대중매체를 통한 중년여성의 헤어스타일 모방행동

Abstract

This study targets middle-aged women living in Busan. They were surveyed about hair style imitation behavior through the mass media. The conclusions were follows: Middle-aged women, as they aged, appeared to show economic stability and home ownership. Consequently they spent more money on themselves. The wave perm was the most popular hair style in that demographic and they visited hair salons more often as they aged. Between ages 35 and 40, they accessed the internet via smart phone and computer more than women over age 40. The study showed a high interest in drama and entertainment programs. In younger ages, there was a high awareness of pop stars. Women who spent more money on themselves at hair salons tended to be more aware of celebrities than those who spent less. Just as women who spent more money on themselves showed a higher tendency to imitate pop stars, younger women were more likely to use mass media to imitate celebrity hair styles. Based on these findings, the study concluded that middle aged women tended to imitate pop stars through the mass media to achieve a young, stylish image. These women also spent more money on themselves. Middle aged women who participate in social media and imitate popular styles may be trying to improve their self-image.