롤랑 바르트의 기호학을 통한 지역캐릭터 리뉴얼 전후 의미작용 연구- 대전시 지역캐릭터 ‘꿈돌이’의 사례를 중심으로 -

Abstract

Most local characters in South Korea are developed for business purposes by local governments. However, for these characters to remain relevant, their content, methods of interaction, and meaning within the community must evolve. This study aims to analyze how the signification of local characters shifts based on social context, focusing on “Kkumdori” from Daejeon. The analysis considers external formative elements, linguistic elements, and their combined implications. “Kkumdori” was initially created as a promotional character for the Daejeon Expo in 1993 but was later adopted as a local character. With a refreshed design, "Kkumdori" participated in a local character survival program, securing first place in the final vote. The study examined the character’s design before and after renewal, focusing on aspects like face shape, expression, posture, ratio, behavior, color, and decorations. Linguistic elements included the official theme songs from 1993 and 2020. For the analyzing implication of character’s signification, Roland Barthes’ semiotics and mythology were used analyzing denotation, connotation, and a myth. Findings showed that “Kkumdori” became friendlier and more active through its design changes. Before renewal, the semantic function aimed for future growth and external development, whereas after renewal, it emphasized community nostalgia and internal relationships. This transformation in meaning has enhanced the scalability and sustainability of local characters, benefiting the local economy. In conclusion, the study suggests that considering the semantic function of characters within the community is crucial for successful local character development projects.