장소 정체성을 위한 도시 공공공간 유형 연구

서동진 ( Dong-jin Seo ),임종훈 ( Jong-hoon Lim ) 한국공간디자인학회 2016 한국공간디자인학회논문집 Vol.11 No.1

(Background and Purpose)Contemporary cities are facing complex circumstances concerning ambiguity of identity because of density and rapid development. Various public spaces and buildings have been constructed taking into consideration the user’s need and convenience, economic value, as well as urban infrastructures. The change in lifestyle and ICT culture has led to an inference that human face-to-face interaction will eventually fade away leading to diminishing identity and usage of public space. The above-mentioned situation curse the problem that identity of public space losing its own meaning and contact, which is only focuses every function and convenience as locally. For this reason, this research tries to find types of public space through various features of space by suggesting lifestyle and behaviors, which are associated with creation of place identity and upgrading its image. (Method) Chapter 2 discusses the meaning of place and structural formation of place identity. Chapter 3 is a theoretical review of urban public space, such as concept of public space, formation types, features and paradigm shift, and subsequently searches for relationship between space elements. Chapter 4 deliberates on developing different types of public space for conceiving an identity for a city through case studies and analyses. (Results) Public space in contemporary cities is proceeding with this conceptual expansion, depending on user’s need. It essentially has implications of intermediate space. Elements of place identity are classified into six types: physical elements, user-centered elements, meaning and symbolic elements, historical (time) elements, communication elements, and media elements. Therefore, this research tries to understand the relationship between elements of place identity and public space. It has inferred four types: culture and leisure.oriented public space, community-centered public space, art and design.based public space, and technology-embedded public space. (Conclusions) The expectation about improvement of publicity within public space not only lies in public buildings, but also in private houses as well as urban planning. With the hypothesis that public space can be working well under the condition of diversity based on place identity, this research tries to understand the element of place identity and public space. Subsequently, it verifies and analyzes the adapted types of various contemporary public spaces: culture and leisure.oriented public space, community-centered public space, art and design.based public space, and technology-embedded public space. This research can be the basis for developing various approaches in space design planning, urban design, and strategy making process.

현실공간과 가상공간의 자아정체감이 게임중독과 현실부적응감에 미치는 영향

한혜경(Hye-Koung Han),김주희(Joo-Hee Kim) 한국언론정보학회 2007 한국언론정보학보 Vol.37 No.1

이 연구는 온라인 롤프레잉 게임 이용자가 현실공간과 가상공간에서 형성하는 자아정체감의 관계를 탐색하고, 그것이 온라인 게임중독과 현실부적응감에 미치는 영향을 경험적으로 검증하고자 했다. 분석결과 현실공간의 자아정체감과 가상공간의 자아정체감은 정적으로 높은 상관성을 보였다. 구체적으로 현실공간의 자아정체감이 높은 사람들은 가상공간에서도 높은 자아정체감을 보였다. 또한 두 공간의 자아정체감은 게임중독과 현실부적응감과도 매우 높은 상관성을 보였는데, 두 공간 모두 자아정체감이 높을수록 게임중독과 현실부적응감 수준은 낮아지는 것으로 나타났다. 그중에서도 현실공간의 자아정체감은 게임의 부정적 효과들, 즉 중독과 현실부적응감 수준을 결정하는 요인으로 나타났다. 가상공간의 자아정체감은 비록 독립적인 영향력을 발휘하지는 못했지만, 현실공간의 그것과 상호보완적으로 영향을 미칠 가능성을 보였다. 이것은 현실공간에서 자아정체감이 낮은 사람들에게 가상공간이 이상적인 자아를 발견하고 자신에 대해 긍정적인 인식을 발전시킬 수 있는 대안적인 공간으로 작용하지 못함을 의미한다. 중독에 이르고 현실부적응감 수준이 높은 사람들은 현실공간과 마찬가지로 가상공간에서의 자신에 대해서도 부정적으로 인식하기 때문이다. This study attempted to explore relationship between self-identities in real space and in virtual space and to inspect empirically both self-identities' influence on addiction and society maladaptation of online role playing game users. The verified results through this study are summarized as follows. First, both self-identity in real space and self-identity in virtual space represent strong interrelationship. In detail. the user with strong self-identity in real space shows strong self-identity in virtual space. Second, self-identities in two spaces have the negative interrelationship with game addiction and maladaptation. Whether real space or virtual space, the higher self-identity, the lower the levels of game addiction and maladaptation. Especially, self-identity in real space appeared an influential variable determining the level of addiction and maladaptation. Although self-identity in virtual space have not an independent influence, it has the possibility to effect complementary with self-identity in real space. This fact means that virtual space is not the place where the user with weak self-identity in real space can discovers the ideal self. Because they also experience the negative recognition about oneself in virtual space.

박완서 소설 서있는 여자의 젠더 지리학과 정체성 탐색

정미숙(Jeong Mi sook) 부경대학교 인문사회과학연구소 2016 인문사회과학연구 Vol.17 No.1

이 논문은 최근 주목받고 있는 ‘젠더 지리학’의 방법으로 소설 속 인물들의 변화하는/변화하지 않는 ‘정체성’의 기저를 탐구하고자 한다. 서 있는 여자의 젠더 지리학 탐사는 연지와 경숙, 두 여성의 공간 인식과 삶의 변화과정인 ‘흔적’(trace)을 통하 여 구현된다. 주인물 연지는 ‘원공간’인 친정에서 아버지와 어머니 사이에서 정체성을 형성하는데 그 결정적 매개가 된 것이 아버지 하교수의 ‘서재’ 공간이다. 소설에서 아내 경숙과 딸 연지에게 심대한 영향을 끼치는 공간은 견고한 가부장인 하교수의 ‘서재’와 ‘연구실’인데 이는 그의 ‘존재의 위상학’을 드러낸다. 하교수=서재=위상(권위)은 조화롭다. 소설 내내 그의 공간과 삶, 정체성은 안정적이다. 경숙은 그의 공간에 편입되길 원하고, 연지는 그의 공간=세계=삶을 동경하고 이상화한다. 이혼녀가 될 수 있는 위기에 직면한 경숙은 떠돌고 그녀의 공간은 이동, 부유하는 것으로 드러난다. 이른바 ‘두려움의 지리학(geography of fear)이라 부를 수 있는 ‘이혼녀집 순례’로 기록된다. 하교수 부인/이혼녀 경숙, 명예/수치, 안정/불안정의 이분법적 구도와 가부장적 시선에 들린 경숙은 ‘닥터 박의 집’, ‘은선의 집’을 순례하면서그녀들을 이해하기보다 ‘하교수의 부인’이자 ‘전업주부’인 자신의 변하지 않는(변할 수 없는) 정체성을 거듭 확인할 뿐이다. 이후 ‘집 밖에 없다’며 귀환한다. 연지의 공간은 복잡하고 그녀의 정체성 역시 혼돈과 생성의 과정에 있다. 연지는 ‘다락방’의 이상과 ‘서재’의 동경을 이어 결혼 후 ‘임대 아파트’에 공간을 마련하고, ‘직장’을 나간다. 주부/직업여성인 연지의 이중적 정체성은 이중고(二重苦)의 삶으로 이어진다. 남편 철민의 연지의 ‘몸(자궁)’에 대한 지배 욕망과 폭력, 젠더 레짐(genderregime)인 직장에서의 기혼 여성에 대한 경계와 요구에 직면한다. 이혼한 후, 연지는 ‘임대 아파트’를 자신의 공간으로 삼아 새롭게 배치하면서 차별화된 ‘나다움’을 지향하는 정체성을 추구하고자 한다. This paper tries to explore what underlies the changing or unchanging ‘identity’ of characters from the perspective ofgender geography. The exploration of The Standing Woman from that perspective may be briefed as search for ‘traces’ that imply how Yeon-ji, Gyeong-sook and professor Hah experience space and how their perceptions change. The main character of the novel, Yeonji forms her identity between her father and mother in her ‘original space’, that is, her real family’s home. Decisively mediating that formation is her father or professor Hah’s study. Professor Hah’s space lies in a “study” and a “research room” both of which reveals the ‘topology of his existence’. In the novel, his space greatly influences his wife Gyeong-sook and Yeon-ji rather than himself. That space is an inactive area that reveals his existential topology and misfortune. There’s harmony between the professor, his study and his topology(authority). Throughout the novel, his space and life coincides with each other, and he doesn’t experience such identity confusion. Mrs. Gyeong-sook’s space is seen moving and floating. It is revealed by ‘the story of a divorced woman’s pilgrimage’ that might be so-called ‘geography of fear’. She has lived as the wife of professor Hah ever since marriage. She decorates his space and just wants to integrate herself to it. However, her existence is almost rooted out by the husband’s notice of divorce. Ironically, her space is uncertain even at her home as a gender space. She makes a pilgrimage between ‘Dr. Park’s home’ and ‘Eun-seon’s home’. Rather than understanding them, however, Gyeong-sook reassures her unchangeable identity as ‘the wife of professor Hah’ and ‘a housewife’. Finally, she judges the place where she can stay is only her home, and returns there. Yeon-ji’s space is complex. Keeping in mind her ideal towards a ‘garret’ and longing for a ‘study’, Yeon-ji makes her space in a ‘leased apartment’ after marriage. She still goes to work as she watches out herself not to be just satisfied at life as a housewife. For her ideal and future, Yeon-ji chooses to live as a housewife and working woman. But in reality, her marriage life is just a double whammy to her. Cheol-min who is patriarchal has a desire to rule Yeon-ji’s body(womb). He puts violence on her who chooses abortion on her own will. At work as a gender regime, she is heavily pressed by vigilance and demands that are put on married women. Her painful marriage life makes ends due to Cheol-min’s cheating on her. Yeon-ji restructures the leased apartment into a space of her own, and decides to live a life in a way that she truly wants. She pursuesher identity as ‘being myself’ that is differentiated.

박완서 소설 『서있는 여자』의 젠더 지리학과 정체성 탐색

정미숙 부경대학교 인문사회과학연구소 2016 인문사회과학연구 Vol.17 No.1

This paper tries to explore what underlies the changing or unchanging ‘identity’ of characters from the perspective of gender geography. The exploration of 『The Standing Woman』 from that perspective may be briefed as search for ‘traces’ that imply how Yeon-ji, Gyeong-sook and professor Hah experience space and how their perceptions change. The main character of the novel, Yeonji forms her identity between her father and mother in her ‘original space’, that is, her real family’s home. Decisively mediating that formation is her father or professor Hah’s study. Professor Hah’s space lies in a “study” and a “research room” both of which reveals the ‘topology of his existence’. In the novel, his space greatly influences his wife Gyeong-sook and Yeon-ji rather than himself. That space is an inactive area that reveals his existential topology and misfortune. There’s harmony between the professor, his study and his topology(authority). Throughout the novel, his space and life coincides with each other, and he doesn’t experience such identity confusion. Mrs. Gyeong-sook’s space is seen moving and floating. It is revealed by ‘the story of a divorced woman’s pilgrimage’ that might be so-called ‘geography of fear’. She has lived as the wife of professor Hah ever since marriage. She decorates his space and just wants to integrate herself to it. However, her existence is almost rooted out by the husband’s notice of divorce. Ironically, her space is uncertain even at her home as a gender space. She makes a pilgrimage between ‘Dr. Park’s home’ and ‘Eun-seon’s home’. Rather than understanding them, however, Gyeong-sook reassures her unchangeable identity as ‘the wife of professor Hah’ and ‘a housewife’. Finally, she judges the place where she can stay is only her home, and returns there. Yeon-ji’s space is complex. Keeping in mind her ideal towards a ‘garret’ and longing for a ‘study’, Yeon-ji makes her space in a ‘leased apartment’ after marriage. She still goes to work as she watches out herself not to be just satisfied at life as a housewife. For her ideal and future, Yeon-ji chooses to live as a housewife and working woman. But in reality, her marriage life is just a double whammy to her. Cheol-min who is patriarchal has a desire to rule Yeon-ji’s body(womb). He puts violence on her who chooses abortion on her own will. At work as a gender regime, she is heavily pressed by vigilance and demands that are put on married women. Her painful marriage life makes ends due to Cheol-min’s cheating on her. Yeon-ji restructures the leased apartment into a space of her own, and decides to live a life in a way that she truly wants. She pursues her identity as ‘being myself’ that is differentiated. 이 논문은 최근 주목받고 있는 ‘젠더 지리학’의 방법으로 소설 속 인물들의 변화하는/변화하지 않는 ‘정체성’의 기저를 탐구하고자 한다. 『서 있는 여자』의 젠더 지리학 탐사는 연지와 경숙, 두 여성의 공간 인식과 삶의 변화과정인 ‘흔적’(trace)을 통하여 구현된다. 주인물 연지는 ‘원공간’인 친정에서 아버지와 어머니 사이에서 정체성을 형성하는데 그 결정적 매개가 된 것이 아버지 하교수의 ‘서재’ 공간이다. 소설에서 아내 경숙과 딸 연지에게 심대한 영향을 끼치는 공간은 견고한 가부장인 하교수의 ‘서재’와 ‘연구실’인데 이는 그의 ‘존재의 위상학’을 드러낸다. 하교수=서재=위상(권위)은 조화롭다. 소설 내내 그의 공간과 삶, 정체성은 안정적이다. 경숙은 그의 공간에 편입되길 원하고, 연지는 그의 공간=세계=삶을 동경하고 이상화한다. 이혼녀가 될 수 있는 위기에 직면한 경숙은 떠돌고 그녀의 공간은 이동, 부유하는 것으로 드러난다. 이른바 ‘두려움의 지리학’(geography of fear)이라 부를 수 있는 ‘이혼녀집 순례’로 기록된다. 하교수 부인/이혼녀 경숙, 명예/수치, 안정/불안정의 이분법적 구도와 가부장적 시선에 들린 경숙은 ‘닥터 박의 집’, ‘은선의 집’을 순례하면서 그녀들을 이해하기보다 ‘하교수의 부인’이자 ‘전업주부’인 자신의 변하지 않는(변할 수 없는) 정체성을 거듭 확인할 뿐이다. 이후 ‘집 밖에 없다’며 귀환한다. 연지의 공간은 복잡하고 그녀의 정체성 역시 혼돈과 생성의 과정에 있다. 연지는 ‘다락방’의 이상과 ‘서재’의 동경을 이어 결혼 후 ‘임대 아파트’에 공간을 마련하고, ‘직장’을 나간다. 주부/직업여성인 연지의 이중적 정체성은 이중고(二重苦)의 삶으로 이어진다. 남편 철민의 연지의 ‘몸(자궁)’에 대한 지배 욕망과 폭력, 젠더 레짐(gender regime)인 직장에서의 기혼 여성에 대한 경계와 요구에 직면한다. 이혼한 후, 연지는 ‘임대 아파트’를 자신의 공간으로 삼아 새롭게 배치하면서 차별화된 ‘나다움’을 지향하는 정체성을 추구하고자 한다.

통신 별명의 사회ㆍ문화론적 특성

김인택 한민족어문학회 2011 韓民族語文學 Vol.0 No.59

Online identity names, a.k.a. Internet nicknames, are those names which individual participants use in their communication in virtual space in order to signify themselves as conversation agents. Attributed to the intrinsic nature that users themselves are the name givers, the online identity names entail a wide variety of facets of self-identity. This study on the online identity names consists of the following parts:In chapter 2, first of all, the characteristics of online identity names are examined and classified as is given below, particularly, in comparison with nicknames in an ordinary sense. nicknames online identity names agents in naming (other) community member(s)user himself/ herself space for their use real space virtual space sustainability in use sustainable tentative language in use spoken language written language directionality bidirectional unidirectional expressive characteristics flexible self-displaying path for cognition auditory visual In chapter 3, based on the above classification, the formative characteristics of online identity names are investigated, particularly, knowing that the formation of the Internet nicknames is enabled by means of written characters. Subsequently, an array of Internet nicknames are divided into several different types according to the naming agents' specific ways of expressing their self identity. In the fourth chapter, the interpretation of the socio-cultural phenomena present in the Korean language community is made in accordance with certain specific tendencies shown in the naming of Internet nicknames. While one may argue that those online identity names are made and used by the netizens who only work in cyber spaces, what is noteworthy is the fact that the social and cultural phenomena unique to a language community are reflected in those names. Through the online identity names, there are, at least, two major socio-cultural phenomena that we can infer:Firstly, there is no fixed norm or formalism when it comes to the methods of gaining self identity, which reflects the care-free attitude and mindset of the netizens (i.e. free-spirited culture). Secondly, most of the Internet nicknames take the form of parodies and, also, imply negative meanings mainly. This indicates that netizens must have some kinds of complaints toward the society and that they may have a tendency of little self-validation. 통신 별명은 컴퓨터 가상공간에서 의사소통의 참여자가 대화의 주체로서 사용하는 이름이다. 사용자 자신이 명명 주체이기 때문에 통신 별명에는 자기정체성을 드러내고자 하는 다양한 모습이 담겨 있다. 우선 통신 별명의 특성과 일반 별명을 대비하면 다음과 같다. 일반 별명통신 별명사용 공간현실가상명명 주체타인자기 자신사용 지속성지속적일시적사용 언어음성언어문자언어방향쌍방적일방적표현 특성유연성자기 현시성인지 경로청각(음성)시각(문자) 위에서 보인 특성을 바탕으로 통신 별명의 구성이 문자에 의해 이루어진다는 점을 고려하여 통신 별명의 구성상 특성을 단순 구성과 복합 구성 그리고 혼합 구성으로 구분하였고 명명 주체의 자기정체성 표출 방법에 따라 내재적 정보 지향, 주변적 정보 지향, 사물 속성 정보 지향, 언어유희 지향으로 유형화하였다. 통신 별명의 명명 양상에서 보이는 사회·문화적 현상은 자기정체성 표현의 다양화, 언어유희와 풍자, 표기 도안의 다양화, 개성과 차별성 추구이다.

비즈니스 확장을 위한 럭셔리 브랜드 공간 아이덴티티 전략에 관한 연구

최다진 ( Choi¸ Dajin ),임선희 ( Lim¸ Sunhee ),김주연 ( Kim¸ Juyoun ) 한국공간디자인학회 2021 한국공간디자인학회논문집 Vol.16 No.7

(Background and Purpose) The global luxury goods market size has already become gigantic, domestic luxury market has rapidly grown due to the import liberalization of fashion goods. At this moment, as the potential possibilities of Korean luxury brand market is increasing, luxury brand market is attempting to have a brand extension, utilizing their strength such as marketing cost reduction of new development, reducing risks of new brand launching. This research aims for the suggestions: the space identity is an effective strategy for a brand extension, and giving required space identity strategy for a business extension. (Method) The method of this study is: Each characteristic is drawn through the theoretical research and the prior research of the expansion of luxury brands and study of the space identity. And it is represented as a luxury brand expansion strategy model via each derived characteristic. Since then, selecting three foreign luxury brands that have tended to expand into new category out of same range, consider luxury brand’s space identity strategy for business expansion by charting and analyzing cases. (Results) Focusing on the thing that spatial identity has a positive impact on luxury brand expansion, it is able to draw a strategy by combining the characteristics of space characteristics and the factors of brand expansion that appeared in conjunction with the expression of spatial identity. Through the strategy of expanding luxury brand business through spatial identity, the five strategies could be derived: reliable-experience, intensive-visuality, significant-symbolism, associative-connectivity, and positional-distinction. As a result of the case analysis, 1)The sequence that using the strategy of the space identity is revealed in the order of Positional-distinction > Intensive-visuality > Significant-symbolism > Associative-connectivity > Reliable-experience. 2)it seems that Significant-symbolism showed a structure that was mutually affected between strategies Intensive-visuality and Associative-connectivity due to overlapping expression factors. 3)it seems that Significant-symbolism and Associative-connectivity were highly related strategies. (Conclusions) The takeaway of this research are 1)Delivering it to customers that expanding the brand by broadening the appropriate range of space types that meet the value of the parent brand is used as a high-weight positive strategy. 2)If you apply the identity of space by constructing a strategy linked to the purpose and value of the parent brand, it has a positive impact on luxury brand business expansion. 3)The directing of same mood between the expanding brand’s stores has a positive effect on brand expansion evaluation. Although there was a lack the possibility of a limited range of existence based on partial case analysis of luxury premium brands, is hoped that additional business strategy studies will be conducted, including analysis of various brands and expansion of luxury sub-brand businesses, based on this study.

공간 아이덴티티(Space Identity)구축을 위한 사인시스템 평가 체크리스트 개발 연구

이종선 한국일러스아트학회 2013 조형미디어학 Vol.16 No.1

In the modern society, the recognition of the brand image possessed by a company greatly influences the increasing level of income based on the economic development, the changes of the social structure and the lifestyles shown by consumers. It is because the modern society can be regarded as a big organism consisting of brands. Among the related factors, space plays an intermediary role, showing the brand image the most visually. Starting from 2000s, the image-orientation of space has become more reinforced. Such a process has been strategically applied to various more complicated subjects in a simple kind of space. Considering such a background, the importance of the sign system seems to be quite important in terms of space identity as a strategic method to recognize and imprint the brand image. In other words, the sign system provides confidence for space, while offering constant unified images in order to make space itself as a brand. As a result, this paper focuses on the definition of the concept for the sign system which must be applied in terms of SI and the extraction of the components for the sign system in order to establish the checklist for evaluation and diagnosis. If such a checklist is utilized, the components of the sign system can be identified in terms of SI. Also, it will be possible to consider the direction for the improvement of the sign system to be applied in space. 현대사회에서 기업의 브랜드 이미지에 대한 인식은 경제 발전에 의한 소득의 증대, 사회구조의 변화, 소비자의 라이프스타일의 변화에 큰 영향을 미치고 있다. 이는 현대사회가 브랜드로 이루어진 하나의 큰 유기체라고도 볼 수 있기 때문이다. 그 중 공간은 브랜드의 이미지를 시각적으로 가장 잘 보여주는 매개적 역할을 한다. 2000년대에 들어서면서 공간의 이미지화는 더욱 강화되고 있으며, 단순한 공간에서 복합적이고 다양한 대상과 전략으로써 공간을 접근해 가고 있다. 이러한 배경으로 브랜드의 이미지를 인식시키고 각인시키기 위한 전략의 방법으로써 사인시스템의 중요성은 증가되고 있다. 이는 사인시스템이 공간에 대한 신뢰를 제공하고, 통일되고 일관된 이미지를 제공하여 공간 자체를 하나의 브랜드로 인식 하는데 중요한 요소가 되기 때문이다. 따라서 본 연구의 목적은 브랜드 아이덴티티의 접근 방법으로 공간 아이덴티티(Space Identity)의 개념과 구성요소를 정의하고, 공간 아이덴티티 구축을 위한 사인시스템을 평가. 진단할 수 있는 체크리스트를 개발하는 것이다. 연구방법은 이론적 고찰과 실질적인 체크리스트 적용을 통한 타당성 검증의 방법으로 진행되었고, 체크리스트의 적용 대상은 공간 아이덴티티의 구축이 가장 필요한 상업 공간 중 식음 공간으로 설문조사를 바탕으로 한 브랜드 인지도가 있는 4곳을 선정하여 실질적인 적용을 통해 개발한 체크리스트의 타당성을 검증하였다. 연구결과 체크리스트의 만족비율이 브랜드의 인지도가 높은 A그룹에서 S.I가 높게 나와 체크리스트의 활용이 긍정적임을 알 수 있었다. 본 연구에서 제안한 체크리스트를 활용한다면 공간 아이덴티티(Space Identity)관점에서 사인시스템의 구성요소를 파악하여. 앞으로 공간에서 적용될 사인시스템의 개선방향 모색이 가능할 것이며, 강력한 공간 아이덴티티(Space Identity)의 구축에 도움이 되는 가이드라인의 기초자료가 될 수 있을 것이다.

자동차 브랜드 플래그쉽 스토어의 아이덴티티 형성에 관한 연구 - 중국 상하이 지역을 중심으로 -

등서산 ( Deng Shushan ),김영진 ( Kim Young Jin ),김경숙 ( Ghim Ghyung Sook ) 한국공간디자인학회 2022 한국공간디자인학회논문집 Vol.17 No.7

(Background and Purpose) Since the 21st century, China has become the world's largest new car market. Shanghai, which the number of car purchases reached 736,782, became the largest auto sales market in China. As the number of car brands increases, so does the competition among brands. By observing these market trends, it is particularly important to strengthen the brand identity. Therefore, this study shows the correlation between the spatial components of the automobile flag stores and the brand attributes through the Chinese consumers 'cognition of the world's representative automobile brands. The purpose of this study is to understand the impact of the spatial components of the automobile flagship stores on the brand image formation, to find the spatial components to improve the brand awareness, and to build a more distinctive brand image. (Method) A questionnaire survey was conducted on the flag store space components and brand logo representative vocabulary of the top five automobile brands in China released in 2020. Chinese consumer groups aged 25-35 years was the questionnaire object and they completed the questionnaire in two times. Through the results of the two batches of questionnaires, the positive influence of the components of automobile space on the formation of brand image is confirmed. Subsequently, the correlation between brand identity and spatial components was verified through correlation analysis and regression analysis, and the specific main spatial components affecting the formation of brand identity were identified. (Results) The analysis results show that the flagship store space elements of Mercedes-Benz, Toyota, Volkswagen and BMW all show a positive tendency to the brand logo. Mercedes-Benz was the most obvious, with Porsche slightly weaker. The relevant analysis results confirm that the spatial components of the Mercedes-Benz brand are strongly correlated with the brand identity. In addition, through the regression analysis, the spatial components that have a great impact on the formation of the brand image are the facade space, signs, consultation space and service space. (Conclusions) As a connection between enterprises and consumers, the automobile flagship store is an important carrier to convey the brand identity. This study confirms that the space components that form the automobile brand identity are facade space, sign space, consulting space, and service space. It’s necessary to improve the design of these spaces, so that consumers can have a more differentiated experience, and build a more distinctive brand identity. Based on this background, it is necessary to study the identity formation of automobile brand flagship stores, hoping to inspire the brand space design of automobile flagship stores in the future.

전통적 요소를 반영한 커피전문점 매장의 공간마케팅 사례연구

정희영(Jung, HeeYoung),이현수(Lee, Hyeun-Soo) 한국실내디자인학회 2014 한국실내디자인학회 학술대회논문집 Vol.2014 No.11

For the last few years, brand coffee house shops show a rapid growth. Brand coffee house needs differentiation like using marketing strategies that not only provide the coffee commodity but also could generate customers" interests and experiences, and consequently, it becomes important to secure its brand identity. One of the ways to secure brand identity is space marketing. In case of Starbucks, brand coffee house, they are famous to show outstanding marketing and establish spatial marketing strategy well. Globally, they try space production which shows the identity of each country and they have differentiation from other brands by reflecting traditional Korean design elements. Commercial spaces reflecting traditional elements and cultural characteristics are very effective to create country"s image and transfer the identity of the country. Through the cases of Starbucks which produce the identity of Korea, this study was conducted to identify their marketing strategies with SWOT analysis and how they showed Korean Identity by expressing traditional elements in each shop at modern space and how they appealed to the customers. Additionally, this study had an objective to identify Korean Identity which is expressed in commercial spaces by classifying the elements with the aspects of tradition and Korean Identity. Strategies were established that Starbucks should provide the sensitive space which could give the experiences and values of the country, and develop space design which could differentiate against competitors, and utilize as new space of experiences to the customers by emphasizing the scarcity instead of low accessibility. And, the conclusion has been reached that image of Starbucks should be maintained but color design elements should be partially compensated in the respect that Korean traditional colors were not used. Regarding the analysis about traditional design elements, there was most space production using original form reproducing method in metropolitan area shops and in cases of Gyeongju and Mungyeongsaejae shops, traditional Korean elements were used in the design with the original form modifying, reinterpretation and abstract techniques reflecting the historicity and regionality in those areas even though there were very few abstract design elements.

다문화 공간과 타자성 사유 방식- 한국계 해외입양인 소설을 중심으로

장미영(Jang Miyeong) 한국문화융합학회 2018 문화와 융합 Vol.40 No.4

본 연구는 한국계 해외입양인(Korean overseas adult adoptee) 주인공 소설을 대상으로, 오늘날 일반적으로 사회적 소속감에 기반하고 있는 개인 정체성 개념의 문제점을 짚어내는데 그 목적이 있다. 이러한 목적은 정체성에 대한 기존의 인식들을 해체하며 정체성의 재-개념화 가능성을 탐색하려는 것이다. 이러한 본고의 작업은 아직까지 한국 사회에 강하게 버티고 있는 자민족 중심의 배타적 삶의 방식에서 벗어나 다문화 중심의 공동체적 삶에 대한 새로운 사유의 가능성을 제공하는 의미가 있다. 한국계 해외입양인(Korean overseas adult adoptee)이 주인공으로 등장하는 소설은 태생적으로 타자성, 외부성, 소수성을 사유할 수밖에 없는 다문화 공간을 배경으로 하고 있다. 다문화 공간이란 제노포비아(xenophobia)를 비롯한 각종 인종차별과 문화충돌 문제 등 다양한 현실적 갈등이 존재하는 곳이다. 이러한 다문화 공간에서의 삶이 보다 개선되고 보다 바람직한 건강성을 획득하기 위해서는 기존의 단일문화 공간에서의 삶과는 다른 새로운 대안적 모색이 필요하다. 한국계 해외입양인(Korean overseas adult adoptee)은 출생지의 문화와 입양지의 문화 간 차이뿐만 아니라 태어난 곳과 자란 곳 각각의 민족적 또는 국가적 삶의 방식이 상호 다르다는 것을 가장 먼저 외모에서부터 인정하지 않을 수 없는 존재이다. 이로써 한국계 해외입양인은 자기 문화와 타자의 문화, 자기 삶의 방식과 타자로서의 삶의 방식과 같은 이분법적 세계로부터 벗어나 어느 한쪽에 깃들 수 없는 경계인(boundarian)의 입장을 갖는다. 한 사람의 정체성은 서로 다른 배합에 따라서 정체성을 형성하는 여러 요소로 만들어진다. 정체성은 시대적 요구나 생애 주기에 따라 달라지기도 한다. 둘 이상의 복수 소속을 가진 경우는, 여러 가지 소속이 한 사람 안에서 융합되어 또 다른 새로운 정체성을 형성하게 된다. 따라서 정체성 문제를 해결하기 위해서는 한 개인의 정체성이 단순하게 한 집단에 소속되는 것만으로 정의되지 않는다는 것을 인지할 필요가 있다. 국경을 넘는 이주가 세계적으로 활발한 오늘날, 많은 이들의 정체성은 국가나 민족, 인종이나 종교만으로 단순히 규정될 수 없다. 인간의 삶은 애착을 가질만한 가치가 있는 것들 속에서 정신적인 변화를 겪고, 자신이 몸 담고 있는 공간 속에서 지속적인 영향을 받으며 새롭게 갱신되어 나가는 여정이기 때문이다. 전지구적 이주가 보편화되고 있는 현 시점에서 한국 사회는 다문화의 소통과 공존을 위한 새로운 사유 방식이 절실한 상황이다. 이에 본고는 한국계 해외입양인소설을 통해 다문화 공간에 대한 새로운 인식의 재고를 위해 적극적이고도 실천적인 시사점을 찾고자 하는 것이다. This paper is to point out problems in the concept of an individual identity that is based on the social sense of belonging generally today aimed at novels whose heroes or heroines are Korean overseas adult adoptees. Accordingly, this paper is to seek the possibility of re-conceptualization of an identity while breaking down existing perceptions about an identity. Such a job in this paper is to offer the possibility of new reasoning concerning a new communal life focused on multi-culture by overcoming the ethnocentric exclusive way of life that still exists stubbornly in Korean society. Novels in which Korean overseas adult adoptees appear as heroes or heroines have a background of a multi-cultural space that cannot help but have reasoning otherness, externality, and minority attributes inherently. A multi-cultural space is a place where various realistic conflicts involving various types of racial discrimination such as xenophobia and cultural conflicts exist. In order to have a life in such a multi-cultural space further improved and to obtain more desirable soundness, it is necessary to seek a different new alternative that is different from the life in the existing single cultural space. Korean overseas adult adoptees are beings who cannot help but admit to not only a difference between the culture of their birth places and the culture of their adopted places but also the fact that each of the ethnic or national life patterns of their birth places and growing places are mutually different beginning from their appearance. In this way, Korean overseas adult adoptees should be in a position of a boundarian who is very likely not to lean on any side while avoiding a dualistic world such as their culture or another’s culture and their lifestyles or another’s lifestyles. This is because In order for them to live a healthy life, prejudice against and bias about otherness and other cultures should be as little as possible. An identity of one person is made by various factors that create an identity in accordance with different combinations. An identity becomes also different by the demand of the times or a life cycle. In case of having more than two belongings, various belongings are converged in one person, thereby creating another identity. Therefore, so as to solve an identity issue, there is a need for perceiving that an identity of one person is not defined simply by belonging to one group. Today, in which Immigration over borders occurs very actively, the identities of many people cannot be simply defined only by country, ethnicity, or race. The life of a human experiences mental change in valuable things that are worthy to be attached affectionately. Also, it is an itinerary on which a person receives effects consistently in a space where he or she belongs, and keeps being renewed. At this point when global immigration has become common, it is imperative to have a new type of reasoning for communications and coexistence of multi-culture in Korean society. Subsequently, this paper is to discover practical implications to propose a direction of a new perception about multi-cultural space through novels about Korean overseas adult adoptees.