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한국사회 공유경제의 의미와 변화: 차량공유경제 논쟁에 대한 문화사회학적 접근

Meaning of Sharing Economy and Its Change in Korea: A Cultural Sociological Approach toward the Controversy about Car-sharing Economy

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초록

본 연구는 한국사회의 차량공유경제 담론의 지형과 역동적 변화를 탐색한다. 공유경제의 유토피아적 서사와 디스토피아적 담론을 포함한 공유경제 담론의 총체적인 지형도를 도출하여 차량공유경제 담론의 공존과 경쟁을 분석하고 담론에 내재된 가치와 담론 전략을 살펴본다. 이를 위해 미디어 기사를 활용하여 빅데이터 분석기법을 적용한 비판적 담론분석을 실시한다. 분석 결과는 다음과 같다. 첫째, 한국사회의 차량공유경제 담론의 지형이 폭넓게 형성되어 있다. 사업 기회를 강조하는 유토피아적 담론과 불법 또는 신자유주의의 디스토피아적 담론이 공존한다. 둘째, 우버와 카풀서비스 및 타다를 둘러싼 논쟁을 거치면서 차량공유경제 담론의 경쟁과 변화가 촉진되고 있다. 유토피아적 담론이 여전히 지배적이나 최근 들어 신자유주의적 담론이 강화되는 추세다. 마지막으로 차량공유경제 담론이 혁신과 효율의 가치뿐 아니라 연대와 협력의 가치에도 의존하고 있다.

Abstract

This study explores the terrain and dynamic changes in the discourse of car-sharing economy in Korean society. It analyzes the coexistence and competition of car-sharing economy discourse and examines the values and discursive strategies embedded in the discourse by drawing a holistic terrain of sharing economy discourse, including utopian narratives and dystopian discourses of the sharing economy. To this end, a critical discourse analysis is conducted using media articles and applying big data analysis techniques. The results of the analysis are as follows. First, there is a wide range of discursive terrain in Korean society. Utopian discourses emphasizing business opportunities and dystopian discourses of illegality or neoliberalism coexist. Second, the controversies surrounding Uber, carpooling services, and Tada have fostered competition and change in the discourse of the car-sharing economy. The utopian discourse is still dominant, but the neoliberal discourse has been strengthened in recent years. Lastly, the discourse of the car-sharing economy relies not only on the values of innovation and efficiency, but also on the values of solidarity and cooperation.

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