뉴미디어의 확장된 신체성으로 본 리테일 브랜딩 공간 상호작용

Abstract

(Background and Purpose) The full-fledged appearance of computers and new media since the 1990s proclaimed a new beginning of the postmodernism, in which digital reproduction and virtual images of Internet networks dominate reality. In this era, physicality becomes an important concept as new media interact through “sense” rather than “taste”. In addition, the consumption culture after postmodernism is recognized as a positive and participatory activity rather than a commercial and passive purchasing activity, and 'experience' is considered more important than 'ownership'. Accordingly, the space for new media and retail branding was understood within the context of a large period of postmodernism, and it is thought that it can be integrated into the common point of 'physicality' which is changing since postmodernism. The purpose of this study is to newly recognize the body and space through the interaction of the body and space by looking at the retail branding space through the perspective of bodily nature in which the concept is expanded in a new media environment. (Method) This study conducted theoretical review on the changing viewpoints and characteristics through the analysis of previous studies and literature of new media, retail branding space, and physicality, and literature research. After that, through the characteristics of new media, the meaning of physicality in the modern society was identified and the concept was expanded. Based on the basic premise of extended physicality, inter-relational characteristics are derived by linking them with the retail branding space. From the derived inter-relational characteristics, the new media space characteristics for spatial analysis are finally derived and combined with the components of the retail branding space and presented as an analysis frame for the retail branding space applied with new media. (Results) As a result of this study, a new perspective on physicality was proposed by naming the extended physicality through the characteristics of new media as 'a typological body', 'cyborg body', and 'simulacre body'. Interactive characteristics of the expanded physicality and retail branding space were derived as 'image subject', 'heterogeneous junction', and 'expansion of sensation', and from these characteristics, 'virtuality' ‘de-boundary’, ‘mixing’, ‘extensibility’, ‘absorbency’, and ‘fluidity’ were finally derived as spatial characteristics of new media for spatial analysis. (Conclusions) The interaction of the retail branding space, seen through the expanded physicality of this new media, was created to satisfy the socio-cultural needs of a rapidly changing era. The analysis content of this study is meaningful in that it analyzes the concept of physicality, which is attempting to expand in conjunction with the technological environment, as the spatial characteristics of new media appearing in the retail branding space. Through new media that are actively applied to the space, It is expect to interact freely with users of spaces.