived peptide. This model proved to be useful for studying the mechanisms of autoantibody production by molecular mimicry.

사회적 거리, 자기해석, 독특성 욕구가 소유물 모방으로 인한 피모방자의 감정 및 재구매의도에 미치는 영향

최진아,김재진,황지환 한국전략마케팅학회 2015 마케팅논집 Vol.23 No.2

본 연구는 행동모방의 한 유형으로 ‘타인이 나와 동일한 제품을 구매하여 이를 보유한 상황’을 제 시하고, 이러한 상황이 개인의 특수성을 위협하여 부정적인 결과를 가져올 수 있다는 가정 하에 연구를 설계하였다. 소유물 모방 상황은 모방자와의 사회적 거리가 가까운 경우와 사회적 거리가 먼 경우의 2가지 상황으로 제시하였으며, 이 때 조절변수인 자기해석 또는 독특성 욕구가 피모방 자의 감정 및 재구매의도에 차이를 가져올 것이라는 가설을 수립하였다. 검증 결과, 자기해석과 독특성 욕구의 조절효과는 유의한 것으로 나타났다. 구체적으로, 모방자와의 사회적 거리가 가깝 고 피모방자가 독립적 자기해석을 하는 경우, 모방자와의 사회적 거리가 가깝고 피모방자의 독특 성 욕구가 높은 경우에 소유물 모방이 특히 부정적인 결과로 이어진다는 결과를 얻을 수 있었다. 소유물 모방으로 인해 나타난 피모방자의 감정은 재구매의도에 정(+)의 영향을 미치는 것으로 나 타났다. 본 연구 결과, 기업이 미처 예상하지 못했던 ‘타인에 의한 소유물 모방’이 원인이 되어 소 비자의 행동의도에까지 영향을 미칠 수 있었다. 따라서 마케팅 담당자는 사전에 통제 불가능한 요소가 소비자에게 영향을 미칠 수 있음을 인지하고 있어야 할 것이다. 또한 제품의 독특성을 부 여할 수 있는 옵션을 제공하거나, 다양한 부속품을 통해 동일한 제품이라도 나만의 특별한 것으 로 만들 수 있는 마케팅 전략을 수립한다면, 소유물 모방으로 인한 부정적 감정을 해소시키는데 도움이 될 것이다. This study is assumed that behavioral mimicry like the circumstance when others have the same products as I have can threaten personal distinctiveness. In other words, this study tried to investigate how one's perception of others' possession mimicry affects mimickee’s emotional responses and behavioral intention. The results are follows. First, the moderating effect of self-construal and need for uniqueness were significant. Second, emotional responses positively affected their repurchase intention. In the case of close social distance, in the case of consumers with independent self-construal, and in the case of consumers with high need for uniqueness, possession mimicry made negative influence. The findings imply that something like possession mimicry, unexpected by firms, can affect consumers' behavioral intention. Therefore, they need to establish a marketing strategy to provide an option for product uniqueness and create one's uniqueness with various accessaries even though consumers use the same product, it will be helpful to alleviate one's negative emotional reponses to possession mimicry.

이광수의 일본어 텍스트에 나타난 내선일체론 연구

김개영 동국대학교 한국문학연구소 2016 한국문학연구 Vol.0 No.50

This paper study ambivalence of ‘Naeseonilche(內鮮一體)’, focusing on Lee Gwang-Su's essays in Japanese. By Homi Bhabha, possibility of overthrow is revealed both ends, following a process of coherence by Colonists and mimicry from Colonized People. Once again, desire of identification highlights the difference between japanese settler and korean. Ironically, It strengthens the identity of korean but somewhat weaken the colonial disorder. Of these, Lee Gwang-Su's Naeseonilche in his essays is related to Mimicry. We, however, are able to find out the word ‘Naeseonilche’ is contradicted. Because one of the colonism attribute is resemble closely, not same. Moreover, Contradictoriness will be amplified if colonial disorder points out to settler themselves. Illocutionary act in Lee's japanese prose heads toward colonial power not colonized people tells something. Colonial disorder which went through inside of colony intellectual reverts to colonists twisted. This paper deals with the aspects of the mimicry of colonials that has shaken the power of colonial authority and further become a metonymy of the threatening code. 본고는 이광수의 일본어 언표행위에 주목하여 그 속에 담긴 내선일체담론의 양가성을 살폈다. 호미바바(Homi Bhabha)에 의하면, 식민 지배자에 의한 정합화의 과정과 피식민인에 의한 흉내(Mimicry)의 과정 양단에서 ‘전복’의 가능성이 나타난다고 말한다. 다시 말해, 동일화의 욕망이 식민/피식민 간의 차이를 부각시켜 오히려 피식민인의 정체성을 강화하고 식민담론의 약화를 초래한다는 것이다. 이 중에서 이광수의 내선일체론은 모방의 과정과 관련이 있다. 그러나 지배자를 닮되, 지배자와 같아서는 안 된다는 식민담론의 속성상, 조선인의 완전한 일본인화를 내세우는 내선일체론은 그 자체가 모순적이라고 볼 수 있다. 더구나 피식민지식인의 식민담론이 지배자에게 향하고 있다면 그 모순성은 보다 증폭될 것이다. 이광수의 일본어 언표행위는 피식민지 조선인이 아니라 식민권력에게 향하고 있다는 점을 주목할 필요가 있다. 이는 식민지 지식인의 내면을 투과한 식민담론이 굴절된 채로 식민지지배자에게 되돌려진 것이라 할 수 있다. 본고는 이러한 피식민자의 흉내(Mimicry)가 오히려 지배담론의 주체를 전도시켜 식민권력에게 위협의 코드로 전유되는 양상을 다루고 있다.

Faking It Right: The King as a Precise Imitator of the True Statesman

Jenny K. Strandberg 한국서양고전학회 2021 西洋古典學硏究 Vol.60 No.3

In the Sophist, the Eleatic visitor distinguishes between precise and belief mimicry as having versus lacking knowledge of what one is imitating. Imitation is an important theme in the Statesman as well, where the visitor follows up with a portrait of the true statesman. But the earlier distinction is conspicuously missing in this conversation. My objective here is to analyze political mimesis from the perspective of precise and belief mimicry. I identify the king, who rules with opinion and according to laws, as a potential precise mimic of the true statesman. As such, he occupies a liminal position between sophistry and the demanding true statesman ideal and comes to represent a more realistic political vision on the part of the visitor. The mimetic king does not have direct knowledge in statesmanship, which seems almost impossible to attain, but a second order knowledge of someone who has expertise. He knows the true statesman’s character and manner of rule and is therefore able to imitate this ideal precisely. Since the other mimetic rulers lack this knowledge, they produce merely artificial images of true statesmen. Hence, I argue that, of all the mimetic rulers in the Statesman, only the king is faking it right. I make this point in the larger context of the threat posed by tyranny in the dialogue. An ignorant monarch could claim to be a true expert and demand to rule with absolute sovereignty, like a true statesman, thus establishing tyranny. In this case, the protection that a strict law-state would provide against the abuses of ignorant rulers would fail. Claiming to know what he does not know, coupled with the general population’s inability to see through this act of deception, the greatest sophist among sophists could cease power. To prevent this from happening, the visitor must clearly define how a tyrant is discernably different from a true statesman. In my interpretation, he articulates the telltale sign of a tyrant as a monarch who claims to be a true statesman. The king who rules with opinion and according to laws would not make such a claim, and neither would a ruler who truly possesses knowledge. A monarch who has knowledge should, in the visitor’s judgment, remain king and rule indistinguishable in name from less enlightened monarchs, who have merely an opinion in statesmanship. Hence, in not identifying herself as a true statesman, the true expert becomes markedly different from the one who does identify as such—the greatest fraud of all, the tyrant. From this it follows that it is not possible to imitate the highest political ideal more precisely than the king who rules with opinion and law, since anyone who claims to have realized the ideal exactly is a tyrant. The king manages to fake it right by acknowledging both what he does not know, i.e., statecraft, and what he knows, i.e., the character and manner of rule of a genuine statesman.

The Collapse of Self-Seduction and Colonial Mimicry: An Analysis of the Film M. Butterfly Compared to Its Earlier Versions

주현호(Hyun-ho Joo) 한국외국어대학교 외국문학연구소 2022 외국문학연구 Vol.- No.88

본 논문은 데이비드 크로넨버그 David Cronenberg의 1993년 영화 「엠. 버터플라이 M. Butterfly」를 존 루터 롱 John Luther Long의 1898년 단편소설 「마담 버터플라이 Madame Butterfly」 등과 비교 분석한다. 이를 통해 오리엔탈리즘 및 서구 식민주의에서 보여지는 서양과 동양, 백인과 유색인종, 남성과 여성, 이성애와 동성애, 식민주의의 지배자와 피지배자 등에 대한 이분법적 사고를 전면 재검토한다. 본 논문은 먼저 「엠. 버터플라이」에 등장하는 주요 인물 및 그들의 관계가 어떤 방식으로 이러한 이분법적 사고에 저항하고 있는지를 「엠. 버터플라이」가 부분적으로 기반하고 있는 「마담 버터플라이」와의 비교를 통해 밝힌다. 그 후 ‘자기유혹,’ ‘자기기만,’ ‘식민적 모방,’ ‘제3의 공간’ 등의 개념을 사용해 「엠. 버터플라이」 주인공들의 다층적 정체성과 그들 사이의 복잡한 관계망을 심층 분석하며, 결론적으로 이 영화에서 보여지는 오리엔탈리즘적 이분법에 대한 저항이 한계를 노정하고 있음을 규명한다. Through an in-depth analysis of the main characters and their relationship inDavid Cronenberg’s film M. Butterfly compared mainly to those in John LutherLong’s short story “Madame Butterfly,” this paper affords us a renewedunderstanding of the Orientalist hierarchy between the West and the East.The paper argues that, by constructing the multilayered identities of andcomplicated relationship between the main characters, René Gallimard andSong Liling, who cross the gendered and racially defined boundaries, thefilm deals critically with the Orientalist view of the West toward an Easternfeminine love, in which a beautiful, submissive Eastern woman is selflesslydevoted to a Western man. Using the ideas of self-seduction,self-deception, colonial mimicry, the Third Space, etc., the paper also pointsout the limitations of their crossing of the boundaries. That is, Gallimardcontinues blindly fantasizing about Oriental femininity to the end of the filmand Song’s deception and manipulation of Gallimard and his threats toGallimard’s superior position do not allow him to form a mutual partnershipwith Gallimard.

<이현경전>에 나타난 남장 모티프의 의미 -주인공이 남성으로 살 수 있었던 이유를 중심으로-

김인경 ( In Gyung Kim ) 한국고전여성문학회 2013 한국고전여성문학연구 Vol.0 No.26

본고에서는 ``남장 여성``인 주인공이 남성이 아님에도 불구하고 어떻게 남성으로 살 수 있었는가에 대한 의문을 품고, 초기 여성영웅소설 <이현 경전>을 대상으로 논의를 진행하였다. <이현경전>은 주인공이 남성이 아니면서도 남성으로 살고, 여성이면서 여성이 되어야 하는 아이러니한 존재임을 흥미롭게 포착한 작품이다. 이 작품의 주인공은 단순히 남성과 똑같은 능력을 발휘해서만이 아니라, 남성과 ``다름에도 불구하고`` 상당히 오랜 기간을 사대부 남성으로 살 수 있었다. 그 이유는 이분법적 성역할과 남복(男服)이라는 기표에 대한 오랜 고정관념과 선입관으로 인하여, 심지어 그녀의 여성적인 면모마저도 특출한 남성의 표징으로 인식하는 사람들의 착각과 오인이 일어났기 때문이다. 또한 사대부 남성의 일원으로 일상을 살아가면서 상황에 맞게 잘 대처한 주인공의 행동 방식과 화법에서도 그 이유를 찾을 수 있다. 주인공은 사대부 남성의 언행을 그대로 실천함으로써 다른 사람의 의심을 받지 않을 수 있었다. 하지만 그 발화의 진짜 주체는 남장 ``여성``이라는 점에서 ``복화술``적인 성격을 띠게 된다. 그리고 주인공이 취한 언행과 태도는 사대부 남성과 그리 다를 바 없이 보이지만, 실은 "거의 같지만 완전히 똑같지는 않다"는 점에서 ``흉내(mimicry)``에 가깝다고 할 수 있다. ``흉내``는 재현 대상이 지니고 있는 본질적인 면을 들추어냄으로써 그 권위를 약화시키는 기능을 하는 바, 주인공의 남장을 단순히 남성의 삶에 대한 선망이나 남성 중심의 이데올로기 추수(追隨)로 치부할 수 없는 이유도 여기에 있다. This study is focused on the reason how the heroine wearing men`s clothes could live as a man in LeeHyeonGyeongJeon, one of the early heroine novels, and then reached the conclusion as follow: Lee Hyeon-Gyeong, the main character of this novel, is not a male but she could live as a man, especially the great officer, for a long time. There are two main reasons of that. First, those who had been used to the conventional notion of dichotomous gender role and male attire misidentified her as a good-looking young man and a weak student of Chinese classics. Second, while Hyeon-Gyeong lived as a gentry men, she tried to be flexible in dealing with a situation. Because of having a command of appropriate words and hitting the right notes of the gentry men, she was not suspicious of other people. But the real subject of the speech was the woman, her speech closed to ventriloquism. And her appearance in male attire looked like the gentry men, but actually “almost the same, but not quite”, it is akin to mimicry. Especially mimicry is one of the defense mechanisms of hiding or denial of anxiety about her living a lie. On this account, she hold fast to gentry men`s values and attitudes.

한국 전통 민속 놀이 놀이구조 연구 : 로제 카이오와(Roser Caillois) 놀이이론 (Man, Play and Games)

문만기,김태용 영상예술학회 2007 영상예술연구 Vol.11 No.-

인류사에서 민속놀이를 단지 동물이나 어린이의 생활에 나타난 일상적인 현상으로 다루지 않고 특정한 민족의 중요한 문화적 기능으로 다룸으로써 학자들이 생물학, 심리학등 기타 학문에서 다루지 못한 영역에 비로소 접근할 수 있었다. 인간이 자신의 여러 역사적 경험에 의해 축적된 의미들을 이해 또는 표현하고자 할 때 그들의 영역사이에 구체적 관계의 표현인 행동기술, 상징, 신화, 철학들이 어떠한 유형으로 역사속에 존재하는지를 구체적으로 이해하여야 하며, 이것이 가상의 이미지로 재현되는 현대에 와서는 더욱 그러하다. 한국의 전통민속놀이(한국전통놀이)는 민속오락, 민속경기, 민속유희, 민속예능, 전승놀이, 향토오락 등을 포함하고 있으며, 민속놀이라는 개념 속에는 경쟁의식을 비롯해서 흥을 뜻하는 유희성, 즐김을 나타내는 오락성, 아름다움을 추구하는 예술성이 복합적으로 숨어있는 특징이 있음을 알 수 있어 오늘날처럼 단순히 시간을 보내기 위한 오락(pastime)과 즐기기 위한 오락(amusement)의 차원이 아니라, 지역과 민족을 단합시키고 일상적인 완고한 스케줄에서 해방되어 유의미한 학습정보 등을 제공하는 중요한 특징을 내포하고 있음이 본 연구를 통하여 나타나고 있다. 한국전통놀이의 각 요소들이 어떠한 구조를 가지며, 향후 컴퓨터게임 등 현대의 문화산업 소재로서의 효율적 활용가능성을 연구하기 위하여 로제카이오와 놀이이론(Roger Caillois, Les Jeux Et Les Hommes)이론에 근거한 분석된 상관계수들을 바탕으로 무작위로 선정된 총67종의 한국의 전통민속놀이를 조합해 본 결과 Mimicry와 Agon의 조합이 총67종의 게임 중 P=85.6, Alea와 Ilinx조합이 P=10.0으로 조사되어 대부분 몰입적 요소가 높아 디지털게임등의 소재로 적용하기에 유리한 구조적특성을 가지고 있는 것으로 조사되었다. Traditional Plays must be dealt with as cultural important features of a people through the history of human rather than general phenomena appeared in animals or children so that we can approach the new area that other studies such as biology or psychology haven't covered yet(Huzina, 1968; Douglas, 1978, 1982, 1996). When one tries to comprehend the meanings with prior experience, it should be taken care of in what form they exist such as behaviour description, symbols, myth and philosophy among which they represent the relation(Duvignaud, 1973; Huzinga, 1968), specially in these days that they are represented in virtual form(Berman,1989; Jencks, 1980, 1984, 1988), it is more important than ever(Man-Ki Moon, 2006; Benjamin, 1989,1994; Harvey, 1989; Preecel, 1999, 2000). Korean Folk Plays includes folk amusement, folk competition, folk entertainments, traditional plays, native recreation and inside the folk plays it accommodates a competitive sense, entertainments for fun, recreation for enjoying, artistic amusement for beauty that are the characteristically mixed. It contrasts the current pastime for time-killing or amusement for just enjoying but strengthen a region and people and released from strict schedule, gives meaningful learning(Isaacs & Senge, 1992; Prensky, 2001; Nielsen-Englyst, 2003) information and takes important role that we have studied. To know how the elements of Korea Folk Plays incorporate as a effective material into current cultural industry, with statistical correlation coefficients based on <Roger Caillois, Les Jeux Et Les Hommes> theory, we found that the mixture of Mimicry and Agon is 85.6% out of 67 games, the mixture of Alea and Ilinx is 10% so that they have the proper narrative structure(Abelson, 1996; Barthes, 1992; Minsky, 1986, 1988; Moser, 1996; Jay, 1995) for digital games.