DOI QR코드

DOI QR Code

Fashion Taste Expressions in the Use of Instagram

인스타그램 이용에 나타난 패션 취향 표현

  • Kim, Heeyoung (Dept. of Fashion Design, Kyungin Women's University) ;
  • Ha, Jisoo (The Research Institute of College of Human Ecology, Seoul National University)
  • 김희영 (경인여자대학교 패션디자인과) ;
  • 하지수 (서울대학교 생활과학연구소)
  • Received : 2020.05.11
  • Accepted : 2020.08.28
  • Published : 2020.08.31

Abstract

This study identified the utilization characteristics of individual fashion taste expression on Instagram, and examined the impact of the use of the media on the formation and change of fashion taste. The research method conducted 1:1 indepth interviews with 19 people in their 20s and 30s using 501 images for analysis. The results of this study are as follows. Posting, searching, and reading behavior on Instagram were identified in three dimensions (self-expression, information gathering, and relationship orientation). In the image of self-expression, clothes were displayed at the time so that they could be checked and applied in other ways. Accumulated posts inspired people to look back on past styles and use them to reflect on the present. A media environment that was constantly exposed to information in real time allowed people to try various styles by imitating other users' posts and share in a process of creatively exploring styles to help organize fashion tastes developmentally. Participants had selective relationships with people of similar tastes who experienced the pleasure of enjoying through the exchange of tastes in fashion. These taste mates directly influenced the formation or change of tastes, serving as a criteria for styles or presenting new styles. In this study, fashion taste was formed by individual efforts of pursuit (not a collective social class choice) and was a continuous process of constantly changing that also exploring discriminatory styles.

References

  1. Anh, J. H., & Kim, S. I. (2016). Comparison the difference of user experience for mobile Facebook and Instagram using non- parametric statistics methods - Focused on emotional interface model -. Journal of Digital Convergence, 14(11), 481-488. doi: 10.14400/JDC.2016.14.11.481
  2. Bailey, L. R., & Seock, Y. K. (2010). The relationships of fashion leadership, fashion magazine content and loyalty tendency. Journal of Fashion Marketing and Management, 14(1), 39-57. doi:10.1108/13612021011025429
  3. Banks, M. (2001). Visual methods in social research. London, UK: Sage.
  4. Baudrillard, J. (1983). SIMULACRES et SIMULATION (T. H. Ha, Trans.). Seoul: Minumsa. (Original work published 1981)
  5. Bourdieu, P. (1984). Distinction: A social critique of the judgement of taste. Cambridge, MA: Harvard University Press.
  6. Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-mediated Communication, 13(1), 210-230. doi:10.1111/j.1083-6101.2007.00393.x
  7. Bryson, B. (1996). Anything but heavy metal-Symbolic exclusion and musical dislikes. American Sociological Review, 61(5), 884-899. doi:10.2307/2096459
  8. Chan, T. W., & Goldthorpe, J. H. (2007). Class and status: The conceptual distinction and its empirical relevance. American Sociological Review, 72, 512-532. doi:10.1177%2F000312240707200402
  9. Choi, Y. J. (2015, December 30). '금수저' 남자가 '취향저격'... '지 여인'은 '전화기'가 부럽다 [The 'golden spoon' guy 'shots my taste'.... The 'JIYOUIN' envies the 'JUNWHAGI']. CHOSUNILBO. Retrieved August 1, 2018, from http://news.chosun.com/site/data/ html_dir/2015/12/30/2015123000311.html
  10. Choi, S. A., & Hong, M. H. (2015). Research for the satisfaction of social network service - Functional elements of Instagram and Facebook -. Cartoon and Animation Studies, 40, 423-442. doi:10.7230/KOSCAS.2015.40.423
  11. Choi, S. B., & Jin, K. N. (2006). Image management and luxury goods in Korean society - A cultural sociological perspective. Fashion & Textile Research Journal, 8(6), 672-678.
  12. Choi, S. B., & Jin, K. N. (2007). Strategic use of fashion: A view from sociology of culture. Journal of the Korean Society of Clothing and Textiles, 31(9/10), 1342-1351.
  13. Chung, J. H., Yoo, Y. J., Kim, W. Y., & Kang, Y. A. (2019). From communication to consumption - A qualitative research on change of Facebook users' usage behavior. Proceedings of Human Computer Interaction Korea, Korea, pp. 993-998.
  14. Creswell, J. W. (1998). Qualitative inquiry and research design - Choosing among five traditions. Thousand Oaks, Calif: Sage.
  15. DMC report. (2018, June 25). 2018 소셜 미디어 이용 행태 및 광 고 접촉 태도 분석 보고서 [2018 Social media usage behavior and advertising contact attitude analysis report]. Retrieved August 5, 2018, from https://www.dmcreport.co.kr/content/ReportView.php?type=Consumer&id=13437&gid=8
  16. Goo, J. K., Lee, D. H., & Im, S. H. (2012). The effects of psychological characteristics on sending and receiving contents on SNS. Journal of Product Research, 30(5), 1-14. doi:10.36345/kacst.2012.30.5.001
  17. Good, K. D. (2013). From scrapbook to Facebook: A history of personal media assemblage and archives. New Media & Society, 15(4), 557-573. doi:10.1177%2F1461444812458432
  18. Gronow, J. (1997). The sociology of taste. London; New York: Routledge.
  19. Gu, S. A., & Jang, W. H. (2020). A study on the increasing number of ‘taste communities’ based on loosely coupled social networks. Humanities Contents, 57, 65-89. doi:10.18658/humancon.2020.06.65
  20. Hamel, J. (1997). Sociology, common sense, and qualitative methodology: The position of Pierre Bourdieu and Alain Touraine. The Canadian Journal of Sociology, 22(1), 95-112. doi:10.2307/ 3341565
  21. Holt, D. B. (1997). Poststructuralist lifestyle analysis: Conceptualizing the social patterning of consumption in postmodernity. Journal of Consumer Research, 23(4), 326-350. doi:10.1086/209487
  22. Holt, D. B. (1998). Does cultural capital structure American consumption?. Journal of Consumer Research, 25(1), 1-25. doi:10.1086/209523
  23. Joe, I. D. (2011). The making of a "Participatory concert" by an internet music community. Korean Cultural Anthropology, 44(2), 273-312.
  24. Joe, I. D. (2013). Writing on an cyber community of taste as a "Musicking". Korean Journal of Popular Music, 11, 70-108.
  25. Kim, H. K. (2004). A study of lockean foundation of hutcheson’s theory of taste - Beauty as an idea. The Korean Journal of Aesthetics, 37, 53-82.
  26. Kim, Y. J. (2014). "This is my life." the practice of Kakaotalk profile picture as a means to express and display the self. Unpublished master's thesis, Seoul National University, Seoul.
  27. Lamont, M. (1992). Money, morals, and manners: The culture of the French and American upper-middle class. Chicago: University of Chicago Press.
  28. Lee, C. R. (2017). 보드리야르의 소비사회 이론 관점에서 분석 한 '인스타그램(Instagram)'['Instagram' analysis in the perspective of Baudrillard's consumer society theory]. Alpha Tau Epsilon, 7, 21-32.
  29. Lee, M. H., Lee, Y. R., & Ahn, M. Y. (2014). Luxury brand consumption valuesand signal preference based on cultural and economic capital. Journal of the Korean Society of Costume, 64(4), 91-105. doi:10.7233/jksc.2014.64.4.091 https://doi.org/10.7233/jksc.2014.64.4.091
  30. Lee, S. Y. (2015). A study of college students' intention to avoid Facebook usage - Focusing on theory of reasoned action, upward social comparison, passive following. Journal of Cybercommunication Academic Society, 32(4), 5-42.
  31. Lee, S. K., & Hong, S. K. (2014). A visual methods approach to the formation of class and practices of everyday life - A case study on youths of 'Gangbuk' -. Korean Journal of Communication & Information, 68, 87-129.
  32. Lie, J. W., & Kim, H. W. (2017). Making a ‘Digital ritual’: An ethnographic analysis of the Facebook community for the Sewol Ferry incident. Journal of Speech, Media and Communication Research, 16(1), 249-284. doi:10.22902/jsmcr.2017.16.1.008
  33. McQuarrie, E. F., Miller, J., & Phillips, B. J. (2012). The megaphone effect: Taste and audience in fashion blogging. Journal of Consumer Research, 40(1), 136-158. doi:10.1086/669042
  34. Meyer, H. (2000). Taste formation in pluralistic societies - The role of rhetorics and institutions. International Sociology, 15(1), 33-56. doi:10.1177/0268580900015001003
  35. Na, N. R. (2017). A study on the exploratory search behavior of Instagram users: Focused on search purpose and search pattern. Unpublished master's thesis, Seoul National University, Seoul.
  36. National Information Society Agency. (2012). 빅데이터 시대! SNS 의 진화와 공공정책 [Big data age! The evolution of SNS and public policy]. IT & Future Strategy, p. 13.
  37. Oh, B. N. (2003). 미학강의 [Lectures on Aesthetics]. Seoul: Seoul National University Press.
  38. Ollivier, M. (2008). Modes of openness to cultural diversity: humanist, populist, practical, and indifferent. Poetics, 36(2-3), 120-147. doi: 10.1016/j.poetic.2008.02.005
  39. Park, J. H. (2017). Aspiration for simplicity: A case study on magazine Kinfolk and Kinfolk culture. The Korean Journal of Cultural Sociology, 24, 121-181.
  40. Peterson, R. A., & Simkus, A. (1992). How musical tastes mark occupational status groups. In M. Lamont & M. Fournier (Eds.), Cultivating Differences (pp. 152-186). Chicago: The University of Chicago Press.
  41. Polhemus, T. (1996). Style surfing: What to wear in the 3rd millennium. London: Thames and Hudson.
  42. Richter, A., & Koch, M. (2008). Functions of social networking services. The 8th International Conference on the Design of Cooperative Systems 2008, 87-98.
  43. Rocamora, A. (2016). Mediatization and digital media in the field of fashion. Fashion Theory, 21(5), 505-522. doi:10.1080/1362704X. 2016.1173349
  44. Savage, M., Bagnall, G., & Longhurst, B. (2005). Globalisation and belonging. London: Sage.
  45. Sheldon, P., & Bryant, K. (2016). Instagram: Motives for its use and relationship to narcissism and contextual age. Computers in Human Behavior, 58, 89-97. doi:10.1016/j.chb.2015.12.059
  46. Shin, H. H., & Kim, K. R. (2017). The differences in motivation and usage according to morphological evolution of SNS - Focusing on university students’ use of Facebook and Instagram -. Journal of Digital Convergence, 15(6), 155-164. doi:10.14400/JDC.2017.15.6.155
  47. Shin, H. Y. (2012). The fashion tastes of the upper-middle class women in Korea. Unpublished doctoral dissertation, Seoul National University, Seoul.
  48. Shin, K. R., Cho, M. O., & Yang, J. H. (2004). 질적 연구 방법론 [Qualitative research methodology]. Seoul: Ewha Womans University Press.
  49. Steele, V. (1997). Anti-fashion: The 1970s. Fashion Theory, 1(3), 279- 295. doi:10.2752/136270497779640134
  50. Taste. (2018). National Institute of the Korean Language's Standard Language Grand Dictionary. Retrieved August 6, 2018, from https://stdict.korean.go.kr/search/searchView.do
  51. Teichert, D. (2003). 판단력 비판 [Immanuel Kant : Kritik der Urteilskraft] (S. S. Cho, Trans.). Seoul: Ehaksa. (Original work published 1992)
  52. Thompson, C. J., & Haytko, D. L. (1997). Speaking of fashion: Consumers’ uses of fashion discourses and the appropriation of countervailing cultural meanings. Journal of Consumer Research, 24(1), 15-42. doi:10.1086/209491
  53. Townsend, D. (2001). Hume's aesthetic theory: Taste and sentiment. London: Routledge.
  54. Warde, A. (1997). Consumption, food and taste: Culinary antinomies and commodity culture. London: Sage.
  55. Warde, A. (2008). Dimensions of a social theory of taste. Journal of Cultural Economy, 1(3), 321-336. doi:10.1080/17530350802477069
  56. Yim, E. H. (2003). Subcultural style in the turn of the 21st century high fashion -The case of punk look -. Journal of Korean Society of Costume, 53(2), 71-85.