셀러브리티의 팝아트적 표현이 대중들의 모방에 미치는 영향에 관한 연구

Abstract

ABSTRACT

A Study on the Effect of Celebrities' Pop Art Expression on Public's Imitating Behavior

By : Do, Kyung-Eun Advisor : Prof. Choe, Young-Hoon Department of Art. Graduate School of Chosun University

The development of various mass media including computer and IT technologies presents a great deal of information for today's people. Especially, the impacts of every word and action by a celebrity, the so-called 'star' who is shown in all sorts of visual matters, on the general public including teenagers are powerful. Therefore, the impacts of celebrity's popularity and influence on the public is evaluated to be an important marketing data in fashion industry towards the teenagers who like to imitate the celebrities. The purpose of this study is to examine the effects of celebrity's own characteristics and their images on the public's attitudes and behaviors, as the influence of popular culture such as a pop-art on the general public is growing bigger. In general, people experience a friendly feeling towards a trendy music, drama, celebrity and their style. Thus, there are followers as fans who have very strong affection for their celebrities. In this study, I attempted to explore the effect of sympathizers on their positive attitudes and imitating behaviors towards a celebrity. In order to conduct this study, several pictures of celebrities were selected from the five fashion magazines which published in recent two years and were classified as a general or pop-artistic celebrities. Further, the effect of celebrity's own characteristics and their images on the respondents' emotional attachment and preferences for the celebrity were determined. The influence of conformity on the sympathizers' attachment and preferences for a celebrity was also examined. Finally, the effect of attachment and preferences for a celebrity on the imitating behavior of general public was empirically tested. The results of this study are as follows; Celebrity's characteristics and image were divided by two or three properties as an attractiveness, sincerity and professionalism, and as an amusement and kitsch style, respectively. First, in case of general celebrities, only the attractiveness have a significant impact on the respondent's attachment for the celebrity, while the sincerity and amusement have a meaningful effect on the preference for the celebrity. However, in case of celebrities in pop-artistic field, the respondent's attachment is significantly influenced by the sincerity and amusement of the celebrity, while the preference for the celebrity is influenced by all the factors except the professionalism. These results indicate that the sincerity and amusement of a celebrity in pop-artistic field are important factors for a positive attitude of people to them. Therefore, if celebrities induce their sincerity, wits or amusement and a new image unlike previous image in their general life to the public, they can expect a positive attitude of people to them. It has been proved that many pop-artistic stars promote their popularity what is different from their established impressing image by showing a feeling of intimacy, fidelity, simplicity with other general people on TV programs such as a talk-show or real variety-show which is irrelevant to their own professional fields. Second, by an observation of the effect of sympathizer or follower group on the attachment for a celebrity, friends are the most important factor in the attachment for a pop-artistic celebrity. This result suggest that they tend to form a close emotional relationship with their peer group including peer friends who like a certain celebrity raised in top as a mass-cultural icon. Especially, teenagers express strong sympathy for a favorite pop-artistic celebrity since the influencing power of their peer group is not negligible as they make a friendship with who feel sympathy for a stress against learning and mental conflict with their parents. Third, by verifying the effect of attachment and preference for a celebrity on the imitating behavior of general public, affection for a conventional celebrity is significant motive of their imitating behavior, while both attachment and preferences for a pop-artistic celebrity have an impact on the imitating behavior. This result suggest that people tend not only to maintain a constant relation with a celebrity in culture and art, but also to make an effort to regard themselves as in the same light as the celebrity if the cultural or artistic valuation of the celebrity is relatively higher than other celebrity. Fourth, people prefer common life style or item among the pop-artistic fashion or items and imitate that easily. This result indicates that pop-artistic celebrity have a strong effect on the imitating behavior of general public, and it is important to recognize that the imitating behavior is frequently shown by sympathizer or follower group as well as individual. Taken together, this kind of study will be useful for an enhancement of fashion industry as an important basic data for a marketing strategy in the selection of fashion style or item.