일제강점기 풍속통제와 음주문화의 재편 : 음주를 둘러싼 사회적 통념에 대한 고찰

Abstract

This paper focuses on the act of drinking itself, for the purpose of examining various aspects of drinking problems during the Japanese colonial period in which modernism and colonialism coexisted. From this critical perspective, it approaches the new phase of drinking culture which reflected the norms of the colonial modern society, in two ways. First, in the context of moral control over the customs and manner of the society, the paper analyzes the nature of regulation on the act of drinking by law. Moral control is linked to extensive judicial measures for everyday life of the people. In this context, it appears that the Punishment Rules for Police Criminals was the law that best represented the ‘extensive judicial measure for everyday life of the people’. What was found here is the matter of ‘intoxication’ that indicated a state of excessive drunkenness, which in turn means that the Rules regulated the act of drinking in the ‘public place of punishment’. In the meantime, the introduction of under-age drinking regulation signifies he legislative system that now distinguished what was prohibited and what was permitted in the modern society. Apart from the matter of severity of legal penalties, that ‘intoxication’ itself became a subject to punishment by law and ‘under-age drinking’ was considered a problem itself gives a hint about the overall modern management system on the issue of drinking, as an aspect of the colonial lifestyle founded on the modernity. Secondly, this paper attempts to grasp the ordinariness of the act of drinking by paying attention to the alcohol beverage advertisement of the time. With the increasing introduction of foreign alcohol beverage to the country since the late 19th Century, the promotional advertisement not only recognized the changes in the consumption pattern of the people, but also differentiated the consumer groups which could afford the products. Meanwhile, the ordinariness of drinking mirrored in the advertisement of the period is likely to be interpreted as ‘a glass after work’, a facet of everyday life. Not just the emergence of advertisement of alcohol beverage, but the type of beverages and the pattern of drinking reflected the time and space of the modernity, as well as the new western lifestyle in the period, just as it was. Moreover, the scene in which ‘a glass after work’ as the ordinariness of the act of drinking became to be perceived as a social norm naturally, while every aspect of daily life was restricted based on the standardized working hours, unlike in the traditional society, shows an example of drinking culture being reorganized in our modern society.