온라인 패션 커뮤니티의 나눔 활동 - 어빙 고프만의 인상관리 이론을 중심으로 - (Sharing Activities in an Online Fashion Community - Focusing on Erving Goffman's Impression Management Theory -)

서지정보

· 발행기관 : 한국의류산업학회
· 수록지 정보 : 한국의류산업학회지 / 25권 / 4호 / 449 ~ 459페이지
· 저자명 : 허현주, 전재훈

초록

This study focuses on online communities and the ritual conversations of users when participating in sharingactivities. The study aims to understand the social and psychological phenomena that occur between users within the con-text of Erving Goffman’s impression management theory. Case studies and a content analysis were conducted by col-lecting posts and comments related to fashion products in the sharing activities category on Naver Cafe “Family Sale.”On the one hand, the study identified various disposition motives among givers, including a desire for recognition, self-expression, activation of the community, emotional sympathy, goodwill, play, and simple disposition. On the other hand,receivers’ purchase motives included the need for a product, reciprocation based on a sense of belonging, play, gift-giving,and simple response. Analyzing the posts of givers and the comments of receivers of fashion products using impressionmanagement strategies and dramaturgical analysis, the study interpreted users’ impression management and revealedpropensities in fashion consumption: fashionability, conspicuousness, value orientation, and economic feasibility. Throughritual conversations, users managed to attain emotional stability on an individual level, while they reinforced collectivebonds on a social level. They fulfilled their roles with their own narratives to achieve personal and collective goals in anon-face-to-face situations and non-monetary transactions. This study is significant in that it examines normative com-munication in an online community and user relationships to understand a recent phenomenon in the fashion industry.

영어초록

This study focuses on online communities and the ritual conversations of users when participating in sharingactivities. The study aims to understand the social and psychological phenomena that occur between users within the con-text of Erving Goffman’s impression management theory. Case studies and a content analysis were conducted by col-lecting posts and comments related to fashion products in the sharing activities category on Naver Cafe “Family Sale.”On the one hand, the study identified various disposition motives among givers, including a desire for recognition, self-expression, activation of the community, emotional sympathy, goodwill, play, and simple disposition. On the other hand,receivers’ purchase motives included the need for a product, reciprocation based on a sense of belonging, play, gift-giving,and simple response. Analyzing the posts of givers and the comments of receivers of fashion products using impressionmanagement strategies and dramaturgical analysis, the study interpreted users’ impression management and revealedpropensities in fashion consumption: fashionability, conspicuousness, value orientation, and economic feasibility. Throughritual conversations, users managed to attain emotional stability on an individual level, while they reinforced collectivebonds on a social level. They fulfilled their roles with their own narratives to achieve personal and collective goals in anon-face-to-face situations and non-monetary transactions. This study is significant in that it examines normative com-munication in an online community and user relationships to understand a recent phenomenon in the fashion industry.

참고자료

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