근대 전환기 여성관의 변화

Abstract

The transition process from a traditional society to the modern society certainly goes through the procedure of conflicts and compromise, and these aspects are revealed in different areas of the society. It is very interesting that the advertisements in the newspapers or magazines of those times also reflect the changes of the society as they are. What advertisements show us can be very fragmentary and limited, but they work as an executive resource and structure of the reality. Therefore, when advertisements are interpreted with focus on their discursive functions, what is shown in the advertisement should not be read as a simply visually given message, but the flow of discourse penetrating the age can be understood through the metaphors in them. In particular, in case of Hwangseong Newspaper examined in this research, its main class of subscribers was Confucian intellectuals of the traditional society, so it gives a lot if clues about the changes in the distinguished families of the traditional society. Especially, the changes in the recognition of women, the neglected class in the traditional society, is worthy of notice. Still, what was socially accepted was extending the traditional model of a good wife and wise mother as it is to the society with some values in the traditional Confucian order. This aspect expressed through the advertisements in Hwangseong Newspaper is meaningful in that they help read the tradition ruling class’s viewpoint of women.