• 복식문화연구
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• 제23권4호
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• pp.686-704
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• 2015

As mass media has come to intervene with politics in a more proactive way during modern times, the image of a politician has evolved into a more relevant factor compared with political content. This phenomenon is known as "image politics", and such externalized images as non-verbal cues have grown in importance, along with the numbers of female politicians. Thus image strategy has been instituted as a major research theme in the field of political marketing, especially for female politicians. In accordance with this theme, this study aims to approach fashion as part of image strategy of female politicians, in order to reemphasize political fashion as a valuable resource. The methodologies employed in this study are based on both the literature and positive research. Female politicians have long utilized fashion styles that are, or are assumed to be, the most appealing to their target base of support in a predominantly male-centered sector. In this sense, appropriate choices in the usage of apparel items, colors, hair styles, accessories, and others according to each situation and respective hierarchies are of the utmost importance. When attending official ceremonies and other related meetings, the strategic superiority afforded to a scientific approach based on thorough fashion research, compared with personal taste is imperative. The significance of this study lies within the recognition of the importance of fashion image, and how to utilize fashion for image strategy in practice, through the investigative synthesis and review of major preceding research.

• International Journal of Costume and Fashion
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• 제8권2호
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• pp.20-31
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• 2008

A person's external image is a non-verbal form of communication, through which the person's tastes, mode of thought, preferences, and overall personality is expressed. The dominant factor in building an external image is clothing, since clothing-images provide the most information about a person in the least amount of time. This study aims to investigate the relationship between the clothing- images of women politicians and the improvement of women's social status in Korea, by focusing on changes in clothing-image of female politicians at public functions throughout modern Korean history, and inquiring into the method of classification concerning aforementioned images. The time period of this study starts from 1945, when the first female political party was established, to the 2008 presidential elections. The methodology of this study consists of literature study of related books, theses and journals, which was jointly conducted with empirical study consisting of the research of news photographs of major daily newspapers. This study confirmed the clothing images of women politicians since liberation till 2000's reflects the directions of women's movement and their status in return. It is especially meaningful that the sudden increase of romantic and feminine images among the women politician in Korea is the reflection of the ideas of postmodern feminism which emphasize the acknowledgement of womanhood and the enjoyment of being a woman as its core.

• 한국콘텐츠학회논문지
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• 제22권6호
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• pp.145-159
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• 2022

본 연구는 정치인의 유튜브 정보서비스 질과 정치인 이미지 및 신뢰와 유권자의 사회·정치 참여의도의 구조적 관계를 실증 분석하는 것이 목적이다. 이를 살펴보기 위해 유권자 306명을 대상으로 온라인 설문조사로 표집했으며 분석한 결과는 다음과 같다. 먼저, 정치인 유튜브 정보서비스의 질 요인들은 정치인의 이미지에 긍정적 영향을 미치는 것으로 나타났고. 그중 적시성, 신뢰성은 정치인의 신뢰에 긍정적 영향을 미쳤으나 유희성은 영향을 미치지 않았다. 유튜브를 통한 정치인 이미지와 신뢰 모두 유권자의 사회·정치 참여의도에 긍정적인 영향을 미치는 것으로 나타났다. 간접효과를 살펴본 결과, 정치인 이미지는 정보서비스의 질과 사회·정치 참여의도에 간접효과를 나타냈으며, 정치인 신뢰는 적시성·신뢰성에서만 사회·정치 참여의도에 간접효과가 있는 것으로 나타났다. 본 연구는 정치인의 이미지와 신뢰가 시민들의 사회 및 정치참여에 호소하는 주요 변인이라는 사실이 유튜브에서도 적용된다는 것을 밝혀낸 의의가 있다.

• 한국콘텐츠학회논문지
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• 제22권5호
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• pp.350-366
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• 2022

본 연구는 4·7 서울시장 선거를 중심으로 유튜브 방송 콘텐츠를 통하여 인식된 정치인 이미지, 정치적 신념일치, 투표의도의 관계를 실증적으로 검증하는 것을 목적으로 하였다. 이를 위해 서울시 거주 20대 이상 유권자를 조사대상으로 설문조사를 실시하였으며, 다음과 같은 주요 결과를 도출하였다. 첫째, 정치인 이미지 요인 중 도덕성, 리더십, 행정력은 정치적 신념일치에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 정치인과의 정치적 신념일치는 유권자의 투표의도에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 정치인 이미지 요인 중 정치적 능력, 소통력은 투표의도에 직접적으로 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 정치인의 도덕성, 리더십, 행정력 모두 정치적 신념일치를 매개로 하여 유권자의 투표의도에 유의미한 영향을 미치는 것으로 나타났다. 본 연구는 정치인 이미지, 정치적 신념일치, 유권자의 투표의도의 관계를 유튜브 방송 콘텐츠에 적용함으로써 정치적 신념일치와 유권자의 투표의도에 미치는 정치인 이미지 요인을 규명하였다는 점은 본 연구의 의의로 평가된다.

• 감성과학
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• 제16권2호
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• pp.249-264
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• 2013

본 연구에서는 사람들이 공인에게 기대하는 바가 무엇인지 알아보고 이것이 공인으로 인식되는 사회 집단에 대한 실제 평가와 어떤 차이를 보이는지를 사회연결망 분석을 통해 알아보았다. 전자는 이상적 공인에 대한 인지적 표상이고 후자는 본 연구에서 밝혀진 바, 대표적인 공인으로 인식되는 정치인과 연예인에 대한 고정관념이라고 할 수 있다. 정치인과 연예인에 대한 사람들의 실제 평가는 이상적 공인의 모습과 상당한 거리가 있었다. 이상적 공인에 대해서 사람들은 도덕성과 따뜻한 인품, 능력과 성실함을 기대하고 있었지만 정치인에 대한 고정관념은 전반적으로 매우 부정적이었고 연예인에 대한 고정관념에도 이상적 공인의 표상에 나타나지 않은 부정적 특성들이 많이 포함되어 있었다. 본 연구에서는 각 집단에 대한 인지적 표상뿐만 아니라 정서적 반응에 대해서도 알아보았는데 사람들이 이상적 공인에 대해서는 긍정적 정서를, 정치인에 대해서는 부정적 정서를, 연예인에 대해서는 긍정적 정서를 중심으로 부정적 정서도 일부 함께 경험하는 것으로 나타났다. 마지막으로, 이러한 결과를 어떻게 이해할 수 있는지 논의하고, 이상적 공인 및 실제 공인의 특성에 대한 연구의 중요성과 앞으로의 연구방향을 제시하였다.

• 복식
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• 제66권7호
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• pp.154-170
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• 2016

The female leadership styles in the 21st century have been established as a major axis. Especially, the fashion of female politicians being exposed to the public during political activities has become a main element of a measure displaying visually female leadership styles in the 21st century and image making as well. Consequently, this study conducted qualitative research through the interview method to figure out regular voters' thoughts in depth about images being required for female political leaders and the fashion maximizing those images, and drew the detailed design elements. Suggesting the clothes design reflecting those elements for female political leaders by 3D virtual clothing works emerging as a new market creating profits related to fashion. The images which female political leaders have to have and were extracted through the interviews in this study, showed as feminine, strong leader, honest, and intelligent images, and also it was shown that female political leaders displaying proper images depending on the circumstances and using those images in politics rather than sticking to a fashion identity were favored by interviewees. The present study intends to contribute to being used as basic data of various research and fashion items of virtual reality and establishment of successful fashion strategy for female political leaders.

• 가족자원경영과 정책
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• 제9권3호
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• pp.45-68
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• 2005

The political activity of women is relatively low. This is mainly because of the social-cultural attitude that confines women's role to housewives, rather than the structural problems that are related to political activities itself. This study has attempted to enhance the political activities of women by examining and providing the practical informations related to the hardships that are experienced by women who are pursuing a career both as a politician as well as a housewife. The sample of this study consisted of women who are assuming chief executives positions in organizations that are related to political activity, including local representatives of the national assembly. A case study was conducted by interviewing 8 female politicians. The contents of the study mostly consists of the personal situations (related to house lives) of these women. Semi-structured questionnaires were used, and the interview was conducted several times. First, the political careers of these women tended to start passively, rather than voluntarily. Second, the negative attitudes that were initially displayed by the family members and close relatives had changed positively through out the course of time. Close relatives, parents/parents-in-law were likely to become helpers of child care and household labor. The husband was likely to be a supporter of the wife's political career, and the children started to understand the roles of their mother as they grew up. Third, the female politicians perceived that the main impediments of women pursuing political careers were the sexually discriminating culture, rather than their own ability. Fourth, the fact that these women had to spend a lot of time outside the house has worsened the role conflict and difficulties of these women who are required to assume dual-roles. Furthermore, the difficulties that are faced publicly and privately has increased the psychological burdens of these women, since politicians, in general, are people who need to maintain their public image.

• 패션비즈니스
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• 제18권1호
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• pp.132-148
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• 2014

The objective of this research is to provide data for the power dressing of female politicians when analyzing the fashion styling of Margaret Thatcher. The method is based on considering Margaret Thatcher's life and political career, together with the power dressing of politicians from domestic and foreign literature, advanced research and internet. In addition, 133 clothing photos of Margaret Thatcher's costumes are collected from the internet and several web-sites. The fashion styling being displayed from 4 May 1979 to 28 November 1990 are classified with the 1st term, 2nd term, 3rd term depending on the prime minister. We then analyze items, colors, patterns and fashion accessories. And also observe the power dressing through Thatcher's fashion styling. The results of this study are as follows: Margaret Thatcher expresses authority through blue clothes which symbolizes conservatism at conservative parties, black clothes at formal parties, two or three piece of various colors at international conferences. She also has simple and impressive styles emphasizing accessories such as ribbons or pearls necklaces and earrings, brooches, and handbags. Margaret Thatcher fulfills the styling power dressing of a strong and feminine figure by using items symbolizing authority as a powerful woman.

• 복식
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• 제61권2호
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• pp.47-59
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• 2011

This study provides a systematic investigation about objective personal image consulting, tool development and image-making research by analyzing the status of the Korean image-consulting industry and education. For the research, we carried out literature surveys of books on image consulting and previous research reports. In particular, we surveyed image consulting businesses that have internet web sites, and educational institutes. The results of the survey are as follows: First, domestic image consulting businesses in Korea are investigated about 93 private companies and 4 associations. They do the image making, color consulting, and education for individuals and business. Second, professional image consulting education is carried out not only in the 93 private companies, but also in the continuing and professional studies for adults of 10 universities. Furthermore, more then 90 universities have specific academic programs related to the image consulting such as facial management, beauty coordination, cosmetology, stylists, fashion events, broadcasting stylists, and so on. Third, a typical image consulting job is the personal shoppers who assists VIP customers in department stores. Professionals and politicians have personal fashion stylists for their image making. Today, the job has expanded to public fashion therapist. Fourth, the contents of an image consulting education have appeared in similar industries and educations. These contents include fashion styles, personal color analysis, make-up, facial expressions, gestures, perfumes, accessories, etc. This study is based on research on the current Korean image-consulting industry, and will enable follow-up details to be implemented. using the basis of this study for a strategic self-image formation system.

• 한국콘텐츠학회논문지
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• 제11권6호
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• pp.242-251
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• 2011

언론에서 소셜 미디어는 미래 지향적이면서 선구자적인 이미지로 묘사될 때가 많다. 소셜 미디어의 확산에는 이러한 언론 보도가 중요한 역할을 하고 있다. 그래서 이 논문에서는 언론의 소셜 미디어 담론에 대한 분석을 통하여 그것이 어떠한 사회적 함의를 가지는지를 살펴보고자 한다. 그 결과 언론에서 소셜 미디어는 사회의 발전과 민주적인 커뮤니케이션을 위해 필연적인 당위성을 가진 것으로 묘사되고 있다. 또한 거부할 수 없는 사회적 변화의 흐름인 것으로 묘사되고 있었다. 기업, 정부, 정치인, 일반인들까지 소셜 미디어 이용에 적극적인 자세를 보이는 것으로 보도되었다. 프라이버시 침해와 같은 소셜 미디어의 부정적인 면은 거의 보도되지 않았다. 이러한 언론의 보도태도는 새로운 미래를 향한 진보의 시간에 필요한 규율적 훈련을 사람들이 받아들이도록 하는 것을 의미한다.