한국의류학회지 (Journal of the Korean Society of Clothing and Textiles)

  • 제46권1호
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  • Pages.99-115
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  • 2022
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  • 1225-1151(pISSN)
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  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
권호 표지
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소셜 미디어 이용과 사회자본 -패션 인스타그램 및 유튜브를 중심으로-

Social Media Usage and Social Capital -Focused on Fashion Instagram and YouTube-

  • 박주하 (서울대학교 의류학과) ;
  • 허유선 (서울대학교 의류학과) ;
  • 이하경 (충남대학교 의류학과) ;
  • 전재훈 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Park, Juha (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Her, Yusun (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Lee, Ha Kyung (Dept. of Clothing and Textiles, Chungnam National University) ;
  • Chun, Jaehoon (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 투고 : 2021.10.26
  • 심사 : 2022.01.05
  • 발행 : 2022.02.28
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초록

The purpose of this study is to explore the benefits of social capital obtained through the use of social media from the perspective of fashion. The study conducted in-depth interviews with 10 women in their 20s who utilized Instagram and YouTube for fashion-related activities. The results show that bonding social capital was related to Instagram and led increasingly to narrow and deep relationships with acquaintances who had already established offline relationships. The study also finds that informational benefit was derived from people who use Instagram image information for smart fashion consumption; in addition, positive feedback on their posts brought the emotional benefit of psychological satisfaction. On the other hand, bridge social capital developed from YouTube users and subscribers. The study discovers that YouTuber public communication or the exchange of opinions leads to an increase in bridge social capital, which is a wide and shallow relationship. Video-based YouTube brought informational benefits as a specific product description, and there were emotional benefits in terms of entertainment while watching videos that combined fashion and entertainment. This report sheds light on individual fashion activities on social media, which is discussed from the perspective of social capital.

키워드

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