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소비자 일상에서의 정치적 소비 경험의 의미 연구: 바이콧, 보이콧, 담론적 행동, 생활양식 정치를 중심으로

Study on Meaning of Political Consumption Experience in Consumer Daily Life: Focused on Buycott, Boycott, Discursive Political Consumption, and Lifestyle Politics

박미혜
한국소비문화학회|2021.06|소비문화연구 (Journal of Consumption Culture)|제24권 제2호|pp. 21-55|DOI 10.17053/jcc.2021.24.2.002

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참고문헌

키워드

boycott현상학적 질적연구phenomenological qualitative researchbuycott보이콧정치적 소비경험바이콧담론적 행동생활양식 정치political consumption experiencediscursive political consumptionlifestyle politics

초록

본 연구는 정치적 소비 경험을 탐색하기 위한 현상학적 질적 연구로서 소비자의 심층면담을 통해 자료를 수집하였다. 참여자의 정치적 소비 경험의 탐색은 바이콧, 보이콧, 담론적 행동, 생활양식 정치의 실천을 포함하였다. 본 연구에서 밝힌 포괄적인 정치적 소비경험의 본질은 ‘소비생활에서 비판적 인식을 바탕으로 가치와 신념을 표현하는 소신과 긍정적 영향력을 추구하는 책임감’이라고 볼 수 있다. 정치적 소비의 각 영역들은 상호관련되어 영향을 주고 있었다. 정치적 소비의 각 유형에 대한 결과를 살펴보면 다음과 같다. 첫째, 바이콧 경험을 구성하는 주제묶음은 ‘자기이익과 공적가치의 통합’, ‘기업에게 주는 당근’, ‘구조와 진정성에 대한 물음표’의 3개가 도출되었다. 바이콧 경험의 본질은 ‘가치를 지향하고 보상하는 화폐투표’라고 볼 수 있었다. 둘째, 보이콧 경험을 구성하는 주제묶음은 ‘조류에 동참함’, ‘소신에 따름’, ‘소비자의 채찍’의 3개로 추출되었다. 보이콧 경험의 본질은 ‘이슈와 신념에 따른 배제적 소비선택’으로 파악하였다. 셋째, 담론적 행동 경험의 주제묶음은 ‘참여로 힘 실어주기’, ‘내가 주도하는 의견교환’의 2개가 발견되었다. 담론적 행동의 본질을 ‘정부와 기업 그리고 소비자에게 영향을 주는 목소리’로 보았다. 넷째, 생활양식 정치 경험을 구성하는 주제묶음은 ‘소비에서 삶으로’, ‘함께 만들어가기’의 2개가 추출되었다. 이러한 경험의 본질은 ‘좋은 삶을 위한 일상의 실천과 연대’로 규정하였다. 정치적 소비 경험에는 공통적으로 영향력 행사의 의미와 현재의 생산구조에 대한 불신이나 소비문화의 인식이 자리잡고 있어 생산과정 등의 소비를 둘러싼 거시환경적 요인에 대한 지식이나 정보를 바탕으로 한 비판적 시각과 소비자 주권의 실현이 정치적 소비의 중요한 요인이라고 볼 수 있다. 본 연구에서 의미있게 나타나는 결과를 통해 정치적 소비의 이해당사자 및 후속연구를 위한 제언을 하였다.

Abstract

This is a phenomenological qualitative research to explore political consumption experiences using data which was collected through in-depth interviews with consumers. Exploration of the participants’ experience with political consumption behaviors includes buycott, boycott, discursive political consumption, and lifestyle politics. The essence of the comprehensive political consumption experiences found in this study are ‘Commitment to express values and beliefs based on critical perception and a sense of responsibility to pursue a positive influence in consumer life’. The components of the political consumption are interrelated and influence each other. The results are as follows. First, the themes which described the buycott experiences were derived into three categories: ‘Integration of self-interest and public value’, ‘Carrots for Corporates’, and ‘A question mark on structure and authenticity.’ The essence of the buycott experience could be seen as ‘Value-oriented and rewarding dollar voting.’ Second, the themes the boycott experience consists of were extracted into three categories: ‘Following the trend’, ‘According to one’s beliefs’ and ‘The Consumers’ stick.’ The essence of the boycott experience was identified as ‘Exclusive consumption choice based on issues and beliefs.’ Third, two themes of discursive political consumption were found: ‘Empowering through participation’, and ‘Exchange of opinions led by oneself.’ The essence of discursive political consumption was seen as ‘The voice that influences the government, companies and consumers.’ Fourth, two major themes that describe the participants’ experience with lifestyle politics were found: ‘From consumption to lifestyle’, and ‘Building together.’ The essence of such experiences was defined as ‘Daily practice and solidarity for a good life.’ In each political consumption experience, there was a common meaning of exercise of influence, and distrust of the current production structure and awareness of consumption culture. Therefore, a critical perspective based on knowledge or information on macro environmental factors surrounding consumption, such as production process and realization of consumer sovereignty can be seen as important factors in political consumption. Through the results that were meaningful in this study, a proposal was made for the stakeholders of political consumption and for follow-up studies.

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