Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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Effects of Gender and Education on the Perception of the Exotic Fashion Image

이국적 패션 이미지 지각에 미치는 성별과 교육 효과

  • Jeong, Yoo-Jene (Dept. of Textile and Fashion Engineering, Kumoh National Institute of Technology) ;
  • Chung, Ihn-Hee (School of Advanced Materials and Systems Engineering, Ktunoh National Institute of Technology) ;
  • Choi, Soo-Hyun (Dept. of Clothing and Textiles, Seoul National University)
  • 정유진 (금오공과대학교 섬유패션공학과) ;
  • 정인희 (금오공과대학교 신소재시스템공학부) ;
  • 최수현 (서울대학교 의류학과)
  • Published : 2009.01.31
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Abstract

Exoticism, by definition, is 'the charm of the unfamiliar', usually because of associations with a distant country. In the western-centric world, exoticism implies non-western or oriental style. The purpose of this study was to identify Koreans' perception of "Exoticism", and to compare the perception of exotic fashion image according to gender and education differences. Empirical study was composed of two parts focusing on gender and education effects respectively. For the first part, data were collected by self-administered questionnaires distributed to 280 respondents at 2 universities and 2 high schools during August and September 2005. The sample was consisted of 140 male and 140 female. A measurement, including 24 image adjectives to evaluate 16 fashion stimuli, was developed. Data were analyzed by descriptive statistics, correlations, t-test, and MDS. There was no difference in the perception of exotic fashion image according to gender. Both gender groups perceived exotic image as western image and non-exotic image as oriental image. Thus it could be said that Koreans perceive western-based fashion as foreign and exotic. This finding implies the relativity of "Exoticism." In the second part, the measurement and the analysis methods were the same with the first part. The respondents were consisted of 70 fashion majored female students and 70 non-fashion majored female students. There was considerable difference between fashion and non-fashion major groups in their perception of exotic fashion image. Whereas non-fashion major group perceived exotic image as western image and non-exotic image as oriental image, fashion major group perceived exotic image as both western and oriental image. This result suggested that fashion major group have western-centered conception as well as general perception character of Korean.

Keywords

References

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