TV광고에 나타난 스포츠 스타의 여성성과 이데올로기: 김연아와 장미란 광고에 대한 기호학적 분석을 중심으로

백선기 ( Seon Gi Baek ),손돈 ( Don Son ) 한국기호학회 2012 기호학연구 Vol.33 No.-

The purpose of this study was to figure out how TV advertisements(ads) represented sexuality of female sports stars, what kinds of signs they used to represent it, and what kinds of meanings such signs tended to imply ideologically in Korean society. In Korea, two female sports stars became very famous and welcomed. The one was Yuna Kim, a gold medal holder in figure skating at 2010 Winter Olympic Game, who was skinny and pretty, while the other was Miran Jang, a gold medal holder in female weight lifting at 2008 Summer Olympic Game, who was strong and healthy. The authors were interested in why they were differently treated in the TV ads, what was main content of each of their TV ads, how much different they were, and what such different contents could imply in Korean society. In order to solve these research questions, they collected two ads of each of them at Korean TV stations, 2010, as main research objects. Those ads were divided into linguistic part and image one, and each of parts was analyzed by semiotic research methods, especially, A Signification Model of Signs(SMS) which was recently suggested by Baek. As a result of this study, it was firstly found that there were clear different signs in TV ads between two female stars. Yuna Kim`s ads tended to show ‘skinny body’, ‘pretty face’, ‘erotic movement’, ‘sexual posture’, ‘seduce position’, and ‘childish action’ as important signs, while Miran Jang`s ads usually tended to express ‘healthy body’, ‘solid muscle’, ‘poker face’, ‘repeated weight lifting movement’, ‘manly posture’, and ‘responsible action’ as important signs. Secondly, there were different points of representation between them. The former pointed out ‘femininity’, ‘sexuality’, ‘prettiness’, ‘voluptuous charms’ and ‘sexual stimulus’, as the latter tended to focus on ‘masculinity’, ‘endurance’, ‘fortitude’, ``exertion’ and ‘earnestness’. Thirdly, there were different significations between them through such points of representation at the in-depth level of meaning. Through the Yuna Kim`s ads, it was signified that such pretty and skinny female sport`s star was considered as a sexual iconic figure, a erotic object, a sexual desire and a stimulus of passion. On the other hand, through the Miran`s ads, it was signified that such fat and strong female sport`s star was treated as a sort of androgynous appeal, a heroic figure, a hard worker, and a mentor for young athletes. Through this study, it was concluded ideologically that female sports stars could be signified differently by their pretties, shapes of body and outward appearances in the Korean society, even though they achieved similar kinds of outcomes in the international sports games.

‘천안함 침몰’ 사건의 보도 경향과 이데올로기적 의미

백선기(Seon-Gi Baek),이금아(Keum-Ah Lee) 부산울산경남언론학회 2011 지역과 커뮤니케이션 Vol.15 No.1

본 연구는 미디어 보도가 지니는 담론 형성과 그에 따른 이데올로기적 의미를 파악하고자 하였다. 미디어 보도는 수용자가 사회적 현실을 인식하는 데 중요한 역할을 하며, 특정 담론과 이데올로기적 의미를 생성한다. 이는 대부분의 수용자들이 미디어 보도를 통해 사안을 인식함을 의미한다. 특히 남북관계나 안보와 관련한 사안은 직접적으로 얻을 수 있는 정보의 양이 매우 적기 때문에, 수용자들은 미디어를 통한 간접적인 정보에 따라 사안을 인식하게 된다. 바로 이러한 점에서 남북관련 사안에 대한 미디어 보도는 중요한 역할과 기능을 수행한다. 이에 본 연구자들은 2010년 3월 발생한 ‘천안함’ 침몰 사건에 대한 우리 언론의 보도경향과 그에 따라 생성되는 담론 형성에 주목하였고, 그에 따른 이데올로기적 의미에 대해 숙고하였다. 분석대상으로 조선일보와 경향신문을 선정하였고, ‘천안함’ 침몰이 발생한 3월 26일부터 최종보고서가 발간된 9월 13일까지의 이들 신문들의 기사들을 수집하였다. 이들 기사들에 대해 백선기가 최근에 창안한 기호네트워크분석(Semiotic Network Analysis)과 담론구조분석(Discourse Structure Analysis)을 적용하였다. 연구결과, 각 언론사는 자사의 이념적 스펙트럼에 따라 우호적인 기호들을 사용하였고, 이들의 특정 네트워크를 구성하였음이 발견되었다. 그리고 이들 기호네트워크 구조들을 근간으로 각기 서로 다른 담론들이 생성되었음도 발견되었다. 이는 ‘천안함 침몰’ 사건에 대해 신문별로 서로 다른 성격의 사건으로 규정하였고, 서로 다른 해석과 해결 방안들을 제시하였음을 의미한다. 이로 인해 우리 사회는 천안함 침몰에 대해 전혀 다른 대립적 시각들이 존재하게 되었고, 이로 인해 사회는 이데올로기적으로 명료하게 분리되었다. The purpose of this study was to investigate media coverage patterns on the sinking of “Cheonan warship” and their ideological implications. On March 26, 2010 the warship was sunk suddenly by unidentified causes so that 46 crew members should be dead. in Korean society, it happened to occur many discourses about this incident through media coverage. Various rumors and suspicious arguments about its causes and means were suggested without any kinds of clarifications. The most controversial issue was whether it was caused by sea-missile assaults of North Korean forces’ or not. The society was severely divided into two groups on the basis of belief or doubt on it. The authors were interested in why this kind of split could happen to occur in Korean society, how much such kind of social phenomenon would be connected to media coverage, and what it would imply in Korean society. In order to solve these interests as well as research questions, they collected news items of two high circulative newspapers from March 26, 2010 to September 13, 2010. As one newspaper was conservative and anti-North Korea oriented, the other was progressive and pro-North Korea oriented. Each of news items was analyzed with a Semiotic Network Analysis (SNA) and a Discursive Structure Analysis (DSA) which were recently created by Seon-Gi Baek. As results of this study, it was firstly found that each of media tended to select specific signs and narratives to define the incident from its basic ideology and North Korea policy. The conservative newspaper tended to define it as ‘incident of North Korean attack’ and ask for ‘official sorry of North Korean leaders’, while the progressive newpaper defined it ‘unfortune accident’ and ask for ‘South Korean governmental responsibility’. Secondly, the former described such dead crew members as ‘war heroes’ because it assumed that they would be dead in the middle of battle, as the latter represented them as just ‘victims’ because they would be dead by uncertain causes. Thirdly, the former produced many discourses about ‘critic against the North Korean leaders’, ‘revenge against the North Korea’, ‘counter attack against the North Korea’, ‘reinforcement for the national security’, etc. On the other hand, the latter took initiatives to suggest another discourses about ‘critic against irresponsibility of South Korean government’, ‘doubt against the final report on the incident’, ‘warning against the reinforcement of national security’, etc. In conclusion, it could be argued that such kind of dividence in Korean society would happened to occur by the dichotomous coverage pattern between the conservative media and the progressive ones.

"촛불집회"에 대한 보도경향과 이데올로기 -백선기의 기호네트워크구조 분석(SNA)과 담론구조 분석(DSA) 적용을 중심으로

백선기 ( Seon Gi Baek ),백은정 ( Eun Jung Baeck ) 한국기호학회 2011 기호학연구 Vol.29 No.-

This study was conducted on the assumption that news coverage of media affects construction of reality of audiences, and examines the coverage patterns of news about ``2008 Candlelight Rally`` and its ideological meanings. The objects of research are news report articles from April 1st to August 31st of 2008 in Chosun ilbo and Hankyoreh Shinmun. Focusing on Baek`s Semiotic Network Analysis(SNA) and discourse analysis, the research was conducted with the news coverage patterns and SNA of news texts, and discourse structure. The results are as follows. Difference of phase 1 through SNA is the cause of movement which ``Chosun ilbo`` indicates ``MBC PD Diary`` unlike ``Hankyoreh Shinmun``. In phase 2, Chosun ilbo shows some elements of ``Changes of features of Candlelight Rally``, ``suspicion of secret syndicates of Rally``, and ``Seriousness on diffusion of false information in Internet media``. However, unlike Chosun ilbo, they criticized ``conservative press`` and ``government`` insisting about ``usefulness of internet media``, ``voluntary participation of attendees`` and ``suspicion of syndicates``. In phase 3, Chosun ilbo and Hankyoreh Shinmun criticized each other`s distorted news coverage in relation with controversial issue about intentional distortion of ``MBC PD Diary`` and ``oppressing movement of conservative newspaper advertiser``. In phase 4, there appeared some elements meaning ``termination of Candlelight Rally`` in Chosun ilbo. Meanwhile, elements related to ``continuation of Candlelight Movement`` appeared in Hankyoreh Shinmun, so both two papers showed semiotic signs about the inclination of their ideologies. For the result of discourse analysis, there was a big difference between two papers. From first phase to fourth, Chosun ilbo dealt about ``negative discourse of Candlelight Rally`` and ``pro-government discourse``, and ``pro-pro US policies discourse``, while Hankyoreh Shinmun showed opposite discourses such as ``positive discourse of Candlelight Rally``, ``anti-government discourse``, and ``Anti-pro US policies discourse``. Eventually, two newspapers showed that whenever newspaper companies produce news articles, they made those coincide with their ideological features, or build new meanings through the process connecting with other events. Finally, these two newspapers mentioned that when public opinions made news about the question pending, they proceed their news to unite their Ideological Meanings or they made new ideological meaning.

미디어의 사회적 죽음에 대한 재현과 맥락적 의미 -고(故) 노무현 대통령 서거 TV 보도에 대한 기호네트워크 분석(Semiotic Network Analysis)-

백선기 ( Seon Gi Baek ),김강석 ( Kang Seok Kim ) 한국기호학회 2009 기호학연구 Vol.26 No.-

The purpose of this study was to investigate patterns of media coverage on the death of former president Moo-Hyun Roh, and its social, political and ideological meanings in the context to Korean society. He had been a central figure who would turn the Korean society into very severe conflicts politically as well as ideologically. Nonetheless, after this death, the Korean society changed rapidly from the atmosphere of criticizing him into the climate for cherishing his great contribution. The authors raised three research questions; that is, `Were there any differences in covering his death among TV stations? If there were differences, what were they?`, `What were differences in types of representation and discourses among TV coverages?` and `What were ideological meanings in such kinds of different types of representation and discourse?`. In order to answer these research questions, they collected news items of three TV stations-that is, KBS 1-TV, MBC TV and SBS TV-from May 23, 2009 to June 10, 2009, and analyzed them through semiotic research methods, especially, Seon-Gi Baek`s `Semitoic Network Analysis(SNA)` and `Discoursive Structure Analysis(DSN)`. As a result of this study, first of all, it was found that there were differences in covering his death among three TV stations on the basis of its own ideological position and favor for or disfavor against him. Second, Korean TV media tended to pay attention to causes of his commit suicide as if it would be a normal incident of commit suicide in order to depoliticize it. Third, they tended not to focus various meanings of his death personally but to emphasize on political and ideological meanings of his death socially in the context to Korean society. In conclusion, the Korean media had a tendency of covering his death differently on the basis of its own political and ideological position: that is, the one tried to put more ideological and political meanings on his death, while the others were inclined to put more personal meanings on his death through de-politicizing meanings of his death.

온라인 인터렉티브 광고의 클릭과 판타지 생성

백선기(Seon Gi Baek),이구익(Goo Ik Lee) 한국광고홍보학회 2011 광고연구 Vol.0 No.91

본 연구는 온라인 인터렉티브 광고의 섹슈얼리티 제시와 그로 인한 성적 판타지 생성과의 상관성에 대해 고찰하는 것을 목적으로 한다. 온라인 인렉티브 광고는 기존의 평면적인 광고와 달리 다양한 단계를 전제로 한 점층적인 광고 형태이다. 특히 다양한 단계로의 진전은 온라인 이용자, 특히 소비자들의 ``클릭``이라는 접촉행위를 통해 가능해진다. 소비자들의 클릭이란 행위는 소비자들의 적극적인 참여를 기반으로 하며, 이를 통해 광고의 전체적 내용이 완성되는 양태이다. 그리고 소비자들의 클릭을 유도하기 위해 여성의 섹슈얼리티를 부각시키거나 강조하는 전략을 사용한다. 바로 이들 사이의 연계성에 대해 주목한 것이다. 이러한 연구목적을 달성하기 위해 2008년 1월부터 2009년 12월까지 Naver에 등장하는 다양한 온라인 인터렉티브 광고들을 수집하였다. 그 가운데 본 연구에서는 Naver의 첫 페이지에 등장하면서 화면전환이 빈번하게 발생하는 휴대폰 광고들에 주목하여 두 가지 광고를 선정하였다. 하나는 SKY Sexy Back휴대폰 광고와 팬택 시리우스 휴대폰 광고였다. 이들 광고의 첫 단계의 화면, 다음 단계의 화면, 최종 단계의 동영상 화면들을 추출하여, 각각의 언어와 영상화면에 대한 기호학적 분석방법들을 적용하여 분석하였다. 특히 바르트의 사진화면 분석방법, 윌리암슨의 광고기호학적 분석, 및 백선기의 기호의 2단계 의미분석 방법을 활용하였다. 분석결과, 첫째, 이들 온라인 인터렉티브 광고들이 여성의 섹슈얼리티를 다양하게 활용하여 소비자들의 성적 욕망이나 판타지를 생성하도록 소구되었음을 발견하였다. 둘째, 이러한 여성의 섹슈얼리티와 그로 인한 성적 욕망이나 판타지는 하나의 단계에서 종결되는 것이 아니라 보다 자극적이고 선정적인 단계로 이동하면서 전개되는 점층적 단계로 구성되었음을 밝혀냈다. 셋째, 이러한 성적 욕망과 판타지가 소비자들의 ``클릭``이라는 참여적 행위를 통해 더욱 더 구체화된다는 점도 발견하였다. 요컨대, 온라인 인터렉티브 광고는 여성의 섹슈얼리티를 중심으로 광고의 독특한 양태와 소비자의 성적욕망과 판타지가 접점을 이루고 있는 것이다. The purpose of this study was to investigate ways how the online interactive advertisements would create sexuality, how such sexuality could be matched with fantasies of online users` or consumers`, and what kinds of in-depth meanings should be implied. In the online interactive advertisements, there was a unique procedure which was actively involved by ``touches`` of online consumers`. This is the very moment for connecting sexuality of advertisements to individual desires or fantasies of online consumers`. On order to attain this investigation, the authors selected three mobile online interactive advertisements, especially advertising banners of the branding board at the front pages of Naver portal site. The advertisements had been shown at the fron pages of Naver site from Jan. 1, 2008 to Dec. 31, 2009. Each of advertisements were divided into different levels, that is, front page, second page and final page, and each of these contents were analyzed by various semotic research methods, especially Baek`s Semiotic Framed Analysis(SFA). Through this study, it was firstly found that the mobile online interactive advertisements could provoke sexual desires or fantasies of online consumers` by seducing personal touches on them. Secondly, it also found that level of sexuality in such advertisements would be more sensitive to match with higher level of sexual fantasies of online consumers`. Thirdly, it could be speculated that such online advertisements would be more increased to stimulate or seduce personal sexual desires or fantasies of online consumers`.

영화에서 표출된 정념의 기호와 그 함축적 의미 -영화 2010 <하녀>에 대한 기호학적 분석을 중심으로

백선기 ( Seon Gi Baek ) 한국기호학회 2010 기호학연구 Vol.28 No.-

The purpose of this study was to investigate signs of passions in the mass culture and their implication with basic concepts of passions and the Semiotics of Passions. The author reviewed various concepts about the passion and many arguments on the Semiotics of Passions from the old western scholars to the recent scholars. With this kind of theoretical background, the author tried to apply basic concepts of passions for analyzing a film to figure out how many passions would be based on. He selected the film <The Housemaid> which was controversially discussed in the Korean society, 2010. As results of this study, it was firstly found that there were various passions based on the film as follows; `betrayal` `distrust` `disgust` `jelous` `sexual fantasy` `revenge` `commit suidcide`, etc. Secondly, these passions could be produced through conflict interrelations between different characters in the film. Thirdly, such kinds of passions also could be based on the sign-narrative structure of the film which tells a story. In short, through this study, it could be concluded that the Semiotics of Passions should be applied properly for analyzing any mass cultural products to find out their in-depth structure and narrative structure.

사회적 네트워크 서비스(Social Network Service)에서 표출되는 표현들의 기호적 속성과 의미의 함축성: -주요 사회 의제에 관한 트위터 내용들에 대한 기호학적 분석을 중심으로

백선기 ( Seon Gi Baek ) 한국기호학회 2011 기호학연구 Vol.30 No.-

The purpose of this study was to concern mainly signs of the Social Network Service (SNS) about important societal agendas and investigate their meanings implied in the society. The SNS has become a kind of public medium about societal issues though it was started as a sort of private or individual medium about individual issues. In order to attain its purpose, the author raised several research questions; ``what were categories for signs of the SNS about specific societal agendas?``, ``what were over-lexicalized in those signs?``, ``what were pre-supposed under such signs?`` and ``what were implied in Korean society by such signs?``. For answering these research questions, he selected four agendas as specific societal agendas, and collected about 800 tweeted contents in the Twitters for them. The retweeted contents were analyzed by several semiotic research methods; ``categorization analaytic method``, ``over-lexicalized research method``, and ``pre-supposition research method``. As some results of this study, it was firstly found that the contents of Twitter could function to produce public discourses about specific societal agendas. Secondly, it was found that such contents of the Twitter could produce public discourses with emotional signs. The public discourses were normally categorized as emotional criticts aginst some societal agendas without any kinds of rationality. Thirdly, the public discourses in the Twitter would be seemingly progressive, anti-ruling party, labor-class favored and pro-civilian oriented. Forthly, it was found that such signs of SNS would concern mainly on present societal phenomena rather than on their causes or reasons. Finally, it was concluded that the SNS was not able to be an absolute medium for public discourse but an uncertain one with emotional signs for public discourse.

역사의 현재적 재현과 시기별 의미구성 차이 -TV 역사드라마 <대왕세종>과 <뿌리 깊은 나무>에 대한 기호학적 분석을 중심으로

백선기 ( Seon Gi Baek ),오덕현 ( Duk Hyun Oh ) 한국기호학회 2013 기호학연구 Vol.34 No.-

The purpose of this study was to find out differences of representations of King Sejong, one of the greatest kings in the Choseon Dynasty, and their different meanings between the drama, <The Great King Sejong> of KBS TV and another drama, <Tree with Deep Roots> of SBS TV. These two dramas represented a historical figure, King Sejong, but types and styles of depictions of him were so much different between them. The former was run on KBS TV in 2008, while the latter was done on SBS TV in 2012. The authors collected the 75th-86th episodes of the drama <the Great King Sejong> and all the 24 episodes of the drama <Tree with Deep Roots>, analyzed each of the dramas with various research methods such as semiotic research methods, narrative analytic methods and discoursive structure analyses. As some results of this study, first of all, it was found that the King Sejong was represented as a hero in the drama <The Great King Sejong>, while he was described as an ordinary person in the drama <Tree with Deep Roots>. Secondly, main story-telling of the former was based on his great contribution of creating the Korean alphabet, Han-geul, sacrifice of his health, care for people, and competition for China to keep Korean pride, etc., as the story-telling of the latter was done with his individual intentions of replacing the established political power groups, a political strategy of getting supports of peoples through using the (newly invented writing system) Han-geul, societal desires for looking up people with a new class, etc. Thirdly, the former focused on his leadership and responsibility through a dominant ideology, while the latter paid attention to his political intentions and desires with a counter ideology. In short, it was concluded that each of the dramas represented the same historical figure differently so that it could implicate different meanings reflexing with different social contexts.

한국방송의 국제화 경향 평가

백선기(Seon-Gi Baek) 한국방송학회 2000 방송통신연구 Vol.- No.51

한국방송의 국제화 경향 평가

백선기(Seon-Gi Baek) 한국방송학회 2001 방송통신연구 Vol.- No.53