• 제목/요약/키워드: Structuralist Analysis

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Structuralist Methodological Characteristics of Brand Identity Symbolization in Nike Advertising

  • Ji-Young, KWAK;Wan-Young, LEE;Jun-Su, KIM
    • Journal of Sport and Applied Science
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    • 제7권1호
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    • pp.11-20
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    • 2023
  • Purpose: This study sought to examine the symbolization of brand identity in Nike golf advertisements and to provide implications for sporting goods ads. Research design, data, and methodology: The study employed Socher's semiotic theory to analyze characteristics embedded in Nike video advertisements. In specific, the study selected 'No cup is safe' among Nike video ads and analyzed structures of ad message and presented metaphors of ad messages. Results: As a study on the semiotic analysis of communication by case, this study investigated how the brand identity pursued by Nike in the advertisement is symbolized by identifying the signifier and signified in the advertisement. As a result of the study, it was possible to segment and analyze a total of 8 advertisement scenes, from the most important tee shot in golf, setting the aiming, sending to the center of the fairway, and applying the general situation of ball in and hole out to the cases of Tiger Woods and McIlroy, thereby helping the general public. Conclusions: Summary of above results showed that it was also conveying the message of metaphor and metonymy that 'I can be like Tiger Woods and McIlroy' by using Nike golf products. Further implications were discussed.

인문지리학 방법론의 새로운 지평 (New horizon of geographical method)

  • 최병두
    • 대한지리학회지
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    • 제38권
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    • pp.15-36
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    • 1988
  • In this paper, I consider the development of methods in contemporary human geography in terms of a dialectical relation of action and structure, and try to draw a new horizon of method toward which geographical research and spatial theory would develop. The positivist geography which was dominent during 1960s has been faced both with serious internal reflections and strong external criticisms in the 1970s. The internal reflections that pointed out its ignorance of spatial behavior of decision-makers and its simplication of complex spatial relations have developed behavioural geography and systems-theoretical approach. Yet this kinds of alternatives have still standed on the positivist, geography, even though they have seemed to be more real and complicate than the previous one, The external criticisms that have argued against the positivist method as phenomenalism and instrumentalism suggest some alternatives: humanistic geography which emphasizes intention and action of human subject and meaning-understanding, and structuralist geography which stresses on social structure as a totality which would produce spatial phenomena, and a theoretical formulation. Human geography today can be characterized by a strain and conflict between these methods, and hence rezuires a synthetic integration between them. Philosophy and social theory in general are in the same in which theories of action and structural analysis have been complementary or conflict with each other. Human geography has fallen into a further problematic with the introduction of a method based on so-called political ecnomy. This method has been suggested not merely as analternative to the positivist geography, but also as a theoretical foundation for critical analysis of space. The political economy of space with has analyzed the capitalist space and tried to theorize its transformation may be seen either as following humanistic(or Hegelian) Marxism, such as represented in Lefebvre's work, or as following structuralist Marxism, such as developed in Castelles's or Harvey's work. The spatial theory following humanistic Marxism has argued for a dialectic relation between 'the spatial' and 'the social', and given more attention to practicing human agents than to explaining social structures. on the contray, that based on structuralist Marxism has argued for social structures producing spatial phenomena, and focused on theorising the totality of structures, Even though these two perspectives tend more recently to be convergent in a way that structuralist-Marxist. geographers relate the domain of economic and political structures with that of action in their studies of urban culture and experience under capitalism, the political ecnomy of space needs an integrated method with which one can overcome difficulties of orthhodox Marxism. Some novel works in philosophy and social theory have been developed since the end of 1970s which have oriented towards an integrated method relating a series of concepts of action and structure, and reconstructing historical materialism. They include Giddens's theory of structuration, foucault's geneological analysis of power-knowledge, and Habermas's theory of communicative action. Ther are, of course, some fundamental differences between these works. Giddens develops a theory which relates explicitly the domain of action and that of structure in terms of what he calls the 'duality of structure', and wants to bring time-space relations into the core of social theory. Foucault writes a history in which strategically intentional but nonsubjective power relations have emerged and operated by virtue of multiple forms of constrainst wihthin specific spaces, while refusing to elaborate any theory which would underlie a political rationalization. Habermas analyzes how the Western rationalization of ecnomic and political systems has colonized the lifeworld in which we communicate each other, and wants to formulate a new normative foundation for critical theory of society which highlights communicatie reason (without any consideration of spatial concepts). On the basis of the above consideration, this paper draws a new norizon of method in human geography and spatial theory, some essential ideas of which can be summarized as follows: (1) the concept of space especially in terms of its relation to sociery. Space is not an ontological entity whch is independent of society and has its own laws of constitution and transformation, but it can be produced and reproduced only by virtue of its relation to society. Yet space is not merlely a material product of society, but also a place and medium in and through which socety can be maintained or transformed.(2) the constitution of space in terms of the relation between action and structure. Spatial actors who are always knowledgeable under conditions of socio-spatial structure produce and reproduce their context of action, that is, structure; and spatial structures as results of human action enable as well as constrain it. Spatial actions can be distinguished between instrumental-strategicaction oriented to success and communicative action oriented to understanding, which (re)produce respectively two different spheres of spatial structure in different ways: the material structure of economic and political systems-space in an unknowledged and unitended way, and the symbolic structure of social and cultural life-space in an acknowledged and intended way. (3) the capitalist space in terms of its rationalization. The ideal development of space would balance the rationalizations of system space and life-space in a way that system space providers material conditions for the maintainance of the life-space, and the life-space for its further development. But the development of capitalist space in reality is paradoxical and hence crisis-ridden. The economic and poltical system-space, propelled with the steering media like money, and power, has outstriped the significance of communicative action, and colonized the life-space. That is, we no longer live in a space mediated communicative action, but one created for and by money and power. But no matter how seriously our everyday life-space has been monetalrized and bureaucratised, here lies nevertheless the practical potential which would rehabilitate the meaning of space, the meaning of our life on the Earth.

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게임 퀘스트 스토리텔링 구조분석 -프롭의 민담기능대입을 중심으로- (Structural Analysis of Game Quest-storytelling -Foucing on Applying Narrative Functions of Folk-tale by Propp-)

  • 김용재
    • 한국콘텐츠학회논문지
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    • 제11권10호
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    • pp.69-76
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    • 2011
  • 퀘스트는 게임 스토리의 최소단위로써, 퀘스트 스토리텔링을 연구하기 위해서는 퀘스트 구조 분석이 필요하다. 본 연구는 퀘스트의 구조를 파악하기 위해, 구조주의 서사이론에서 프롭의 민담기능을 도입하였다. 프롭이 등장인물의 불변요소로 제시한 31가지 민담기능을 MMORPG 퀘스트에 대입하여 분석하였다. 그 결과 퀘스트의 필수기능(13개), 부가기능(5개)를 도출하였고, 이 기능들이 어떤 순서로 전개되는지 살펴보았다. MMORPG 퀘스트는 필수기능의 순서에 따라, 그리고 부가기능을 선택사항으로 하면서 진행되고 구조가 반복되는 패턴을 보여주었다. 이들의 기능을 적절한 요소에 활용한다면 퀘스트 스토리텔링을 강화하고 다양한 이야기를 이끌어 나갈 수 있는 방안을 마련할 수 있을 것이다.

후기구조주의적 신체론에 의한 패션일러스트레이션에서의 신체표현 연구 -1990년대 이후 패션일러스트레이션을 중심으로- (A Study on the Expressional Features of Body through Fashion Illustration based upon Post-Structuralism Theory -Focused on Fashion Illustrations since the 1990's)

  • 김순자
    • 한국의류학회지
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    • 제31권7호
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    • pp.1052-1063
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    • 2007
  • This study focuses on the analysis of body images appearing in the fashion illustrations since the 1990's and thereby attempts to determine relationship between their expressional features and aesthetic values in reference to theory of post-structuralism. Especially among numerous post-structuralist, Michel Foucault, Gilles Deleuze/Felix Guattari, and Julia Kristeva set unique arguments on body, which provide valuable leads to decipher the image of body. For that reason, body images shown in the fashion illustration are categorized into grotesque body, fragmented body, humanoid body, and post-gendered body, and reviewed their characteristics and aesthetic values based on critics of above three scholars. Findings are summarized as follows: First, image of body entails meaning of an resistance of traditional social concepts and order, and second it serves the purpose of creating a new and unique sense. Finally, it is not an object of representation of physical facts, but rather a representation of the real itself, apart from presenting the original material. Given arguments enhance understanding of images of body in fashion illustration in a broader sense.

장편애니메이션에서 프로타고니스트와 안타고니스트를 중심으로 하는 내러티브의 기호학적 분석 : <마당을 나온 암탉>을 중심으로 (Semiotic analysis focusing on protagonist and antagonist in the feature animation)

  • 이영헌
    • 만화애니메이션 연구
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    • 통권33호
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    • pp.79-97
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    • 2013
  • 애니메이션은 내러티브를 바탕으로 하는 기호의 집합체라 할 수 있다. 그레마스는 의미를 객관적으로 분석 가능한 것으로 구조주의적 틀을 형성하고 이를 통하여 의미를 분석하고자 하였다. 그레마스의 기호학은 애니메이션 속에 등장하는 캐릭터들 간에 갈등구조를 분석하는데 적합하며, 기호학사각형 및 역할소 모델을 통해 숨겨진 갈등구조와 의미를 파악한다. 기호사각형은 의미구조를 파악하는데 적합하기에 이를 애니메이션에 응용하면 캐릭터 간의 구조 파악 및 캐릭터 간에 파생되는 의미를 도출해 볼 수 있다. 역할소 모델은 구조 속에서 욕망의 축을 기준으로 캐릭터 간에 권력관계를 파악할 수 있도록 도와준다. 본 논문은 그레마스의 기호학에 대하여 살펴보고 이를 기반으로 애니메이션 <마당을 나온 암탉>을 기호학적으로 분석한다. 또한 프로프의 민담 분석과 같이 <마당을 나온 암탉>의 내러티브를 분석한 후 그레마스의 기호사각형를 사용하여 프로타고니스트와 안타고니스트의 갈등을 분석한다. 프로타고니스트의 내적갈등과는 달리 안타고니스트의 내적갈등은 전체 갈등 구조에 큰 영향을 미치며 관객의 감정을 동요시킨다. 마지막으로 역할소 모델을 통해 애니메이션을 공시적 구조 틀 속에서 살펴본다.

미셸 푸코와 건축의 근대성(I): - 말과 사물, 말과 건축 - (Michel Foucault and Modern Architecture(I) - Words and Things, Words and Architecture -)

  • 배형민
    • 건축역사연구
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    • 제7권3호
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    • pp.87-105
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    • 1998
  • Surveying the literature of architecture since the nineteenth century, one can identify two dominant but problematic attitudes, among several, that pursue the task of defining what modern architecture is and should be. The first is the search for meaning and the second is the pursuit of form. This study, following Michel Foucault, asserts that the dual formation of meaning and form is a historical product of modernity and belies architecture's uncritical dependence on language since the nineteenth century. This study is a critique and historical analysis of this pernicious reliance, and constitutes a first step towards thinking of alternative relations between 'words and architecture' in the modern world. In reconstructing this problematic, the paper has called on Foucault's seminal The Order of Things. The study follows his construction of the Renaissance, the Classical and the Modern episteme, and in brief fashion, reconstructs the relation between language and architecture in each episteme. In analysing the Modern, the study focuses on Hegel's Lectures on Aesthetics. Hegel placed architecture in a genre hierarchy within which architecture, because of its material basis, was fundamentally limited in its ability to express the Spirit. For Hegel it was, among the arts, poetic language, and beyond art, the language of philosophy, through which the Absolute Spirit could be atttained. Much of post-nineteenth century architecture has remained within the shadow of Hegel, where architecture's materiality is perceived to be a burden, and in order to secure its relevance in modern society, architecture was deemed to pursue the role of language. As the most recent and sophisticated example of architecture's pursuit of form, the paper analyses the work of Peter Eisenman. Though Eisenman's theoretical writings are replete with post-Hegelian rhetoric, his architecture remains dependent upon the model of language, albeit a structuralist one. The paper concludes that ultimately, the pursuit of meaning and form is unable to face the crucial issue of value in modernity. While the former decides to easily what it is, the latter evades the issue itself. The second installment of this ongoing study will pursue a third possibility alluded to by Foucault, where language remains silent, pointing only to its 'ponderous' material existence.

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감성공간디자인의 실증적 연구 - 몸의 움직임을 중심으로 - (An Empirical Study on Emotional Space Design Focused on human body movement -)

  • 오영근
    • 한국실내디자인학회논문집
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    • 제19권6호
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    • pp.83-90
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    • 2010
  • Emotional interest in the 1970s, Japan started from the technical and engineering beyond the scope, period late structuralist entering the world has been the subject of interest, as well as in academic research is becoming the main theory. In addition, communication between various disciplines such as humanities through the study of consilience and fusion, the human life to continue as a subject, its importance has risen. So this study are to design for the study of emotion through the human heart in space and how the expression of emotions and can be validated in a study. GSD to evaluate the action (verb) and emotional words (adjective) related to two variables to measure the degree of correlation coefficient was an experiment to find out. Picasso painting, it is 'difficult to understand', 'special', 'interesting', 'not interested', 'confused', 'fun', 'anxious', 'dark', 'cool', 'hard' to have relevance, such as the distribution of emotional words, and as a result of the move was a lot of work. This result can be obtained through the arcane resistance of the cubist paintings that make a lot of body movements. In Renoir painting 'stable', 'warm', 'soft', 'easy to understand', 'bright', 'boring', 'curious', such as emotional words ranged to have a relationship with this behavior is less motion in space. This result can be obtained through the understanding of the Impressionist paintings that are less body movements. As a result, space design, emotional design in the evaluation (GSD) for the empirical analysis that evaluated the feasibility and future of the emotional space of the design could be based in the area is considered.

서사성 발현을 통한 뮤지엄 전시의 공간 내러티브에 관한 연구 - 전곡선사박물관의 사례를 중심으로 - (A Study on the Space Narrative of Museum Exhibition through the Narrativity Expression - Focused on the Jeon-gok Prehistory Museum -)

  • 박진호
    • 한국실내디자인학회논문집
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    • 제23권3호
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    • pp.222-230
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    • 2014
  • Modern museums introduce a so-called method of 'exhibitions that approach' apart from the scheme of exhibitions in a simple listing type, creating a series of stories based on the original forms of remains put on display, adopting various methods of media access, and enabling the spectators of the museums to find exhibits a little more convincing and understand them more in depth, which might look somewhat isolated from their everyday lives. The configuration of the exhibitions that approach can easily be found in the mode of narrative development of exhibition topics and scenarios, and in this sense, a study on the narrativity of exhibitions is effective for analyzing the exhibition spaces of the museums. Furthermore, an analysis on exhibition spaces may be conducted through the process of forming the messages of exhibition contents and interpreting the narrative structures of the modes of development, and allows people to think that the methods of interpreting the spaces established like this may form an organic complementary relationship with exhibition contents and have a more extended meaning. Thus, this study examines the narrativity of Jeon-gok prehistory museum and the narrative structure systems based on the structuralist narrative theory, approaches the modes of narrative development of the spaces based on semiotic judgment, and aims to understand the structures of the space narrative. In addition, It is another object of the present invention in order to verify the objectivity, throughout the course of additional case studies, to improve the efficiency of future exhibition design.

시스템 사고를 활용한 Covid-19 이후 교육격차 분석 (Analysis of Education Gap after Covid-19 Using Systems Thinking)

  • 서경도;최정일;최판암;정재림
    • 산업융합연구
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    • 제22권5호
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    • pp.39-48
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    • 2024
  • 코로나19로 인하여 개학연기부터 장기화된 온라인 원격수업으로 학습 손실과 교육격차에 대한 연구는 많이 진행되었으며, 대부분 교육격차 현상에 대한 연구가 주를 이루었다. 향후 이와 같은 팬데믹 상황이 온다면, 교육격차 해소를 위한 근본적인 정책이 필요하다. 근본적인 해결책은 교육격차 현상에 대한 이해뿐만 아니라 그 현상의 이면의 구조를 파악해야 한다. 따라서 본 연구는 구조주의 관점에서 코로나19로 인한 교육격차를 시스템사고의 원형으로 모델링하고 그 구조를 파악하고자 하였다. 그리고 기존의 교육격차 해소를 위한 정책들로 발생한 의도하지 않은 결과를 살펴보았다. 향후 유사한 재난상황에 대응하기 위해 본 연구의 구조를 기반으로 디지털 격차해소를 위한 정책, 기초학력 지원, 원격수업에 대한 품질 향상, 자기주도 학습에 대해 논의하였다.

'천만 영화'의 서사구조 유형 분석 (Analysis of the Type of Narrative Structure of the '10 Million Films')

  • 태지호;김대근
    • 한국엔터테인먼트산업학회논문지
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    • 제14권7호
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    • pp.287-298
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    • 2020
  • 본 연구는 한국에서 개봉한 영화 중, 관객 동원 1000만 명을 넘은 영화('천만영화')의 서사 구조와 그 유형을 분석함으로서 이것이 현재 한국 영화 산업계에서 시사하는 바는 무엇인지를 다루는 데 목적이 있다. 이를 위해 본 연구는 영화 산업의 상품으로서 영화와 그 서사의 관계를 파악함과 동시에, 영화의 흥행과 서사 구조의 보편성의 관계에 주목하였다. 아울러 이에 대한 접근으로서 구조주의적 분석과 원형 혹은 신화 서사적 분석의 특징에 대해 다루었다. 구체적인 분석을 위해 노드럽 프라이의 원형 서사 분석 방법을 활용하여 총 27편의 '천만영화'의 영화를 유형화 하였다. 연구결과 '희극구조가 13편, '로맨스' 구조가 7편, '비극' 구조가 4편, '아리러니 및 풍자' 구조가 3편으로 나타났다. '희극'과 '로맨스' 구조는 전체 천만영화에서 높을 비율을 나타냄과 동시에 흥행 순위에 있어서도 상위권을 점유하고 있는 것으로 확인되었다. 결론적으로, 본 연구는 한국에서 흥행한 영화들에 대한 서사적인 규칙과 관습을 확인하였으며, 이를 통해 한국 영화 산업에서 대중들의 영화 소비에 대한 대략적인 지형도를 살펴볼 수 있었다. 이는 산업적 관점에서 영화를 제작할 때 어떠한 방식으로 영화의 서사를 구성해야 하는지에 대한 하나의 실마리를 제공한다고 할 수 있다.