Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Sharing Activities in an Online Fashion Community - Focusing on Erving Goffman's Impression Management Theory -

온라인 패션 커뮤니티의 나눔 활동 - 어빙 고프만의 인상관리 이론을 중심으로 -

  • Hyunjoo Hur (Dept. of Fashion and Textiles, Seoul National University) ;
  • Jaehoon Chun (Dept. of Fashion and Textiles, Seoul National University / Research Institute of Human Ecology, Seoul National University)
  • 허현주 (서울대학교 의류학과) ;
  • 전재훈 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2023.07.06
  • Accepted : 2023.08.02
  • Published : 2023.08.28
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Abstract

This study focuses on online communities and the ritual conversations of users when participating in sharing activities. The study aims to understand the social and psychological phenomena that occur between users within the context of Erving Goffman's impression management theory. Case studies and a content analysis were conducted by collecting 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 impression management strategies and dramaturgical analysis, the study interpreted users' impression management and revealed propensities in fashion consumption: fashionability, conspicuousness, value orientation, and economic feasibility. Through ritual conversations, users managed to attain emotional stability on an individual level, while they reinforced collective bonds on a social level. They fulfilled their roles with their own narratives to achieve personal and collective goals in a non-face-to-face situations and non-monetary transactions. This study is significant in that it examines normative communication in an online community and user relationships to understand a recent phenomenon in the fashion industry.

Keywords

References

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