Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The global response to K-POP idol group's New Hanbok: The case of Black Pink Fashion

K-POP 아이돌 그룹 신한복 스타일에 대한 글로벌 반응: 블랙핑크 패션 사례

  • Choi, Yeong-Hyeon (Dept. of Clothing and Textiles, Hanyang University) ;
  • Chen, Tianyi (Dept. of Clothing and Textiles, Hanyang University) ;
  • Lee, Kyu-Hye (Human-Tech Convergence Program, Dept. of Clothing and Textiles, Hanyang University)
  • 최영현 (한양대학교 의류학과) ;
  • 천탠이 (한양대학교 의류학과) ;
  • 이규혜 (한양대학교 의류학과 휴먼테크융합전공)
  • Received : 2020.09.30
  • Accepted : 2020.12.20
  • Published : 2020.12.28
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Abstract

This study aims for investigating the consumers' reaction to the New Hanbok Style of K-pop idol groups. We collected YouTube videos and user comments that include 'Black Pink New Hanbok' as a keyword, applying social network analysis and sentiment analysis. First, the New Hanbok of Black Pink was designed as a mini-dress to make it easier to dance and turned out that it reinterpreted traditional elements modernly. Second, the issue about revealing costumes appeared as a keyword in domestic reactions, it did not appear in international reaction. Third, as a result of sentiment analysis, international audience viewed New Hanbok outfit more positively than domestic audience. This study is significant in that it suggests the direction to which New Hanbok should head to by investigating extensive consumers' reaction and finding out the positive and negative elements of New Hanbok.

본 연구는 K-POP 가수의 신한복 스타일에 대한 국내·외 소비자들의 반응을 알아보는 것을 목적으로 한다. '블랙핑크 한복'을 키워드로 포함하는 유튜브 영상과 사용자 댓글을 수집했으며, 소셜 네트워크 분석과 감성분석을 적용했다. 첫째, 블랙핑크의 신한복 스타일은 안무하기 편하도록 미니드레스 형태로 제작되었으며, 전통적 요소를 더해 현대적으로 재해석한 것으로 나타났다. 둘째, 블랙핑크의 신한복 패션에 대해 국내 반응에서는 노출에 대한 이슈가 논란이 된 키워드로 등장한 반면, 해외 반응에서는 나타나지 않았다. 셋째, 감성분석 결과 국내보다 해외 반응에서 신한복 스타일에 대해 더 긍정적인 평가를 보였다. 본 연구는 광범위한 소비자들의 반응을 알아보고 신한복에 대한 긍부정 요소를 파악하여, 신한복이 나아가야 할 방향을 제시했다는데 의의가 있다.

Keywords

References

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