소비생활 이야기에 반영된 소비자의 사회문화적 경험 분석: Narrative 분석의 실험적 적용 = An Analysis of Consumers' Socio-Cultural Experiences Expressed in Consumption Stories : An Experimental Application of a Narrative Analysis

다국어 초록 (Multilingual Abstract)

The purpose of this study is to understand the context of cosumers' lives in Korea with a narrative analysis method. The epistemological orientation of eh narrative analysis is Interpretivism, which blends the two polar philosophical perspectives, Empiricism and Rationalism, and includes Narrotology, Hermeneneutics, Semiotics, and Structural Criticism. Narrative analysis takes as its object of investigation the story itself. This study collects eleven narrative plots from four housewives, into which Labov's structural approach is applied. This study shows clearly that the socio-cultural environment in which consumers live has strong influence on their consumption behavior and also reveals that narrativization tells not only about past actions but how individuals understand those actions, that is, meaning.