수행(Performativity)으로서의 세계화 = 한국 광고산업의 문화산업 실천

국문 초록 (Abstract)

이 글은 세계화를 수행론(performativity theory)적 시각에서 접근하려는 하나의 시도다. 그동안 세계화의 지배담론은 정치적 입장이나 이론적 입장에 무관하게 세계화를 거시적 구조주의적 시각에서 다루어왔다. 이를 통해 세계화는 필연적·외재적·자연발생적 과정으로 형상화되었고, 이러한 세계화의 이미저리는 지금까지 이론적으로나 실천적으로 심대한 영향력을 행사하고 있다. 이 글은 세계화에 대한 이러한 상상에 반대하여 그것을 시간과 장소에 위치지워지고 행위자들의 공동구성으로 만들어지는 다양하고 지역적인 생산물임을 주장한다. 이를 위해 이 글은 글로벌 상상(global imaginaries) 과 위치지움(situatedness)의 개념을 채택하고, 행위자 연결망 이론(actor-network theory)의 아장스망(agencement)과 공동수행(co-performation) 개념을 활용하여 한국 광고산업의 문화산업 실천을 분석함으로써 미시적 세계화 이론의 한 가능성을 모색한다. 구체적으로 이 글은 제일기획, 금강기획, 웰콤의 세 광고회사가 세계화의 프록시로서 페어제라는 제작인력 관리 기술을 도입하고 수행/비수행하는 다양한 양상을 논의한다. 여기서 다루는 내용은 각각의 광고회사가 상이하게 위치지워진 글로벌 상상에 입각하여 페어제를 ‘선진’ 기술로 생산하고 실천하지만 상이한 아장스망과 그의 산물인 상이한 행위능력(agency)은 공동수행 속에서의 상이한 매개를 통해 페어제를 서로 다른 것으로 생산한다는 것이다. 이러한 논의를 통해 이 글은 글로벌과 로컬의 이분법적 대립을 극복하고 ‘글로벌’이 결국 로컬의 생산물임을 밝히려 한다.

다국어 초록 (Multilingual Abstract)

This paper is an attempt to address globalization from a perspective of performativity theory. Regardless of political and theoretical position, the mainstream discourses of globalization thus far have approached it from a macro structuralist perspective. It produces globalization as necessary, exogenous, and natural processes which have made a huge impact on the ways in which globalization is theorized and practised. In opposition to this approach, this paper addresses it as multiple localized products of situated co-constitution. For this purpose, it employs concepts of agencement and co-performation from actor-network theory, and global imaginaries and situatedness. With these conceptual tools, this paper analyzes micro processes in which the South Korean advertising industry performs globalization via its practices of the culture industry. Specifically, it focuses on various ways in which three Seoul-based ad agencies perform/non-perform the pair system, the technique of creative workforce organization, as a proxy of globalization. By doing so, this paper attempts to show the ways in which the pair system is produced as an ‘advanced’ practice; mediated in situated co-performation; and actualized in different fashions. Findings suggest that the pair system is framed and produced differently in different ad firms; and their differences are an outcome of different arrangement of actors or agencements that are locally constructed. On the basis of these findings, this paper argues that globalization is local practices constituted of collective enactments of situated global imaginaries rather than processes or an entity that are imposed from without.

목차 (Table of Contents)

• 1. 서론
• 2. 이론적 검토
• 3. 크리에이티브 경영과 광고의 문화산업 실천
• 4. 페어제의 수행과 비수행: ‘글로벌’의 상이한 생산
• 5. 결론
• 참고문헌
• Abstract

참고문헌 (Reference)

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