Z세대들의 인스타그램 기반 퍼스널 브랜딩 실행과 사회적 함의
The Instagram-based Personal Branding of Generation Z and its social implication
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초록
디지털 네이티브라고 불리는 Z세대들은 전례 없는 특성을 지니고 있다는 점에서 글로벌 사회와 경제의 핵심으로 부상하며 그들에 대한 활발한 연구가 진행되고 있다. 이 연구는 Z세대들의 인스타그램 기반 퍼스널 브랜딩 현황의 탐색적 고찰을 통해 새로운 연결과 소통의 커뮤니케이션으로써 퍼스널브랜딩이 지닌 사회적 함의를 파악하는데 궁극적인 목적을 둔다. Charmaz가 주창한 구성주의 근거이론을 기반으로 연구한 결과 퍼스널 브랜딩 시행의 원인으로는 차별화된 콘텐츠 제작과 이에 대한 사회적 평가, 새로운 정보의 공유를 통한 사회적 관계 확장 등의 요인이 도출되었으며 이들의 실행은 자기 계발을 통한 삶의 열정 회복과 커뮤니티 기반의 소속감 증진으로 연결되었다. 이를 지속하기 위한 전략과 맥락적, 중재적 조건의 중심에는 자신에 대한 솔직함을 잃지 않고 즐기는 태도가 있었으며 이는 또 다른 정체성을 발견하며 콘텐트 크리에이터로 발돋움 할 수 있다는 자긍심을 향상시키는 새로운 성장으로 귀결되었다. 이 같은 연구결과는 지속가능한 퍼스널 브랜딩은 물론 성공적인 브랜딩은 진정성 기반의 존중과 관계 구축이 조화되어야 한다는 점과 퍼스널 브랜딩이론의 체계화를 시도했다는 점에서 연구의 의의를 지닌다.
Abstract
Generation Z, called as digital natives, is emerging as the core target of global society and economy in that they have unprecedented characteristics. The ultimate purpose of this study is to understand the social implications of personal branding of Gen Z as not only a new way of communication but also a new means of connection through an exploratory examination of the Instagram-based personal branding. As a result of the study based on the constructivist grounded theory research methodology advocated by Charmaz, factors such as differentiated content creation, social feedback, and expansion of social relationship through sharing of new information were derived as the Causal Conditions of personal branding. For the Central Phenomena, the eagerness and motivation for life through self-improvement and sense of belonging were derived. At the center of the strategy along with contextual and intervening conditions, an attitude of enjoying contents creation without losing integrity, which resulted in the growth that improved their self-esteem with the belief to be an independent self by discovering another identity. The findings of this study are meaningful in two folds. First, sustainable personal branding as well as branding should have a balance between respect building and relationship building. Second, it tried to build the theory of personal branding.
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