러시아의 국가 이미지에 관한 연구 II - 기호구성체로서의 국가 이미지 (A Study on Russia’s National Image II ‐ National image, a semiotical construction)

서지정보

· 발행기관 : 한국기호학회
· 수록지 정보 : 기호학 연구 / 32권 / 147 ~ 174페이지
· 저자명 : 방교영

초록

This study is the second report among the three-phased research on Russia’s national image, the image on the nation, its people and the government held in Korean minds in their twenties and thirties. To study images on Russia, the theoretical grounds to qualitatively define ethnic culture were proposed for the purpose of identifying the categories of responses that enable respondents to differentiate a nation’s exclusive image: 5 categories based on brand theories (people, government, culture, travel and products).
These categories would be investigated and interpreted with another 5 criteria based on Hofstede (friendship, submissiveness, masculinity, toughness and collectivism).
In general, Russian people and government have negative national image.
It is believed to have a history riddled with Cold war and communism,oppressive and heartless cold image. The history of oppressiveness and coldness is overlapped with the outdated image of the traditional Russian society to make Russia be deeply engraved in the minds of Korean as a society that is cynical and cold, and has the legacy of socialism. In the eyes of Korean, the people of Russia are not submissive, but have a masculine and even collective image. The high rate of aggressiveness, adventurousness and toughness did not create the image of a strong and reliable man and culture, but the one that is similar to men’s ruggedness. But, Russian culture has highly sophisticated aspect and its products have natural image. The cultural and sightseeing history of Russia is not overlapped with the outdated image of the traditional Russian society.
A nation’s image is not defined by its people and government, but by the others’ imagination. In other words, it is the image reflected in the eyes of the others. By studying Russia as a model, this paper explores how a country develops ‘identity as its image’ to make itself known in a specific market. Russia’s national image, and the image of its people, culture, travel sites, products and the government have almost failed to communicate and promote the history, tradition, ideology, friendship, family and social values,democracy and equality that Russians have desired to guard and protect. They need to be better communicated for due recognition outside the nation.

영어초록

This study is the second report among the three-phased research on Russia’s national image, the image on the nation, its people and the government held in Korean minds in their twenties and thirties. To study images on Russia, the theoretical grounds to qualitatively define ethnic culture were proposed for the purpose of identifying the categories of responses that enable respondents to differentiate a nation’s exclusive image: 5 categories based on brand theories (people, government, culture, travel and products).
These categories would be investigated and interpreted with another 5 criteria based on Hofstede (friendship, submissiveness, masculinity, toughness and collectivism).
In general, Russian people and government have negative national image.
It is believed to have a history riddled with Cold war and communism,oppressive and heartless cold image. The history of oppressiveness and coldness is overlapped with the outdated image of the traditional Russian society to make Russia be deeply engraved in the minds of Korean as a society that is cynical and cold, and has the legacy of socialism. In the eyes of Korean, the people of Russia are not submissive, but have a masculine and even collective image. The high rate of aggressiveness, adventurousness and toughness did not create the image of a strong and reliable man and culture, but the one that is similar to men’s ruggedness. But, Russian culture has highly sophisticated aspect and its products have natural image. The cultural and sightseeing history of Russia is not overlapped with the outdated image of the traditional Russian society.
A nation’s image is not defined by its people and government, but by the others’ imagination. In other words, it is the image reflected in the eyes of the others. By studying Russia as a model, this paper explores how a country develops ‘identity as its image’ to make itself known in a specific market. Russia’s national image, and the image of its people, culture, travel sites, products and the government have almost failed to communicate and promote the history, tradition, ideology, friendship, family and social values,democracy and equality that Russians have desired to guard and protect. They need to be better communicated for due recognition outside the nation.

참고자료

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