• Proceedings of the Korea Contents Association Conference
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• 2009.05a
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• pp.993-997
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• 2009

Designs in the modernism era were produced for the purpose of standardization of items and devices centered on efficiency and functions, and the will of design consumers in the industrial era, when consumption exceeded production, was limited to the objects of consumption. But, after the post-modernism era, design consumers have started to entail acts of exclusive possession such as participation in the design idolization, partipation, tuning, control and parody as design consumers in the digital environment do not passively accept what is given to them anymore, and aggressively intervene in the process of design production and management. It is expected that designs will change from the system in which only professionals can produce and manage its production to that of cooperating with consumers to produce designs, and various forms of consumers' exclusive possession will change all sort of design environments including production methods surrounding design products and distribution. Therefore, this study seeks to induce efficient design production by understanding changes of consumers' cultural environment resisting standardization and structuralization with smoothy perception between producers and consumers through classification of consumers' appropriation into de-construction, re-signification and self-identification.