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http://dx.doi.org/10.30693/SMJ.2021.10.4.91

(Types of metonymy applied to emoticons and their salience attributes - Focusing on the comparison of high-context and low-context emoticons -)  

Kim, Chan Hee (조선대학교 창의공학디자인융합학과)
You, Si Cheon (조선대학교 디자인공학과 & 조선대학교 대학원 창의공학디자인학과)
Publication Information
Smart Media Journal / v.10, no.4, 2021 , pp. 91-101 More about this Journal
Abstract
Visual communication based on socio-cultural context, such as emoticons on social media, is increasing. Therefore, it is necessary to study the visual expression of metonymy as a means to correctly understand the communication method in the age of visual culture. The purpose of this study is to explore how metonymy is visualized within a cultural context. Specifically, , a typical underlying phenomenon of metonymy expression, and the expression principles of various reproduced through it are identified by pairing them with the cultural context. Based on context theory, which is a representative discourse in the social science field, emoticons from in high context and emoticons in in low context were selected and compared as case study subjects. The major findings are: First, a visual application model of metonymy was proposed regarding the process through which metonymy is reproduced as a visual result. Second, the types of metonymy and their salience attribute applied to the emoticon expression method was identified in detail. Third, based on the contextual theory, how the characteristics of high-context visual metonymy differ from that of low-context visual metonymy were presented. In the future, the results of this study can be used as a criterion for judging the local acceptability and local suitability of design results in the design development process that requires the use of localization strategies.
Keywords
Visual metonymy; Context theory; Salience; Emoticon; AfreecaTV; TwitchTV;
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