인스타그램의 기표적 관점에 의한 현대 소비문화공간의 특성연구

Abstract

Development of Social Network(SNS) since the introduction of smart phone is leading the culture of the consumers as the marketing strategy called the ‘word of mouth effect’. It sometimes deliver positive or negative information of products between the consumers and develop bond of sympathy giving influence to the purchase activity. There is Instagram inside the change of the modern era that leads the public opinion between the users through this mouth of effect. To consumers who get tired living in the text-based SNS flooding era, image-based Instagram was the new alternative. Instagram is classified as the vertical SNS that shares the interests centering the certain topic as the third generation SNS, and has the characteristic of communication in the experiential aspect by drawing sympathy of the user in the reply of symbolization. Characteristic by the developing method of communication that is simultaneously adopting quality communication based on the open and horizontal personal connections that SNS should aim from the formal aspect of the communication have something in common with the signifiant characteristic. Progress of the structure of discourse communication process of Instagram to the metastic, subjectivity, of playfulness that is the signifiant characteristic that the Saussure, Derrida and Lacan views, arrives to the enjoyment passing the spread of information. After structuralism, Derrida and Lacan claims that signifiant produces another signifiant by the link of the signifiant and meaning of signifiant creates various meaning that is not already decided. This is because meaning of signifiant in the Post-modernism era, meaning interpretation of the signifiant aspect by the environment or value that individual is in, can have polysemy. Such polysemy exercises significant influence to the development and advertisement of the enterprise’s brand. Now the enterprise should approach to the consumer for the improvement of the enterprise’s brand image by having the complementarities of the social network and brand store fit for the change of the era in the activity of brand value improvement. Therefore, this study analyzes signifiant characteristic of the Instagram based on semiotics that is used in the various aspect in the social culture already and forecast the modern consumer culture reflecting the brand space that symbols the identity of the brand and proposes the direction of the modern consumer culture space as the discursive space.