오브제 진입에 따른 동시대 상업 공간의 시각적 헤게모니 변화 연구

Abstract

(Background and Purpose) With the evolution of time, contemporary commercial spaces have acquired a different significance than in the past. This study focuses on the transformation of the visual hegemony inherent to the spaces themselves. The aim is to explore objects as the main focus of this visual influence. In the contemporary era, objects have entered commercial spaces in more diverse forms than ever. To discuss the future direction of hegemony in contemporary commercial spaces, it is crucial to study the entry methods of objects into these spaces, analyze their impact based on their characteristics, and establish criteria for interpreting the current and future significance of commercial spaces. (Method) This study is based on an analysis of previous research and case studies. Through a study of contemporary characteristics, previous research, and modernist philosophical theories, this study aims to establish the concept of visual hegemony. Additionally, the relationship between commercial spaces and objects was examined. Through this process, a transformation in visual hegemony was addressed by comparing modernist and contemporary perspectives. Each entry method is classified and typified based on the reciprocal relationship between the objects and space. The contemporary impact of object entry methods in specific cases was examined through this analysis. Ultimately, the results were derived from the changes in visual hegemony created by objects entering commercial spaces. (Results) The ways in which objects enter can sometimes appear complex based on a close relationship with space. Furthermore, the entry of objects into commercial spaces reinforces the contemporary characteristics. Currently, visual hegemony is implemented through objects rather than through the uniqueness of a space. Objects acquire and actively transform spaces by obtaining existing visual hegemony in contemporary commercial spaces. This impact is confirmed to counter the visual privilege of the modernist perspective, namely, the abandonment of perceptual privilege and a response against traditional ocularcentrism. Consequently, modernist visual hegemony is no longer meaningful in contemporary commercial spaces, and new changes are emerging centered around objects. (Conclusion) This study interprets the impact of objects on contemporary commercial spaces and the resulting changes in visual hegemony. The current situation, in which the power dynamics between commercial spaces and objects are being reversed, can be seen as the starting point for a new ideology through the positional shift of hegemony. The emergence of subjective objects sheds modernist singularity, interacting with consumers, and shaping new trends in visual culture. In this new paradigm, objects represent a means of presenting future possibilities for the expansion of commercial space. Therefore, a new approach to space design using subjective objects is necessary. Beyond the transitional phase, it has entered an era of interaction in diversified spaces.