• Journal of the Korean housing association
• /
• v.13 no.3
• /
• pp.11-20
• /
• 2002

The purpose of this study is to find out the meanings of water and water spaces in the Western architecture. The meaning of water is investigated by means of mythology and literature studies. It is found that water has ambivalent meanings, i.e. life and death, creation and destruction, chastity and sensuality. The meanings of water spaces in the Western architecture are dramatic, secret and dynamic, and represent publicity, verticality, formality in addition to desire for authority and realization(embodiment) of paradise. Water space is an essential component of beautiful and dynamic spaces and is used to revitalize dreary spaces.

• Asia Marketing Journal
• /
• v.15 no.4
• /
• pp.131-159
• /
• 2014

Corporate rebranding has been evident in the qualitative corporate rebranding studies as an imposed organizational change that induces mixed reactions and ambivalent attitudes among consumers. Corporate rebranding for the established and familiar corporate brands leads to more ambivalent attitudes as these companies represent larger targets for disparaging information. Consumers are found to hold both positive and negative reactions toward companies and brands that they are familiar with. Nevertheless, the imposed change assumption and ambivalent attitude, in particular corporate rebranding, have never been widely explored in the quantitative corporate rebranding studies. This paper aims to provide a comprehensive empirical examination of the ambivalence towards rebrandingrebranded brand attitude-purchase intention relationships. The author proposes that corporate rebranding for familiar corporate brands is a double-edged sword that not only raises the expectation for better performance, but also induces conflicted and ambivalent attitudes among consumers. These consumers' ambivalent attitudes are influenced by both the parent brands-related and general attitude factors which further affect their rebranded brand attitude and purchase intention. A total of 156 useable questionnaires were collected from Malaysian working adults; and two established Malaysian airfreight operators were utilized as the focal parent brands. The study found a significant impact of prior parent brand attitudes on ambivalence towards rebranding (ATR). The parent brand attitudes served as anchors in influencing how new information was processed (Mazaheri et al., 2011; Sherif & Hovland, 1961) and closely related to behavioral intention (Prislin & Quellete, 1996). The ambivalent attitudes experienced were higher when individuals held both positive and negative reactions toward the parent brands. Consumers also held higher ambivalent attitudes when they preferred one of the parent brands; while disliked the other brand. The study also found significant relationships between the lead brand and the rebranded brand attitude; and between the partner brands and ATR. The familiar but controversial partner brand contributed significantly to the ambivalent attitudes experienced; while the more established lead brand had significant impact on the rebranded brand attitude. The lead and partner brands, though both familiar, represented different meanings to consumers. The author attributed these results to the prior parent brand attitudes, the skepticism and their general ambivalence toward the corporate rebranding. Both general attitude factors (i.e. skepticism and general ambivalence towards rebranding) were found to have significant positive impacts on ATR. Skeptical individuals questioned the possibility of a successful rebranding (Chang, 2011) and were more careful with their evaluations toward 'too god to be true' or 'made in heaven' pair of companies. The embedded general ambivalent attitudes that people held toward rebranding could be triggered from the associative network by the ambiguous situation (Prislin & Quellete, 1996). In addition, the ambivalent rebranded brand attitude was found to lower down purchase intention, supporting Hanze (2001), Lavine (2001) and van Harreveld et al. (2009)'s studies. Ambivalent individuals were found to prefer delay decision making by choosing around the mid-ranged points in 'willingness to buy' scale. The study provides several marketing implications. Ambivalence management is proven to be important to corporate rebranding to minimize the ambivalent attitudes experienced. This could be done by carefully controlling the parent brands-related and general attitude factors. The high ambivalent individuals are less confident with their own conflicted attitudes and are motivated to get rid of the psychological discomfort caused by these conflicted attitudes (Bell & Esses, 2002; Lau-Gesk, 2005; van Harreveld et al., 2009). They tend to process information more deeply (Jonas et al., 1997; Maio et al., 2000; Wood et al., 1985) and pay more attention to message that provides convincible arguments. Providing strong, favorable and convincible message is hence effective in alleviating consumers' ambivalent attitudes. In addition, brand name heuristic could be utilized because the rebranding strategy sends important signal to consumers about the changes that happen or going to happen. The ambivalent individuals will pay attention to both brand name heuristic and rebranding message in their effort to alleviate the psychological discomfort caused by ambivalent attitudes. The findings also provide insights to Malaysian and airline operators for a better planning and implementation of corporate rebranding exercise.

• The Journal of the Korea Contents Association
• /
• v.17 no.10
• /
• pp.492-502
• /
• 2017

This study, by analyzing two recent television dramas, attempts to identify the ways how popular cultural texts deal with supernatural beings and to discuss political meanings of the ways in the context of neoliberal Korea. The results are: (1) The narratives make a clear line between the supernatural and the ordinary. (2) The supernatural is effectively used in the narratives to extend the boundary of conflict structure towards structural social problems that the society is now facing. (3) When the text resolving the conflicts, the supernatural is also critical, which makes the whle narrative in line with fantasy rather than reality. These results suggest that the conclusion of the previous studies, arguing the use of the supernatural by popular cultural texts tends to function as a form of resistance against neoliberal discourse structure, needs to be negotiated. It is also reaffirmed that we need to explain political meanings of popular cultural texts dealing with supernatural beings, with its double-sided and ambivalent effects.

• Journal of Korean Academy of Fundamentals of Nursing
• /
• v.14 no.3
• /
• pp.361-370
• /
• 2007

Purpose: With the increasing opportunities for students to transfer into nursing from other departments or after graduation, it is important to examine how these students adapt to clinical work in the hospital setting after graduation. This study was done to describe the adaptation experience of older graduate nurses in hospital settings and to understand the meanings and search the nature of their experience. Method: For this study, the participants were 6 nurses who entered nursing after having graduated from college or university in another field. The data were collected through in-depth interviews from March to April 2007 and analyzed by Colaizzi's phenomenological method. Results: The essential themes of the adaptation experience for older graduate nurses were the following 6 categories: taking responsibilities for the expected role according to one's age, following the rules of senior-junior hierarchy, being ambivalent about one's older age, expanding one's support system, getting rid of the concept of age difference and establishing the expected position appropriate for one's career. Conclusion: For older graduate nurses, interpersonal relationship factors were more important than work related factors. Therefore, it is important to create a more flexible nursing culture to ease the adaptation of these older graduate nurses.

• Korean Institute of Interior Design Journal
• /
• v.26 no.2
• /
• pp.55-63
• /
• 2017

Recent projects of Japanese architect, Ito Toyo have been evolved into innovative and experimental stages that are unique and different from other contemporary architects. Since Ito established his own office in 1971, there were several critical changes and developments in terms of architectural philosophy as well as design methods. Particularly, after Sendai Mediatheque, Ito has tended to focus on creating three-dimensional organic body in which architectural form, space, structure, facilities, images are merged all together. With this new type of three-dimensional structure, Ito aims to generate a new notion of architecture as 'living organism'. This paper tried to analyze Ito's new concept of architecture, design process of three-dimensional organic body and its ultimate characteristics and meanings. For the analysis, three projects were selected: Taichung Metropolitan Opera House(2005), Berkeley Art Museum and Pacific Film Archive(2007), The New Deichman Library in Oslo(2008). These projects clearly represent several types of three-dimensional organic body. After the comparative studies, it is found that, in Ito's design process and method, there are unique characters: ambivalent relationship between plan and three-dimensional form, aiming new/hyper reality through complicated collaboration of analogue and digital design tools, and contradictory relationship with surrounding urban context. Although there are some limitations and restrictions, ever-evolving Ito's design concept and methods are very much valid and meaningful in contemporary spatial design in various perspectives.

• Korean Institute of Interior Design Journal
• /
• v.25 no.2
• /
• pp.3-12
• /
• 2016

Aires Mateus Architects is one of the most well-known Portuguese architects after $\acute{A}lvaro$ Siza and Eduardo Souto de Moura. The studio shows clear design methods in which the relationship between solid mass and void space are creatively inter-connected. Subtractive transformation of form is the fundamental aspect of this relationship. Most of Aires Mateus' projects were designed based on the subtractive method. Although subtraction can be seen as architectural formal presentation, in Aires Mateus' cases, there are deeper logics, strategies, and meanings. Not only to create a form, subtractive method has been flexibly used to organize and compose different programs and spatial atmosphere. To examine this hidden dimension of Aires Mateus' unique design process, 5 case projects were selected and analyzed in detail based on program, light & visual-perception, and site's placeness. From the case study results, it is found that there are much deeper role of subtraction: relationship between solid-void are constantly changing to generate serviced and servant spaces, there are central spaces that are contrast against the complexity of exterior forms, aiming to build an archetypal form that transcends ever-changing time, ambivalent balance between universality and peculiarity in the genealogy of contemporary architecture. The study concluded that the unique characteristics of subtraction method as design organization have various possibilities that can apply on other architectural and interior projects which would have similar ideas and circumstances.

• Journal of Science of Art and Design
• /
• v.7
• /
• pp.5-63
• /
• 2005

Generally, the meanings of destruction are related in the meaning of demolition, breakdown, into fragments ... and so on, and the similar meanings are twist, crush, demolish, split, cut, into pieces , break up ... etc. Further, it has related in the cruelty and destructive heart which are linked with orgy, Sadism, Necrophilia and so on. The meanings are also expressed by the initial , which are deprivation, deface, defame, deform, degrade, delegitimize, denounce , deride, destroy, devalue, as well as debase, debunk, declaim, declassify, decry, delete, denigrate, deprecate, despise or detract ...and so on. Dario Gamboni has discussed the meaning in his book as two categories Iconoclasm and Vandalism. And the similar meanings could be found in the words which has the initial of , like abase, abate, abhor, abjure, abolish, abridge, abuse ...and so on. Even though the distinct meanings of Iconoclasm and Vandalism, it is not easy to distinguish clearly between the differences when the results are accomplished in contemporary paintings because of the similarity of the results. In korean vocabulary there are no similar words to distinguish between the meanings of destruction and deconstruction, and the deconstruction is not recorded in the general dictionaries. However the meaning of is diminishing, separation, contrast and so on. So the unification of the word as do-construction is not construct, minus construction, reverse construction. And Vincent Ditch explained that there are the meaning of destroy the text. From Jacques Derrida, the deconstruction strategy is to criticise the world of traditional metaphysics and logocentrism, and not to reconstruire the philosophical meaning of texts but $d\'{e}construire$ them. And Saussure emphasized that the signifers could have more meaning that there can be more signified in traditional texts in the art. as a result, deconstruction is explained that there are many signified meanings in a signifer. In this thesis , from using the meanings of destruction and deconstruction, to distinguish the expressive skills in contemporary art works are arising. Therefore, special methods which are linked in the destruction styles are selected. As a result, the two different purposes of destruction is arising, one is enmity destruction and the other is self destruction another word, auto destruction or destruction to create The enmity destruction can be distinguished by the two category Iconoclasm and Vandalism. They come from the moment of different historical aspect is arising and want to attack the Icon or masterpiece this concept is from the study of John Philips and especially iconoclasm is linked with religious and artistic heart, but Vandalism is come from the political attack. Sometime, this distinguish is not clearly arising, because the two aspects are co-related in the attack. As a result, firstly, the Iconoclastic controversy had arisen in the methods of Dadaism which has developed by Man Ray, Francis Picabia and Marcel Duchamp. They want to attack the pre-established master-pieces and painting spaces, and they had 'non-artistic attitude' not to be art. Since 1980, the German artist Anselm Kiefer adapted the methods and made them his special skills so he had tried to paint tough brush strokes and draw with hugh pallette image line and fire and water images , they can be the image attack as the Iconoclasm. secondly, the model of vandalism is to be done by hammer, drill, canon and so on. the method is to attack the content of painting. Further, the object of destruction is bound by cords and iron lings to demolish or to declare the authority of pre-statues; it symbolize the pre-authority is gone already. Self-destruction based paintings are clearly different in the purpose of approaching the art work. First of all, they can be auto-destruction, creative destruction and metamorphosis destruction, which is linked with the skill the material aspect and basic stature, and sign destruction or signifier destruction, which is link with the inner meaning destruction that is considered as the Semiotical destruction in post-modern paintings. Since 1960, the auto destruction is based on the method of firing, melting, grinding and similar skills, which is linked with Neo-Dada and reverse-assemblage. Metamorphosis destruction is strongly linked with the basic inner heart price and quality, so it can be resulted in the changedness of expectation and recognition. Tony Cragg has developed the skills to metamorphose the wood as stone or iron as cloth and stone as sponge and rubber and so on. The researcher has developed the same style in the series of since 2003. The other self-destructive methods are found in the skill of sign destruction. In the methods the meaning of the art is not fixed as one or two, but is developed multi-meaning and differ from original starting situation, so Jacques Derrida called the difference meaning in deconstruction. It is the destruction of textes. These methods are accomplished by David Salle, Francesco Clemente, and recently Tracy Emin, who has developed the attacking heart in the spectators' emotion. Sometime in the method of self-destruction, it is based on horror and shock, the method is explored by Demian Hirst and Jakes and Dinos Chapman. Their destructive styles stimulate ambivalent heart and destroy original sign of girl and animals.

• Journal of the Korean Society for information Management
• /
• v.41 no.2
• /
• pp.353-374
• /
• 2024

This study aimed to delve into the personal experiences of academic librarians as they perform their duties, seeking a holistic understanding of their professional experiences and the subjective experiences underlying them. To this end, the study conducted in-depth interviews with librarians, who were selected as research participants from private four-year universities, and analyzed the collected data using Giorgi's phenomenological analysis method. The findings reveal that the experiences of academic librarians can be summarized as "ambivalent perceptions of the librarian profession," "discrepancies between expectations and reality," "discriminatory personnel practices within university organizations," "growth and limitations derived from professional experiences," and "adaptation and anxiety in response to rapid environmental changes." A closer examination indicated that academic librarians continuously experience and resolve dilemmas within complex contexts. The findings of this study are expected to deepen the understanding of the profession of academic librarians and contribute to the development of practical strategies for workforce management and the improvement of working conditions.

• Journal of Society of Preventive Korean Medicine
• /
• v.17 no.2
• /
• pp.47-68
• /
• 2013

Objectives : This research aimed to develop a new etiologic classification for traditional Korean Medicine in order to respond to the social and environmental change. Methods : We reviewed the existing theories on etiological classification for East Asian Medicine thoroughly and discussed the problems and limitations. Based on the experts' consensus, we abstracted disease factors and etiologic items. Results : The disease factors are classified into three parts: the human body, the environment, and the interaction between the human body and the environment. We defined them as the inner factor, the external factor, and the interaction between the inner and the external factors. The inner factor is free from the influence of the environment, and it causes diseases solely from the components of the human body. It is divided into genetic factors. The external factor is defined as a case when a disease occurs due to a factor outside the human body and includes external injuries, environmental pollution, and natural disasters. The interaction between the inner and the external factors is a disease factor that causes diseases by the interaction of the human body and the environment and includes emotions, habits, and social environment. As a result of the analysis, it was possible to see the meanings at a single glance as the scattered and fractional meanings were integrated with focus on medicinal herbs, but the increasing number of analyzed medicinal herbs tended to more and more complicate their relationships, thus, requiring additional work like filtering. Conclusions : The new etiologic classification of Korean Medicine fully reflects the perspectives on life in Korean Medicine while embracing the changes in modem society. Also, by avoiding the usage of ambivalent terms and wrong classification methods, the new classification system constructs intuitive and concise etiology and improves usability in clinical medicine.

• The Research Journal of the Costume Culture
• /
• v.18 no.5
• /
• pp.977-990
• /
• 2010

Today, as individuals show their social identities and reflect their being as the members of society with a culture, an art style and communication function are stood out in fashion photographs. Accordingly, the meanings of images into text are expanded in its interpretative width through the acceptor's various terms. This researcher looked into four theories of both positions on the textuality of language and image, and considered the point of discussion on image of each theory through modern fashion photographs. First, the theory which divides language and image as auditory and visual recognitions in the textuality of language and image is limited from the view it focuses on only one side without considering the ambivalent elements of each field. For the textuality in modern fashion photographs, the observer attempts to turn it into text to give meaning to it as the recognition through five senses conforming to the acceptor's condition. Second, the theory dividing language and image into the text of time properties and spacial properties has limitation in the text, for acceptor's experience of the object appears as the structured form in time and space rather than being defined as two things like time and space. Third, the theory classifying the language and image text into conventional taste and natural taste has limitation from the view that image text is hardly an object of consistent classification in ease of recognition by the code accepted in society. Thus, this can't be fundamental approach for the understanding of the text of decoding trend represented in modern fashion photographs. Fourth, accordingly, this researcher focussed on contextual and arbitrary text of fashion photographs through the theory of Nelson Goodman which discusses image text through the differences in textuality. Basic mechanism of perceiving and recognizing and distinguish image is closely related to habit and custom like language. So, each acceptor perceives the image as a text through arbitrary interpretation obtained by individual, empirical, historical, and educational viewpoints. The textuality of modern fashion photographs aims to widen the range of diverse knowledge and understanding, transcending the regulations of simple function of existing fashion photographs. Consequently, this researcher puts forward the opinion of consistent and diverse follow-up studies on instilling meaning into fashion photographs for the understanding de-regulatory and de-constructive through various senses by avoiding only one sense-dependent fixed and regulatory properties of it.