• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.54-62
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• 2016

This study conducted semiotic analysis of drama . Based on Paradigm, Syntagm concept, I apprehended the characteristics of descriptive structure of drama, characters and contemplated on ideology reflected in the drama. As a result, it has approaching method of Critical Pluralism which strongly exposes resistance ideology. The drama intensified Classical Ideology such as gender role, hero, and family ideology, also it consists of Humane Introspection Ideology such as self-understanding, mutual-understanding, and self-serving bias.

• Journal of Digital Convergence
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• v.13 no.11
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• pp.1-6
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• 2015

This study is based on semiotic analysis with a focus on film 'Veteran'. The film is to the reproduced movie in the sign for social problems facing our society. The purpose of this study is to interpreted the implication is that referents and presents of the film to be directed by semiotic. The methodology is the study that the Saussure's semiology as a signifier and signified, and Peirce's semiotic as iconic, index, symbols in contemporary scholars. The Semiotics is analyzed on the basis myth and ideology of Barth. The film director thinks the 'veteran' was replaced by the implications of the role of the actor as a signifier that is the out referent of our society. Thus, the film was sublimated into more than the real as myth in our society desires. So, our society is to implement the right ideas as ideologies process. that is, rewarding the good and punishing the evil, and eventually implement justice society. The implications of this study is going to create a society that is not for specific groups tycoon, is for mutual dependence like the interpretation of the song of the film veteran.

• Korean Journal of Communication Studies
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• v.20 no.2
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• pp.105-132
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• 2012

This study is designed to explore the persuasion strategies applied to the student recruitment advertising of the Korean universities. Advertising is a "mirror" of a consumption culture in the sense that an advertising message is composed of the major consumption values (as the persuasive appeals) and the major premises of the consumption culture (as the persuasive premises). Furthermore, the analysis of the persuasive appeals and premises in advertising reveals the ideologies that govern the consumption culture. Thus, this study attempts to explicate the value systems and ideologies of Korean universities in the society by a semiotic decoding of their advertising text. Semiotic approach to "decoding advertising text" allows us to classify advertising signs and sign systems in relation to the way they are transmitted. To achieve this goal, this study investigates three research questions: ① What are the major persuasive appeals appeared in the university advertising? ② What are the persuasive premises underlying those persuasive appeals? ③ What are the ideologies that govern those persuasive appeals and premises in Korean university advertising? The study result reveals 15 major persuasive values and premises along with the four major ideologies governing the symbolism of Korean universities.

• The Journal of the Korea Contents Association
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• v.17 no.3
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• pp.609-623
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• 2017

This study intends to find the meaning of signs' configuration in Korean and British school uniform advertisements, to investigate through reproduction of such signs what influences on students' identity issues are, and to discover the cultural significance of the both nations by analysing sexuality discourses around these ads. The authors apply semiotic analysis methods such as two-stage meaning structure and critical discourse analysis. The research subjects are School uniform advertisements of both in South Korea and in the UK. Through this study, women objectification, the power imbalances between men and women, and child erotica were revealed, and also the uniforms of the meaning and value turned out to be distorted. In addition, on the basis of critical discourse analysis, two nations' school uniform ads, which heavily focused on sexual objectification and commercialism, transformed aspects of unusual esthetic value, reminded of Lolita fantasy, implied wrong justification of deviant sexual orientation, and, caused Korean and British students the confusion of sexual identity and values.

• Journal of the Korean Geographical Society
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• v.43 no.4
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• pp.599-619
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• 2008

Korean peninsula has a long history and a geopolitical location as a buffer tone, which has provided the conditions for cultural dynamism and diversity across space and time. The changing processes of place names in Korea is considered to be better suited to the study on cultural politics that is interested in the culture wars over the meaning of culture among different social subjects. In order to ensure the legitimacy of cultural politics for the study of place names in Korea, this study attempts to make a theoretical construction based on the concepts of place identity, territorial contestation, and the politics of scale. Cultural and linguistic theories to be best applied to the study of place names in Korea are the theories on Angehm's and Castells' identity, $P{\hat{e}}cheux's$ identification, Hall's decoding, and Voloshinov's ideological sign. Power relations involved in the inclusion and exclusion are necessarily concerned with the process of constructing a place identity or territorial identity by means of a place name, which represents identity and ideology of a social subject. In the examination of this process, it is necessary to take the elements of identity, ideology and power relations into consideration. In this study, therefore, the politics of scale is experimented for its applicability in the study of place name in Korea, which is expected to accommodate concepts of boundary, territory, territoriality and territorialization. In the end, it is suggested in this study that a series of basic and interdisciplinary studies on the cultural politics of place names in a range of area should be undertaken along with the enough theoretical knowledge of cultural politics.

• 기호학연구
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• no.57
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• pp.7-26
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• 2018

The purpose of this paper is to interpret the discourse on design thinking through the perspective of Roland Barthes' Mythologies. To this end, this paper will explore the mythologization process of design thinking using the methodological framework of Barthes, which structurally interprets the connotations produced using semiosis. Design thinking originally refers to a method which is used in the process of planning ideas about designs in order to create the final products for professional designs. However, design thinking has recently attracted more interest from the public because it has become known as a tool for solving various problems which exist outside of the field of design, such as social issues, management, and marketing strategies. Barthes points out that myths are used as a tool to deliver ideologies. He also emphasizes the importance of 'structural thinking'. It interprets the inherent connotative meanings more than the denotative meanings, which are explicitly shown. One of the most powerful ideologies which our society embraces today is creativity. Design thinking realizes the manifestation of creativity through a schematized process. This can be explained by considering design thinking as an icon that is specifically turned into a figuration to realize its objectness, in which a discourse for solving issues and social codes meet together and form a mythology. The mythologies that Barthes cites in his book refer to mythical values created by the cultural codes which humans have produced in our modern and contemporary age. The symbolic value of design thinking has become more important than the signifier which design thinking itself presents. This means that design thinking has become a sign that has mythical properties. In other words, the ideology of creativity embodied by design thinking has attained a mythological status, as it produces a new cultural code through innovation. The process of interpreting a phenomenon using the perspective of semiotics is an important tool that allows us to examine the concept of an object and its surroundings thoroughly. This paper attempts to expand the external scope of critical analysis about social phenomena by using the signs which continuously reveal themselves in common ideologies, such as design thinking, which has been gaining more popularity recently.

• Korean Journal of Communication Studies
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• v.18 no.4
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• pp.31-50
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• 2010

This study is designed to decode the persuasion strategies in the advertising targeted for children from a semiotic perspective. Semiotic approach to "decoding advertising text" allows us to classify advertising signs and sign systems in relation to the way they are transmitted and communicated. In this strategic process of advertising production, the producers use various "expressive techniques" and "persuasive appeals, premises, and ideology" shared by the members of the society. This study investigates Korean print media advertising for children with the following research questions: ① What types of expression techniques are employed in the print media advertising for children? ② What types of persuasive appeals(consumption values) are used in the print media advertising for children? ③ What are the persuasive premises(cultural premises) underlying those persuasive appeals? ④ What is the structure of ideology that governs those persuasive appeals and premises in the advertising for children? The study result reveals seven most frequently employed expressive techniques, ten major types of persuasive appeals and premises, and the structure of ideology governing the signs and signification systems in the advertising targeted for children.

• Korean journal of communication and information
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• v.28
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• pp.43-76
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• 2005

This study focused on the wedding ceremony. It was considered as important social text containing cultural codes of Korean society related gender system. Using the concepts of 'Myths', introduced by Barthes, this study analysed every procedure of wedding ceremony prevailed contemporary Korea. Romantic Love, creation of the ideology system of Western bourgeois and peculiar Confucian ideas about gender structure in Korean patriarchy system are both important frames determined wedding culture in Korea society. Thus this study divided wedding ceremony into displaying sphere and non-displaying sphere. Then, displaying sphere was framed by myth of romantic love, but non-displaying sphere was framed by traditional Confucian ideas. And, the transformation of contemporary wedding ceremony has the nature of kitsch, related the radical change of Korean class structure, also it worked as myth reveled up the unequality of present gender system.

• The Journal of the Korea Contents Association
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• v.16 no.1
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• pp.107-120
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• 2016

The purpose of this study was to analyze representations of fatherhood of childcare entertainment reality programs. For this purpose, two episodes of of MBC were analyzed by semiotic analytic methods, especially, signs, images, combined level of significations, etc. The results indicated that fathers of the programs reflected modern ideal images of feminist fatherhood in which fathers cooperated to care children with mothers, and played the role of intimate friend-daddies, daddies as friends. A post-modern male ideology was inherent in those fatherhood changes. Those fathers in this program intermittently exposed narratives of inexperienced fathers while dedicating themselves to cooperative childcare adequate to the purpose of the program, suggesting that it would reproduce the mother-childcare ideology as a result. Furthermore, although such reflected changes towards fatherhood enthusiastically involving in childcare represented the modern ideal fatherhood, it is still identified that gender stereotypes, gender-based discrimination and patriarchal male ideologies were inherent in the ways of their guiding children. In short, such trend of friend-daddies did not imply an revolutional change from male-centered patriarchal family structures to male-female cooperated family structures.

• Korean journal of communication and information
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• v.50
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• pp.50-72
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• 2010

The purpose of this study was to investigate representation of media on Korean controversial historical incidents and its myth and ideology. Especially the authors paid attention to the MBC-TV Documentary which had dealt with many controversial issues in Korean society. Those issues had never been dealt by other Korean media before it began to do. Three episodes about the South-North Korea related issues were selected as main object of this study and were analyzed with various semiotic research methods, especially, paradigmatic analytical method, narrative analytic method and mythical analytic method. As a main result of this study, it was found that the Documentary tended to represent such controversial historical issues very differently from the previous representations of old newspapers'. Th e old newspapers tried to establish old myths; that is, 'myth of national crisis', 'myth of anti-communism', 'myth of scapegoat of college students', 'myth of intelligent agency's monopoly', 'myth of social stablization', etc, while the documentary changed to build up new myths; that is, 'myth of humanities', 'myth of peaceful unification', 'myth of freedom and democracy', 'myth of human rights, etc.' In short, it was concluded that the documentary was able to change some previous myths and ideologies through its changing representations.