Structural basis for recognition of Emi2 by Polo-like kinase 1 and development of peptidomimetics blocking oocyte maturation and fertilization

Jia Jia Lin 충북대학교 일반대학원 2016 국내박사

In mammalian oocyte, the MII arrest is owing to the cytostatic factor (CSF), Emi2. Emi2 maintains the level of maturation promoting factor (MPF) by inhibiting a ubiquitin ligase, the anaphase promoting complex/cyclosome (APC/C). Previous studies in Xenopus showed the resumption of meiosis and degradation of Emi2 during fertilization requires phosphorylation by Plk1. However, the binding mode of Emi2 with Plk1 is still poorly understood. In Chapter II, we found two putative phosphorylation sites on the N-terminal of Emi2 can binding with Plk1-PBD simultaneously, and the following X-ray crystallography proved that each of two phosphorylated threonines in Emi2 are capable of binding with the canonical binding pockets in Polo-box domain. Besides, the Tyr-rich pockets in PBD also proved important for recognizing Emi2. Based on the structure of complex Plk1-PBD with Emi2 peptides, the peptidomimetics, especially 103-8, were demonstrated can suppress Plk1-PBD during oocyte maturation and fertilization. Our studies provide evidence that targeting PBD of Plk1 may be an effective way of block oocyte maturation and fertilization. Considering the requirements of controlling the side effects of hormonal contraceptive drugs, this work is helpful for the development of novel and specific contraceptive agents.

중국 고등교육 분야에 쌍일류(雙一流) 건설 정책의 분석 : 다차원 교육정책분석 모형을 중심으로

JIA, JIA 이화여자대학교 대학원 2020 국내석사

세계 각국의 정부는 세계 수준의 연구중심대학 육성을 통하여 혁신적인 아이디어, 기술과 정책을 개발하고, 적용하며, 확산함으로써 국가의 글로벌 경쟁력을 높이기 위해 지속적으로 노력하고 있다. 이를 위해서는 대학의 자체적인 노력도 중요하지만 대학에 대한 정부 차원의 체계적이고 집중적인 지원이 필요하다. 세계적으로 ‘고등교육의 수월성을 높이기 위한 정책(Excellence Initiative in Higher Education)’은 일반적으로 우수한 소수의 대학을 선정하고 국가의 재정을 중점적으로 투입하여 세계의 초일류 대학으로 성장시키는 전략을 활용하고 있다. 중국에서는 이러한 세계적인 추세에 발맞추어 2015년 11월에 중국 국무원은 세계 일류대학 및 세계 일류학과 육성정책으로 ‘쌍일류(雙一流) 건설’ 정책을 시작하였다. 중화인민공화국 건국 이후 정부는 고등교육 발전 우선주의를 채택하고 재정, 기술, 특허, 인재 등에 재정을 투자함으로써 지속적으로 고등교육의 발전을 가속화하는 방식으로 운영해왔다. 특히 2015년 이후 추진되는 ‘쌍일류 건설’정책의 추진으로 우수한 대학과 학과의 국제 경쟁력이 괄목할 만한 성장으로 거두고 있다. ‘쌍일류 건설’정책은 중국 특색(中國特色)의 중점 고등교육 정책의 연장이며 역사적 발전 과정에 드러난 문제들에 대한 개혁을 위한 정부의 전략적 정책이라고 할 수 있다. 나아가 ‘쌍일류 건설’정책은 경제발전을 위한 국가 차원의 중요한 전략이기도 하다. 세계 각 나라에서 추진하고 있는 고등교육 수월성 정책은 각 나라의 정치적 이데올로기, 전략적 행정 구조, 제도적 행위자의 행태 등의 차원에서 특색 있는 형태로 유형화되고 있음을 확인할 수 있다. 이 연구는 중국에서 추진하고 있는 ‘쌍일류(雙一流) 건설’ 정책의 구조적 특징에 대해 분석하고자 한다. 세계적으로 고등교육의 수월성을 높이기 위한 정책에 대한 관심과 필요성은 점점 더 높아지고 있다. 하지만 대학별 순위, 등급 분류가 공개되면서 대학의 서열체계가 고화되고, 부익부 빈익빈 현상을 나타내는 ‘매튜효과(Mettew effect)’가 더 심화되었으며, 대학 교육의 동형화, 대학교의 행정중심화, 대학 지원 정책의 평가 기준의 모호성 등 여러 가지 문제 제기가 등장하고 있다. 이 연구는 고등교육의 수월성 제고 정책의 등장 및 발전 과정을 살펴보고, 최근 진행되고 있는 중국의 ‘쌍일류 건설’정책과 관련된 연구 및 정책의 흐름을 종합적으로 살펴보고자 한다. 이를 위하여 Cooper, Fusarelli & Randall(2004)의 다차원 교육정책분석 모형을 연구방법으로 사용하여, 중국의 ‘쌍일류 건설’정책을 규범적 차원, 구조적 차원, 구성적 차원, 기술적 차원 관점에서의 분석하고자 한다. 한국에서는 최근 Cooper, Fusarelli & Randall(2004)의 다차원 교육정책분석 모형을 활용한 연구가 진행되어 왔지만 중국에서는 다차원 교육정책분석 모형의 연구방법을 활용한 고등교육 분야의 연구는 거의 없는 상황이다. 하나의 차원으로만 국한된 정책분석모형은 다양하고 복잡한 정책과 사회 현상, 나라의 국정을 포괄하기에는 다소 무리가 있다. 어떤 정책을 해석하는데 종합적으로 명확하게 이해하는 것과 정책 결정에 대해 확신을 내리는 것은 결코 쉽지 않다. 이에 본 연구는 Cooper, Fusarelli & Randall(2004)의 다양한 이론과 차원을 포괄할 수 있는 다차원적인 정책분석모형을 적용해보고자 한다. 연구 목적을 달성하기 위해 본 연구는 첫째, 규범적 차원에서 중국의 ‘쌍일류 건설’정책에 영향을 미친 이데올로기는 무엇인지를 확인하였다. 둘째, 구조적 차원에서 중국의 ‘쌍일류 건설’ 정책은 어떤 제도와 배경, 환경 등에 관심을 두는지를 확인하였다. 셋째, 구성적 차원에서 중국의 ‘쌍일류 건설’ 정책의 구성 요소는 무엇이고 어떻게 상호작용하는지를 분석하였다. 넷째, 기술적 차원에서 중국의 ‘쌍일류 건설’ 정책의 계획, 집행, 평가, 환류는 어떻게 이루어졌는지에 대해 살펴보았다. 고등교육 분야에 ‘쌍일류(雙一流) 건설’ 정책에 대해 다차원 분석모형으로 연구한 결과는 다음과 같다. 규범적 차원으로 첫째, 중국 정부는 최대한 단기간에 전 사회의 자원을 총동원하여 고등교육 분야에 필요한 것을 집중적으로 지원했다. 중국 정부는 우수 대학의 발전을 중점적으로 지원하여, 모범을 세우고 수준을 향상시키는 목적에 도달하도록 요구하였다. 이러한 ‘중점건설’정책은 중국의 고등교육 분야에서 60여 년간 유지되었으며 결과적으로 ‘대학 서열화’를 고착시켰다. ‘쌍일류 건설’정책은 기존의 ‘중점건설’정책을 수용하면서 공평성의 가치를 좀 더 반영해 나갈 필요가 있다. 둘째, 중국의 대학들이 유사한 인재양성 목표를 세우며, 유사한 전공 및 과정을 개설하여 대학의 동형화가 문제로 제기되었다. 이에 중국 정부에서 고등교육에 중점을 둔 분야는 과학분야에 중점을 둔 학술형이며, 일반대학은 응용 기술형, 직업형 전문대학교로 구분하였다. 향후 대학의 동형화와 양극화 현상에 대한 대응이 필요하다. 대학교는 스스로 대학별 생존전략을 마련하여 특성화와 차별화를 통해 동형화와 매튜효과의 문제를 극복해나가야 할 것이다. 구조적 차원으로 첫째, 기존 중국의 중점건설 정책은 계획경제 시대의 환경에 영향을 받아 대학의 학술권을 과도하게 통제해 왔다. 특히 단위제는 계획경제 시대의 행정체제로 대학의 위상등급에 따라 정부의 자원, 권력, 기능을 결정해 왔다. 권위적인 교육정책으로 인해 효율성은 높았지만 자율성의 제약이 컸다고 할 수 있다. 이에 반해‘쌍일류 건설’ 정책은 특정한 목표를 위해 대학 ‘단위’내외의 자원을 광범위하게 동원할 수 있도록 해야 한다. 특히 한시적인 학과 프로젝트 수준의 ‘항목’은 정책적 유도와 자금 투입, 실시사업을 통해 대학의 자율적 혁신을 이루어 나갈 것으로 기대된다. 둘째, 기존 대학의 법정 지도체제는 당위원회(黨委員會) 지도를 받는 교장책임제이다. 이러한 교장책임제의 ‘정책 결정과 집행일체화’는 현재 중국의 국·공립대학의 주된 운영 시스템이다. ‘쌍일류 건설’정책에서는 법인화를 통해 지배 관리구조를 혁신하고 현대화된 대학 시스템을 구축하는 것을 목적으로 하고 있다. 향후 교장의 최상위 핵심역할을 명확히 해서 권한과 이익이 일치하는 체제와 메커니즘을 구축해야 한다. 또한 ‘쌍방향 진입제도(雙向進入制度)’와 ‘4급 책임제’를 명확하게 구축하여 관료주의를 벗어나 교직원들의 적극성과 창의성을 독려하도록 해야 할 것이다. 셋째, 중앙정부의 지원에 따라서 지방정부는 ‘쌍일류 건설’에 대규모의 경비를 지원하고 있다. 특히 대학에 대한 정부의 재정지원은 ‘예산안 + 항목 보조’의 틀로 실행되고 있다. 정부는 대학의 자율성을 중시하여 고등교육 재정지원 경로의 다원성을 보완해야 한다. 구성적 차원에서 대학과 시장의 협력을 추구하고 있다. ‘중점건설’정책의 실시를 통하여 중점대학들은 일정한 경영 자율권을 가지게 되었다. ‘쌍일류 건설’정책에 의하여 선정된 대학은 학과 건설의 실제에 근거하여 학과의 미래발전 방향을 기획할 수 있다. 중국의 고등교육 시장 구조는 대학과 국가의 재산권 관계, 예속된 관계와 대학교 중점건설 프로젝트 등으로 결정된다. 또한, 대학은 경제의 발전, 과학 기술의 향상, 문화의 혁신, 사회발전에 중요한 영향력과 원동력이다. 더 공정한 고등교육 시장과 과학기술 인재를 육성하여 제공하는 교육제도가 특성화의 방향으로 마련되어야 한다. 기술적 차원에서 ‘쌍일류 건설’ 정책의 계획과 집행, 평가, 환류단계를 강조하여, 정부는 ‘쌍일류 건설’의 기능과 목적이나 국제적인 전략에 맞게 새롭게 선발해서 관리하는 것이 요구된다. 전략적 목표를 실현하는 「총체적 방안」에서는 기본원칙을 제정하였으며, 동시에 학과의 선발에 기준이 되는 주요지표를 명확하게 제출하였다. ‘쌍일류 건설’정책은 학문의 탁월성을 추구하면서도 지역의 형평성과 교육의 공평성도 함께 추구해야 할 것이다. 우수한 소수의 대학을 선별하여 고등교육 기관의 발전 정책체계를 구축하고, 개별적으로 대학교마다 특성을 갖고 발전하도록 지원하여야 한다. 그리고 고등교육 기관인 대학교를 분류하여 그에 대한 평가를 객관적으로 할 수 있도록 정책이 보완되는 방향으로 환류가 이루어져야 한다. 중국 고등교육의 수월성을 높일 방향이나 중국의 중점 고등교육 정책인 ‘쌍일류 건설’은 중국의 이데올로기, 정치 환경, 경제 발전, 문화 교류, 사회체제, 교육역사 등 여러 가지 배경에서 종합적으로 탐구할 필요가 있다. 또한 앞으로 ‘쌍일류 건설’의 정책 추진은 중점 고등교육의 발전을 통해서 중국의 고등교육체제를 완성시키는 한편, 교육은 국제 영역의 발전 방향을 중시하여 국가, 지역과의 교육 협력을 잘 발휘할 수 있도록 정책이 보완되는 방향으로 이루어져야 할 것이다. Governments around the world are developing, applying, and promoting innovative ideas, technologies, and policies through the development of world-class research universities, as well as continuous efforts to improve their countries' global competitiveness. Therefore, not only the university itself should make efforts, but also the government should provide systematic and centralized support to the university. The key construction of higher education in the world is the policy that focuses on national finance and invests resources to rapidly improve the level of some universities and promote them to reach the level of world-class universities. In November 2015, the central government of the state council of China started the policy of "double first-class construction" to build world-class universities and world-class disciplines. The reason that this study focuses on China's "double first-class construction" policy is that after the founding of the People's Republic of China, the Chinese government adopted the prioritization of higher education development, and invested in finance, technology, patents, talents and other aspects to continuously accelerate the development of higher education. This policy has greatly improved the competitiveness of some universities and majors. The policy of "double first-class construction" is an extension of the key higher education policy with Chinese characteristics and an administrative measure to reform and improve some problems exposed in the course of historical development. In addition, the policy of "double first-class construction" is also an important strategy of national economic development. The higher education policy designated and supported by the national level is embodied in the ideology, strategic administrative system and institutional behavior pattern of each country. Therefore, the concern and necessity of the key construction of higher education is rising gradually for a variety of reasons. For example, the hierarchical classification among universities is more clear. Forming a sequence system, the "Matthew effect" being further deepened, the homogenization of colleges and universities, the excessive administration of colleges and universities, the ambiguity of key construction policy evaluation system, and so on, are emerging in an endless stream. Therefore, it is necessary not only to investigate the introduction and development process of key construction policies, but also to comprehensively observe the recent implementation of the "double first-class construction" policy and the development trend of related research and policies. Therefore, Cooper, Fusarelli & Randall Four-Dimensional framework will be used as the research method to analyze China's "double first-class construction" policy from normative, structural, institutional and technical aspects. We will have a comprehensive discussion based on the results. South Korea use Cooper, Fusarelli & Randall's Four-Dimensional framework for research. Until recently, Four-Dimensional framework research has been carried out on various fields and diverse topics of education, such as educational administration system, child care policy, university admission exam system, and local autonomous group self-regulatory integration policy curriculum. However, in China, there are few researches in the field of higher education using the Four-Dimensional framework. Through this paper, we can introduce the framework and objective policy analysis model of educational policy research of China. In addition, the policy analysis model limited to one level is somewhat far-fetched in the aspects of diverse and complex policies, social phenomena, national conditions and national politics. In the process of explaining a policy, it is not easy to understand a policy comprehensively and to be convinced of its decision. In this regard, this study aims to apply the Four-Dimensional framework that can cover Cooper, Fusarelli & Randall, various theories and levels. In order to achieve the research purpose, firstly from the normative formation, this paper will show what is the influence of China's "double first-class construction" policy for the ideology; Second, from the structural perspective, what systems, backgrounds and environments are concerned about in China's "double first-class construction" policy? Thirdly, from the constituentive of formation, what are the components of China's "double first-class construction" policy and how do they interact with each other? Lastly, from the technical formation, the author puts forward the research on the planning, implementation, evaluation and back flow of China's "double first-class construction" policy. Therefore, from the normative analysis of higher education "key construction" of the "key point", "double first-class construction" policy characteristic goals pay attention to the Chinese people's belief, system, values, ideology and want to explain the impact of this belief on the "double first-class construction" policy. In addition, from the structural dimension, this paper investigates the national policy environment and the implementation system of financial support policies for the "double first-class construction" policy. On the constituentive dimension, in order to understand the influence of the elites and the groups that support the policy of "double first-class construction", the paper analyzes the "school autonomy" and "market proximity". Finally, it will be demonstrated that the policy is explored through how to implement policy post-evaluation policy and policy back flow at the technical dimension. The results of the Four-Dimensional framework study on the policy of "double first-class construction" in the field of higher education are as follows. First, on the normative dimension, the Chinese government maximizes the resources of the whole society in a short time to concentrate on supporting the needs of higher education. The Chinese government focuses on supporting the development of a small number of universities, setting an example and achieving the goal of improving the level. This "key construction" policy has been maintained in China's higher education sector for more than 60 years, forming a "identity" barrier. The "double first-class construction" policy respects the existing "key construction" policy, attaching importance to efficiency and fairness, and so forth. Second, Chinese colleges and universities have set very similar goals for talent cultivation and set up similar majors and courses to deepen the homogenization of universities. In this regard, the Chinese government has divided the field of higher education into academic type and scientific type, while ordinary universities are divided into application-oriented and professional-oriented universities. In the future, it is necessary to deal with the dynamic and polarization of universities. Universities should make their own survival strategies to overcome the problems of isomorphism and Matthew effect through characterization and differentiation. First, on the structural level, the existing key construction policies in China were influenced by the environment of the planned economy era and excessively controlled the academic power of universities. In particular, the system of units is an administrative system in the era of planned economy, which determines the resources, power and functions of the government according to the status of universities, the authoritative educational policy, although highly efficient, and the autonomy of the constraints. On the contrary, the policy of "double first-class construction" should extensively mobilize the internal and external resources of universities for specific purposes. In particular, it is expected that the "project" of temporary discipline research will realize the university's independent innovation through policy guidance, financial input and project implementation. Second, the legal leadership system of the existing university is the President responsibility system under the leadership of the party committee. The "policy decision and implementation integration" of President responsibility system is the main operating system of Chinese state and public universities. The aim of the policy of "double first-class construction" is to reform the governance structure and build a modern university system by means of the humanization of law. In the future, it is necessary to define the highest core role of the principal and build a system and mechanism with consistent rights. At the same time, we should clearly establish a "two-way entry system" and a "four-level responsibility system" to get rid of bureaucracy and encourage the enthusiasm and innovation of faculty and staff. Third, with the support of the central government, local governments have provided large-scale financial assistance to the "double first-class construction". In particular, government financial support for universities is implemented under the framework of budget plus project grants. The government should attach importance to the autonomy of universities and improve the diversity of financial support for higher education. The policy of "double first-class construction" consists of universities and markets. Through the implementation of the "key construction" policy, a number of key universities have gained certain autonomy in operation. The institutions of higher learning selected by the "double first-class construction" can plan the future development direction of the discipline according to the reality of the discipline construction. The market structure of higher education in China is determined by property rights, subordination and key construction projects. Universities are also an important influencing and driving force for economic development, scientific and technological progress, cultural innovation and social development. A more equitable higher education market and an education system for scientific and technological talents should be established. The education system for training and providing more equitable higher education market and scientific and technical talents should be designed in the direction of characterization. On the technical dimension, the planning, implementation, evaluation and returning stage of the policy of "double first-class construction" are emphasized. The government is required to re-select and manage the policy according to the function and purpose of "double first-class construction" and the international strategy. The "overall plan" to achieve the strategic goal sets out the basic principles and at the same time clearly puts forward the main indicators as the subject selection criteria. While pursuing academic excellence, the policy of "double first-class construction" will also pursue regional equity and educational equity. It is necessary to select universities, establish a policy system for the development of higher education institutions, support the development of individual universities according to their characteristics, and enable higher education institutions to classify and evaluate them objectively, so as to form a back flow of perfect policies. It is necessary to make a comprehensive discussion in the context of China's ideology, political environment, economic development, cultural exchange, social system and educational history in order to improve the superiority of China's higher education and "double first-class construction" of China's key higher education policy. In addition, the promotion of the "double first-class construction" policy in the future should, on the one hand, improve China's higher education system through the development of key higher education, on the other hand, pay attention to the development direction of the international field, so that it can better play the educational cooperation with countries and regions and develop toward the direction of improving the policy.

도시이미지의 태피스트리 표현 연구

Yang Jia Jia 홍익대학교 대학원 2019 국내석사

섬유예술은 섬유의 역사와 함께 한다. 기능적 역할을 담당했던 인류 최초의 섬유를 시작으로 태피스트리는 다양한 실험과 발전을 통해 섬유 인식의 많은 변화를 이루어냈다. 섬유는 태피스트리의 형식을 시작으로 예술로서의 발전을 시작하였다. 이는 견사, 모사, 면사, 마사 등의 천연재료와 폴리에스테르사, 나일론사 등의 인공재료를 사용하여 편직, 바느질, 매듭 등의 다양한 표현기법으로 발현되어 왔으며, 예술 주체의 내적 표현을 위해 다양한 실험을 하며 역사 속에서 발전을 거듭해 왔다. ‘로잔느 국제 태피스트리 비엔날레(Lausanne International Fiber Art Biennale)’는 30여년간 섬유의 예술적 기능을 꾸준히 제시하여 섬유 개념을 새롭게 확장해 주는 이정표가 되어 주었으며, 연구자는 본 연구에서 전승되어온 베이징 국제 섬유 비엔날레를 분석하였고, 이 전시회가 섬유예술에서 새로운 확장의 역할을 하였다고 보았다. 이처럼 섬유 예술은 역사 속에서 여러 작가들의 수많은 도전과 노력으로 변화되어 왔으며, 현대 섬유예술은 다양한 형식으로까지 확장되어 현대미술이 추구하는 탈 장르의 한 축을 담당하며 시대의 문화를 포함하고 있다. 특히 ‘태피스트리’는 섬유예술이라는 범주 안에서 전통을 묵묵히 지키며 인간의 삶의 지혜와 가치를 표현하는 포괄적인 예술의 영역이 되었다. 연구자는 섬유미술의 태피스트리 기법을 통해 도시이미지를 표현하였다. ‘도시’는 인류의 생존과 발전은 물론 문화까지 내포하고 있기 때문에 예술가들에게 많은 영감을 주는 주제이다.또한‘도시’라는 공간속에서 느끼는 주체로서의 감정 혹은 그 공간을 바라보는 객체로서의 감정 등을 각각 건축물의 형태로 형상화하였으며 특정한 도시가 품고 있는 문화적 특징은 다양한 형태와 색채의 모습으로 감정을 표현하고 있는 것이라고 인식하고, 도시와 현대인들이 만들어 내는 상호작용을 태피스트리의 형식으로 표현하였다. 본 연구는 도시의 이미지를 해석하여 재구성 하는 과정을 통해 연구자의 감정으로 관점화 시키는 과정이라 할 수 있다. 연구자는 섬유의 역사와 섬유예술 작품들의 연구를 통해 다양한 색채와 기법, 심상의 표현들이 현대 섬유예술에 어떤 발전을 만들어 왔는지를 이해하며, 전통 태피스트리의 계승 속에서 진행되는 연구자의 다양한 실험이 섬유예술의 또 다른 긍정적 확장에 기여하기를 기대한다. Textile arts are accompanied by the history of textile. Starting with the first functional rayon, which is man-made, tapestry has made many changes in fiber identification through various experiments and developments. Textile has begun to develop into arts in the type of tapestry. It has been manifested in various representation techniques such as woven fabric, sewing, knotting using natural materials such as raw silk thread, woolen yarn, cotton yarn, hemp yarn, and artificial materials such as polyester yarn and nylon yarn; various experiments have been made to develop the internal expression of arts in history. The 'Lausanne International Fiber Art Biennale' has been constantly demonstrating the artistic function of the textile and a milestone for new extension in textile for 30 years. The researcher analyzed the Beijing International Fiber Biennale in this research, and this exposition showed a new expansion in textile art. Textile art has been changed in the way by the many challenges and efforts of various artists in the history. Modern textile arts are extended to various forms and are responsible for mask genre which contemporary arts pursue. Especially, 'tapestry' has kept the tradition silently in the context of textile arts and becomes a comprehensive artistic field, expressing the wisdom and value of human life. The researcher expressed the city image through tapestry technique of textile arts. 'City' is a theme that gives much inspiration to artists because it includes not only the survival and development of mankind but also the culture. In addition, emotions as a color felt in the space called 'city', or stared by object, embody the form of each building; and cultural characteristics possessed by particular cities express emotions in various shapes and colors; also formulate the interaction between city and modern people in tapestry form. This study can be regarded as the process of making perspective through the process of interpreting and reconstructing the image of the city with the emotion of the researcher. The researcher comprehends how various expressions of colors, techniques, and imagery have made progress in modern textile arts through researches on the history of textiles and textile arts; expects that various experiments done by the researcher in traditional tapestry can contribute to another positive expansion in textile arts.

가상스토어에서의 실재감이 구매의도에 미치는 영향에 관한 연구

Jia Jia 충북대학교 일반대학원 2014 국내석사

전자상거래의 가장 큰 한계점은 실재감이 낮다는 것이다. 즉, 물건을 실제로 보고 구매하는 것이 아니기 때문에 사실성이 떨어지고 신뢰를 적게 주어 결과적으로 구매의도가 저하된다는 점이다. 최근에 홈플러스, G마켓, E-MART 등의 업체들이 지하철이나 버스정류장과 같은 공간에 선명한 사진을 진열하여, 전자상거래의 낮은 실재감을 극복하고 소비자들에게 보다 생생한 느낌을 주고자 하는 시도를 하고 있다. 본 연구는 QR코드 가상스토어 중심으로 실재감이 사용자의 구매의도에 얼마나 영향은 미치는지를 확인하기 위해서 사진 환경에서의 연구와 실물 환경에서의 연구로 구분하여 진행하였다. 이러한 구분된 환경에서 가상스토어가 가지고 있는 특성 중 즐거움, 편의성, 정보품질, 안전성이 구매의도에 미치는 영향도 함께 연구하였다. 본 연구에서는 20~30대 대학생 91명을 대상으로 수집된 데이터를 가지고 Smart-PLS를 이용하여 실증분석을 실시하였다. 데이터분석 결과, 편의성, 실재감, 안전성, 즐거움, 정보품질 순으로 영향을 미치는 것으로 나타났고, 실재감과 즐거움이 구매의도에 미치는 영향은 사진 환경보다 실물 환경이 더 높게 나타났다. The breaking point of e-commerce lies in the low presence. In order words, on the condition of not seeing the stuff in person, the less realistic, the less trust, which ends up with low purchase intension. Recently, enterprises, such as Homeplus, G-Market, and E-Mart, etc. are bring the online commerce into the outline environment. That is to say, the enterprises intend to connect the virtual world with the real world by means of displaying clear pictures on the existing places like subway or bus stop. That means an attempt that offering fresh and vivid effect to the customers in order to overcome the low sense of presence. This study aimed to identify how presence affect users' purchase intention focusing on the QR code virtual store through a comparative study between picture environment and physical environment. Under the classified environment, this paper studied that how the features of virtual store―joy, convenience, information quality, and safety influence purchase intention. An empirical test was done among the sample of total 91 college students(ranging from 20s to 30s) by Smart-PLS. As for the result of data analysis, in the order of convenience, presence, safety, joy and information quality have effect on the purchase intention. Furthermore, the effect of presence turned out greater in physical environment than that in picture environment, and so did the effect of joy.

Structural Constraints on English Code-mixing in Mandarin Chinese Popular Music

Jia You 청주대학교 대학원 2022 국내박사

언어 사용자들의 일상적인 동시에 특별한 현상으로 언어 혼용은 많은 학자들의 관심을 끌어왔다. 이 논문은 1991년부터 2021년까지 발표된 1300개 이상의 중국어 대중가요의 가사를 조사하여 그 중 522개의 가사에 나타난 영어 혼용 현상을 조사했다. Myers-Scotton의 matrix language frame model을 기반으로 하여 우선 중국어-영어 혼용을 특징짓는 형태적- 구문 패턴을 분류했다. 또한, Kang의 Mixing Scale에 언어 혼용의 정도도 다루었다. 또한, 이 연구는 다양한 기간에 걸쳐 수집된 데이터에서 삽입된 언어의 잠재적 빈도, 분포 및 문법 패턴을 탐색하고 연구한다. 심층 분석을 바탕으로, 이 논문은 가사에 언어 혼합이 무작위적이고 무질서하게 나타나는 것이 아니라 문법적이고 체계적인 규칙을 따른다는 것을 보여준다. 주 언어는 종종 언어 혼합 과정에서 주도적이고 결정적인 역할을 한다. 즉, 문장 내 언어 혼합의 형태적, 구문적 특징은 주 언어에 의해 결정된다. 언어 혼합의 구조는 삽입 과정을 통해 구현되는 것이. 즉, 이 논문에서는 언어 혼합이 규칙에 의해 제한되고 특정 문법을 준수함을 보여준다. 이러한 언어 혼합은 중국어 표현과 의사 소통에 방해가 되지는 않는다. 또한, 음악 장르에 따라 영어 혼합의 빈도와 정도 사이에는 상관 관계가 있다. 랩이나 일렉트로닉처럼 최근 도입된 장르는 발라드나 팝 같이 초기에 도입된 장르에 비해 영어 혼합 수준이 높은 경향을 보였다. As a kind of common and special language phenomenon in people’s daily communion, code-mixing has drawn the attention of many researchers. This thesis examines the lyrics of more than 1300 Mandarin popular songs ranging from 1991 to 2021, among which 522 pieces of lyrics show the phenomenon of English code-mixing. Based on Myers-Scotton’s matrix language frame model, the first objective is to classify the morpho-syntactic patterns which characterize the Chinese-English code-mixing. Guided by Kang’s Mixing Scale, the research then deals with the degree of language contact. Moreover, this research attempts to explore and identify the potential frequency, distribution and grammatical patterns of certain elements of EL from the collected data across different periods. Based on in-depth analysis, the thesis has proved that instead of random and disordered codes, code-mixing in lyrics follows certain grammatical and systematic rules. The matrix language often plays a leading and decisive role in the process of code-mixing. That is to say, the morphological and syntactic features of intra-sentential code-mixing are determined by the matrix language. The structure of code-mixing is realized through an insertion process. In brief, the research shows that code-mixing is restricted by rules and complies with certain grammar. Such code-mixing will not do harm to Chinese expression and communication. Furthermore, there is a positive correlation between the frequency and degree of English-mixing across music genres. The recently introduced genres with a higher proportion of English-mixing, such as rap and electronic, also tend to show a higher English-mixing level than those of the earlier introduced genres like ballad and pop.

English Mixing in the Discourse of C-pop Culture

Manli Jia 청주대학교 대학원 2020 국내박사

본 논문은 중국의 대중문화의 담화 속에 드러나는 영어 혼용 현상을 연구한 논문이다. 중국 대중음악의 가사와 인기 시트콤 Ipartment의 대사를 분석하여 영어 혼용 사례들을 소개하고 7단계의 영어 혼용 등급을 바탕으로 대중음악과 시트콤에 나타난 영어 혼용의 빈도와 정도를 연구했다. 본 연구를 위해 두 개의 말뭉치가 만들어졌다: 2010년대에 발표된 중국 대중음악의 가사들을 모은 말뭉치와 시트콤의 세 시즌의 대사들을 모은 말뭉치이다. 7단계의 영어 혼용 등급에서 낮은 단계는 정도가 약한 영어 혼용을 가리키고 높은 단계는 정도가 강한 영어 혼용을 나타낸다. 약한 정도의 영어 혼용에서는 중국어를 모체로 영어가 섞이는 형태이지만 가장 강한 정도의 영어 혼용에서는 영어를 모체로 중국어가 섞이는 형태를 보인다. 이를 바탕으로 다음의 네 가설을 설정하였다. 가설 1: 중국 본토에서 나타나는 영어 혼용 현상의 주목할 만한 특징들이 존재한다. 가설 2: 중국 본토 대중문화에 나타나는 영어 혼용의 빈도는 시간의 흐름에 따라 더 잦아진다. 가설 3: 중국 본토 대중문화에 나타나는 영어 혼용의 정도는 시간의 흐름에 따라 더 강해진다. 가설 4: 중국 정부의 정책은 본토 대중문화에 나타나는 영어 혼용에 영향을 미치지 않는다. 본토의 대중음악 221곡과 인기 시트콤 Ipartment의 세 시즌을 연구한 결과는 다음과 같이 요약될 수 있다. 대중음악에 나타나는 영어 혼용의 빈도와 정도는 최근에 유입된 장르에서 더 강하게 나타나는 경향이 있고 정부의 외국어 혼용 자제 정책은 대중음악에 큰 영향을 미치지 않는 것으로 드러났다. 하지만 시트콤에 나타나는 영어 혼용의 빈도와 정도는 최근 시즌에 줄어들었다. 텔레비전으로 방영되는 시트콤에는 정부의 정책이 영향을 미친 것으로 보인다. This study examined C-pop songs and a popular sitcom Ipartment in order to provide an overview of English mixing in the discourse of C-pop culture by investigating English mixing, analyzing some interesting phenomena with English mixing and discussing the frequency and degree of language contact in C-pop songs and a sitcom, based on a 7-level English mixing scale. In order to conduct the research, this study built two kinds of corpus, one for C-pop songs (2002-2019), and another for lines with English mixing in Ipartment. The English mixing scale in this study consists of seven levels from weakest contact to strongest contact, in which the matrix language in the highest level is English while the matrix language of lower levels is Mandarin. The following four hypotheses are proposed: H1: There will be some notable features in English mixed language in mainland China. H2: The frequency of English mixing in C-pop culture in mainland China is growing as the time goes on. H3: The degree of English mixing in C-pop culture in mainland China is growing as the time goes on. H4: Government policies will not affect the English mixing in Chinese. Based on the data collected from 221 mainland C-pop songs and the 3 seasons of the sitcom Ipartment, this study concludes that the frequency and VI the degree of English mixing in C-pop song genres introduced later in mainland China are higher than that in genres introduced later, and language policies from the overnment do not seem to affect the trend of English mixing in C-pop songs. However, the frequency and the degree of English mixing in the TV sitcom Ipartment in mainland decreased as the time goes on. The policies from government may have affected English use in the sitcom.

Characterization of a protein responsible for the protein-based inheritance of [PSI(+)] in yeast

Liu, Jia-Jia The University of Chicago 2000 해외박사(DDOD)

The [<italic>PSI</italic><super>+</super>] genetic element in the yeast <italic> Saccharomyces cerevisae</italic> is an altered form of Sup35p, a subunit of the translation termination factor. When Sup35p in the prion-like [<italic> PSI</italic><super>+</super>] state, translation termination activity is reduced and ribosomes frequently read through nonsense codons, conferring upon cells a suppression phenotype on all three stop codons. The mechanism by which the conformational switch occurs in Sup35p is still unknown. Studies of [<italic> PSI</italic><super>+</super>] are of interest for two reasons. (1) It is a new mechanism of genetic inheritance. (2) It might provide cure for several neurodegenerative diseases, especially for the transmissible spongiform encephylapathies (TSE) caused by the prion protein PrP. This work has been directed at (1) providing physical evidence that [<italic>PSI</italic><super>+</super>] is indeed the prion form of Sup35p and (2) identifying structurally and functionally important regions in Sup35p to understand how it self assembles into the higher-order structure of prion. I first demonstrated that Sup35p can exist in different physical states by visualizing the distinct distribution patterns of GFP-tagged Sup35p and its N-terminal fragment in isogenic [<italic>PSI</italic><super>+</super>] and [<italic>psi</italic><super>–</super>] strains. I then investigated the role of the oligopeptide-repeat region of Sup35p (aa57–93) in the formation and propagation of [<italic>PSI</italic><super>+</super>]. Deletion of the repeat region abolished the ability of Sup35p to form and propagate [<italic>PSI</italic><super>+</super>], whereas expansion of the repeats greatly increased the spontaneous appearance of [<italic>PSI</italic><super>+</super>], the first mutation of its type amongst these newly described elements of inheritance. Next, I showed that <italic>In vitro</italic>, fully denatured repeat-expansion protein formed β-sheet rich, higher-ordered structures much more rapidly than wild-type protein. These data provide insight on the nature of the conformational changes underlying protein-based mechanisms of inheritance and strengthen the link between this process and those producing neurodegenerative prion diseases in mammals. I also characterized the function of the Sup35p middle region (M, aa124–253). Although the ΔM mutant was still able to form and propagate [<italic>PSI</italic><super>+</super>], it was aggregation-prone and mitotically unstable. From these data I conclude that M is involved in stabilizing the conformational states of Sup35p. Finally, I have shown that the Hsp104 curing effect on [<italic>PSI</italic><super> +</super>] does not require M.

TTT 수업 모형을 활용한 한국어 담화표지 '좀'의 교육 방안 연구 : 시청각 자료를 활용해서

Jia, Ru 연세대학교 대학원 2022 국내석사

본 연구는 구어 담화에서 빈번하게 사용되는 담화표지 ‘좀’의 담화기능을 검토하고 TTT 수업 모형을 활용하여 한국어 학습자에게 효율적인 교육 방안을 제시하는 데에 목적이 있다. 화자의 의도를 전달하고 구어에서 높은 비중으로 나타나고 있는 담화표지는 구어 담화에서 필요한 요소이고 중요한 지위를 차지하고 있다. 한국어 학습자들의 의사소 통 능력을 향상시키기 위해 담화적 능력도 갖추게 해야 하므로 담화표지를 교육하는 것이 필수적이다. 그러나 한국어 담화표지는 한국어 학습자에게 어려운데다가 효율적 인 교육도 이루지지 않으므로 한국어 교육에서 담화표지를 교육항목으로 제시하여 연 구할 필요가 있다. 본 연구에서는 우선 담화표지 ‘좀’에 초점을 두고 논의하였다. 기 존에 담화표지 교육에서 많이 적용했던 교수 모형의 실현 효과에 대한 의문에 출발하 여 새로운 수업 모형 즉 TTT 모형을 적용하여 담화표지 ‘좀’의 교육 방안을 마련하였다. 2장에서는 먼저 지금까지의 연구를 종합하여 담화표지의 이론적인 토대가 될 수 있는 담화표지의 정의, 특성, 분류, 기능에 대해 살펴보았다. 또한 기존에 담화표지 교육에 많이 적용했던 III 모형과 ESA 모형은 목표 담화표지를 인지시킨 다음에 담화 기능에 대해 교육하는 절차가 담화표지 교육에 적합하지 않다고 생각하여 교육 단계 전에 과제 단계가 먼저 선행되는 TTT 모형을 모색하였다. TTT 모형을 살펴봄으로써 담화표지 교육에 TTT 모형을 적용하는 장점은 학습 동기와 흥미 고취, 담화표지가 나 타나는 상황에 대한 인지 강화, 능동적이고 자연적인 학습, 기능에 대한 파악, 나선 형식의 학습, 학습 기회 증가 6가지로 정리하였다. 3장에서는 담화표지 ‘좀’의 교육 방안을 마련하기 위해 담화기능에 대해 분석하였다. 선행연구를 토대로 담화표지 ‘좀의 담화 기능을 크게 4가지로 공손 기능, 발화 약화 기능, 강조기능, 시간벌기 기능으로 나눌 수 있다. 우선 공손 기능은 보통 부 탁, 요청, 제안과 같은 지시화행에서 실현된다. 발화 약화 기능은 부정적인 내용의 약화와 진술의 약화로 나눌 수 있다. 또한 강조 기능에서는 요구를 강조하는 것과 초 점을 강조하는 것으로 실현된다. 마지막 시간 벌기 기능은 주로 화자가 주저하고 머 뭇거릴 때 많이 사용한다. 4장에서는 앞에서 살펴본 내용을 토대로 하여 효과적인 담화표지 ‘좀’의 교육 방안 을 마련하였다. 제3장에서 살펴본 4가지 기능 중에 ‘완화’의 의미를 가진 공손 기능과 발화 약화 기능을 선정하여 TTT 수업 모형을 적용하여 초·중·고급으로 나누어서 교 육 내용을 제시하였다. 또한 TTT 수업 모형은 결국 담화표지 교육에 효율적인지를 검 증하기 위하여 중국인 한국어 학습자를 대상으로 실험 수업을 실시하고 인터뷰를 실 시하였다. 실험 참여자들의 인터뷰를 분석함으로써 본 연구에서 TTT 모형을 활용한 담화표지 ‘좀’ 의 교육방안은 효율적인 것으로 확인할 수 있었다. 본 연구는 담화표지 ‘좀’의 담화기능과 표현 방식을 체계적으로 정리하였다는 점과 담화표지 교육에 적합한 교육 모형을 적용해서 수준별로 담화표지 ‘좀’의 교육 방안을 마련하였다는 점에서 의의가 있다. 또한 중국인 한국어 학습자를 대상으로 실험 수업 을 실시하고 인터뷰를 한 후에 인터뷰 내용을 분석함으로써 TTT 모형은 어떻게 담화 표지 교육에 효과적인지를 조명했다는 점에서도 의미를 찾을 수 있다. The purpose of this study is to clarify the discourse function of the discourse marker 'jom', which is frequently used in spoken language, and to present efficient teaching methods for Korean learners by applying TTT model. Discourse marker, which convey the speaker's intention and appear as a high proportion in spoken language, are necessary elements and occupy an important position in spoken language. In order to improve the communication skills of Korean learners, it is essential to educate discourse markers. However, since Korean discourse markers are difficult for Korean learners and efficient education is not provided yet, it is necessary to present and study discourse markers as educational items in Korean language education. In this study, first of all, the discussion focused on the discourse marker 'jom'. Starting with the question of the real effect of the teaching model, which was widely applied in discourse marker education in prior studies, a new teaching model, that is, the TTT model, was applied to prepare an education plan for discourse marker 'Jom'. In Chapter 2, examined the definition, characteristics, classification, and function of discourse markers based on prior studies, which can be the theoretical basis for discourse marker education. Instead of the III model and ESA model, which were widely applied in discourse marker education, sought the TTT model in which the task stage was preceded before the teaching stage. And the advantages of applying the TTT model to discourse marker education were summarized into six categories: motivation and interest for learning, strengthening awareness of situations where discourse markers appear, active and natural learning, spiral learning, and increasing learning opportunities. In Chapter 3, the discourse function was analyzed to prepare an effective teaching method for the discourse marker 'jom'. Based on previous studies, the discourse functions of ‘jom’ can be divided into four categories: ‘politeness’, ‘utterance mitigation,’ ‘emphasis’, and ‘time-making’. First of all, ‘politeness’ are usually realized in request speech act. ‘utterance mitigation’can be divided into the mitigation of negative content and the mitigation of statements. In addition, the ‘emphasis’ is realized by command, and focus. and ‘time-making’ is mainly used when the speaker hesitates. In Chapter 4, an effective teaching method on effective discourse marker 'Jom' was prepared based on the contents discussed above. Among the four functions discussed in Chapter 3, the ‘politeness’ and ‘utterance mitigation,’ were selected, which have the meaning of mitigator. And the contents of education were divided into elementary, middle, and advanced by applying TTT model. In addition, experimental classes were conducted and a follow up interviewed were conducted for Chinese Korean learners one-to-one. By analyzing the interviews of the experimental participants, it was confirmed that the teaching method of the discourse marker 'Jom' appyling TTT model in this study was efficient. This study is significant in that it systematically summarizes the discourse function and specific expression of the discourse marker "Jom" and prepares an education plan for different level by applying a suitable model for discourse marker education. In addition, by conducting experimental classes for Chinese Korean learners and analyzing the contents of interviews, it can be found that the TTT model is effective for discourse marker education.

Nanostructured functional materials : preparation, characterization and their sensing applications

Jia, Wenzhao ProQuest LLC. 2011 해외석사

Research on Brand-Consumer Communication Improvement from a Semiotic Perspective through the Visual Symbol Communication Process Consistency (VSCPC) Framework : Focused on Chinese Banks Brand Identity Design

Jia, Tingting 세종대학교 대학원 2023 국내박사

Abstract In recent years, bank brands remain the most valuable industry by a considerable margin and play a dominant role in the global market. They were required to change themselves from money providers to financial product providers, which is closely to public’s life. However, banks always have been facing challenges in branding because financial services are quite common, differentiation is difficult for both banking brands and their consumers. A UK survey showed that about 40% of consumers are not interested in their bank at all, while 69% asserted that there is no clear distinction between banks, possibly because an industry-wide generic image is hindering individual banks’ attempts to create a unique identity. So, developing a strong identity has become an effective way to find a unique position. From a communication perspective, only brands with a unique identity have strong communication penetration, so modern banks tend to communicate their identity by linking the invisible services with the visual symbols to convey brand meaning. But it is not enough for consumers to recognize whether the institution is a bank or not. Different cultures and values shape the unique brand identity, but if these messages cannot be communicated effectively, it is difficult for consumers to perceive and form a positive brand image as well as create identification. That is , when what the brand “sends” and what the consumer “receives” do not match, there will be a communication gap. As a visual product of communication, the interaction from the brand identity plan to the brand image formation presents the brand-consumer communication process. So, a brand could improve its communication by ensuring consistency between brand identity and brand image through visual symbols. On this basis, a study focused on the visual symbols of brand identity is meaningful, because it connects the brand identity expression and brand image perception through its communication function, could shape an inner interactive between brand and consumer, and beneficial to form a long-term symbiotic relationship. According to the authors’ survey, there is a lack of empirical research in design field from semiotic perspectives to measure the brand-consumer communication gap(difference). Considering that not all corporations are successful in synchronizing the brand identity design and consumer perception in their communications, there is an urgent need for a systematic approach to fill it. Therefore, this study tries to propose a visual symbol communication process consistency(VSCPC) framework to help recognize and measure the communication gap(difference) between brand and consumer from a semiotic perspective, then verifies it with a focus on the representative Chinese banks(CB) brands. To achieve the above purpose, 5 research questions were proposed and a mixed method of qualitative and quantitative was used. Firstly, the theories related to brand identity&brand image, brand communication, and semiotic were first studied. Then based on the generation process of visual symbol’s communication meaning, the theoretical framework of visual symbol communication process consistency(VSCPC) was proposed. Secondly, in order to verify the effectiveness of the VSCPC framework, the Top10 CB brands were selected as the research object, and their visual symbols’ communication process was measured through 3 steps. Specifically, step 1, the Top10 CB brands’ brand identity composition and the design expression of visual symbols were investigated through case studies, then their brand identity expression factors were determined through a focus group. Step 2, the evaluation factors of bank brand image were examined by SD method and EFA in the Chinese context, then the Top10 CB brand image perception factors were determined based on bank consumers’ visual symbol perception. Step 3, the influence relationship between VSCPC-related factors was proved empirically, and the communication gap (difference) between brand identity expression and brand image perception of Top10 CB was measured. Finally, the design improvement strategy was proposed to the CB brands with the largest communication differences based on the application of the VSCPC framework. The main findings based on the research questions are as follows. First, brand identity, visual symbols, and brand image respectively constitute the triadic semiotic relation of brand, which communicates through meaning-making process between sender and receiver. If visual symbols are recognizable carriers of brand values, and the brand(sender) communicates with the consumer(receiver) through visual symbols that convey the value and meaning that along with the brand, it would bring a deeper connection with its consumer through value sharing process, thus a more effective brand-consumer communication could be created. Therefore, the communication meaning of visual symbols will be gradually generated during the connection between brand and consumer. Moreover, brand identity carries the value and meaning of brand, and if it is perceived to be consistent with the brand values, and sends a consistent message to consumers through visual symbol expression, then it is likely to create motivation for forming a positive brand image, so the process of linking brand identity and brand image through visual symbols is the visual symbol communication process. And, if all three aspects of the brand identity-visual symbols-brand image are satisfied, an effective brand communication could be achieved. As such, the theoretical framework, namely “Visual Symbol Communication Process Consistency(VSCPC)” was proposed. Second, Top10 CB brand identity and design status were examined, and the collected information was analyzed in four aspects(physique, culture, personality, and relationship) through the bank brand identity prism model, so as to derive the Top10 CB brand identity factors. Furthermore, the visual symbol components of bank brand identity design were divided into two parts, part 1 was the bank brand logo that constitutes the core identity, while part 2 included the other visual symbols that constitute the extended identity. Based on this, the visual symbols in the Top10 CB brand identity design were collected and analyzed with the semiotic analysis matrix to clarify its design expression. Then, the Top10 CB brand identity expression factors were determined. Third, the bank brand image scale in the Chinese context was developed by SD method and EFA, and a total of 34 items based on “Dynamic”, “Quality Service”, “Reliable”, and “Social-responsible” were determined as the evaluation factors of CB brand image. Following this, the Top10 CB brand image perception factors were examined based on the consumers’ visual symbol perception. Fourth, the results of the Top10 CB brand identity survey show that the public’s overall recognition of its brand identity and visual symbols was weak and varies widely among brands, with BOC receiving the highest recognition, while CMB and PAB were the lowest, and, although half of the consumers could recognize the visual symbols(45%), few were able to understand their meaning. Furthermore, the relevant factors in VSCPC were empirically investigated and the results revealed that, on one hand, the correlation between brand identity→visual symbols→brand image was valid. And, the more consistent the message conveyed by a visual symbol with its brand identity, the better its communication function is proved to be, thus contributing to the consumer’s brand image perception. Also, by establishing consistency in this process, a more effective brand communication could be created, thus enhancing brand identification as well as the brand&consumer relationship, hence, the proposed VSCPC framework in this study has proven to be effective. On the other hand, there was a partial difference(gap) between Top10 CB brand identity expression and brand image perception. Among them, BOC had the most consistent factors showing almost no difference, its communication was relatively effective, while CMB had the least consistent factors with a significant difference, which brand-consumer communication was quite weak, and, the remaining 8 banks all had about half of the consistent factors, showing partial differences. Fifth, CMB was selected as the target of design improvement, and 4 design suggestions were proposed. Then the result of the design validation showed that all 4 design proposals greatly enhanced the VSCPC of CMB to different degrees compared with its original plan, which improved communication between CMB brand and its consumers, thus leading to strong brand identification and brand&consumer relationship. Overall, by building on the research of pioneering scholars and integrating their theories from brand communication and semiotic perspectives, this study proposed a VSCPC framework that helps to examine the communication effect from both brand and consumer perspectives through the entry point of visual symbols. The measurement of brand identity expression and brand image perception helps to clarify the communication gap between brands and consumers, which likely brings a referential logic to studies related to the development of brand-consumer relationships from a communication standpoint, and provides an integrated semiotic approach to correlating brand identity and brand image. Also, by utilizing the VSCPC framework in CB brands, this study undoubtedly provides objective findings and practical utility to both marketers and relevant researchers, as well as boosting inspiration for the direction of CB brand identity design optimization. However, this study still has certain limitations, and future more in-depth studies are needed to focus on other elements related to brand communication, and cover a larger sample size considering all customers of each bank brand.