제국 일본의 출판시장 재편과 미디어 이벤트 ‘張赫宙’를 통해 본 1930년 전후의 개조사(改造社)의 전략
The Restructuring of Publication Market and Media event in 1930 Imperial Japan: Kaizosha’s Strategy Examined Through Jang Hyeok-Ju
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장혁주(張赫宙)는 개조사(改造社)의 현상창작공모를 통해 1932년 제국일본의 출판시장에 등장한다. 현상창작공모라는 이벤트는 개조사라는 출판자본이 보도활동, 판매활동, 광고활동을 통해 의도적으로 기획하고 연출한 이벤트다. 본론에서는 ‘張赫宙’의 등장이 일본의 출판시장 재편과 깊은 관련이 있다는 점에 주목하였다. ‘출판은 불황에 강하다’는 신화의 예로 반드시 등장하는 것이 엔본 붐이다. 그러나 張赫宙가 등단한 1932년은 엔본 붐이 끝나고 출판업계는 불황의 늪에 빠진다. 이 시기는 출판 업계가 매출 증대를 위해 새로운 문화상품을 찾고 있던 때이기도 하다. 그 과정에서 지금까지 독립적인 출판시장으로 여겨진 적이 없는 ‘제국의 식민지’가 새로운 영토로서 발견된다. 이러한 출판자본의 재편과정과 맞물리면서 식민지에서 기동하기 시작한 ‘문학에 대한 투기(현창창작공모)’ 시스템은 ‘식민지 없는 식민지’를 연출하게 된다. ‘張赫宙(チョウ･カクチュウ)’라는 기호는 ‘이중언어’가 기능하지 않는 공간의 생산물이라는 점을 인식해야 한다. 장혁주의 당선이 연출하는 것은 『개조』라는 잡지를 매개로 같은 꿈을 꾸는 동등한 ‘독자’라는 의식이고, 이것은 ‘민족’적인 위계관계를 비가시화 시킨다. 개조사의 전략을 토대로 분석을 할 경우 ‘張赫宙(チョウ･カクチュウ)’의 ‘조선’이라는 부가가치가 제국일본의 출판시장에서 빛을 발하는 것은 ‘일제-국산(和製)’을 표상하는 일본의 수출 상품이기 때문이다. 결국 현상창작을 통해 만들어진 문화상품 ‘張赫宙’는 그것이 유통하는 시장 속에서 수용자의 이익=관심에 따라 해석을 둘러싼 새로운 ‘전쟁’을 일으켰던 것이다.
Abstract
In the year 1932 an open contest rewarding the best novel was conducted in Imperial Japan. This contest was ‘Jang Hyeok-Ju’s first appearance in Imperial Japan’s publication market. The event was conceived and produced by Kaizosha which was a publication capital. For this occasion, Kaizosha was very active in sales, media broadcasting and advertisement. In this essay, I will explore ‘Cho Kaku-tyu (Jang Hyeok-Ju)’ as a cultural product, his introduction and the attention drawn to it through the media event of Kaizosha. A myth states that the "publishing business is rather powerful during a recession." When this subject is discussed, the EnPon (one-yen book) Boom is always referred to as one of the best examples of the myth. When ‘Cho Kaku-tyu (Jang Hyeok-Ju)’ first appeared in 1932, the publishing business was in bad shape after the decline following the EnPon Boom’s peak of popularity in 1928. During this decline, most publishers were in search of a new cultural product to increase their profits. As a result of their desire, the empire’s colony, never before considered a publication market, became a land where ‘publication imperialism’ would be realized. The success of ‘Cho Kaku-tyu (Jang Hyeok-Ju)’ at the Kaizosha event reveals that any prospective author, irrespective of their national identity, was free to realize his/her dream. This point makes the ‘national hierarchy’ between empire and colony invisible. Also, in this regard, ‘colony’ does not function as it is commonly defined. Consequently, one can acknowledge that the system of capitalism was developed in the publishing business. In addition, the restructuring of the publication market had been going along with the capitalist system. The principal requirement to apply for the open contest was that the applicant should be a purely new figure in the literary world. Therefore is it appropriate that ‘Cho Kaku-tyu (Jang Hyeok-Ju)’ was totally unknown before the contest. Taking advantage of this, Kaizosha could export ‘Cho Kaku-tyu’ as a Japanese product. This strategy was successful and ‘Jang Hyeok-Ju’ became popular in the Imperial Japanese market. The appearance and success of ‘Cho Kaku-tyu’ at Kaizosha caused great controversy. Among the empire and colonies, there were various interpretations, reviews and criticisms of the work. These analyses were deeply rooted in the market’s profit and customer interest.
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