• Asia Marketing Journal
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• 제15권2호
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• pp.75-97
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• 2013

While good return policies are suggested as one of the critical services for e-commerce, ambivalence between the burden of the cost and shoppers' satisfaction may prevent e-tailers from increasing their level of leniency. Based on the S-O-R model, this study has attempted to develop a grounded theory to explain how lenient return policies shape online shoppers' perceptions and responses, with a focus on cultural influences in the relationship. In order to check the cultural effects of the lenient return policy, thirty two female and eleven male undergraduate students in South Korean shoppers, who are accustomed to strict return policies, participated in the semi-structured interview. A series of open-ended questions were designed to explore consumers' reactions toward four different levels of the lenient return policy: from the strict type in South Korea to the lenient type in the U.S. Using qualitative research methods, this research has defined three types of dimensions of lenient return policy: return possible period, complexity of progress, and other restrictions. While previous researchers did not pay much attention, the last dimension, other restrictions, is shown to be the most significant in influencing online shoppers' perceptions, especially in South Korea. Also, the impacts on online shoppers' perceptions from the three types of sub-dimensions of return policy were somewhat different. Whereas a longer return possible period was considered more favorable, a medium level of complexity and restrictions were considered more desirable. In summary, this result showed that shoppers in Eastern cultures, i.e. South Korean online shoppers, seem favorable to a medium level of lenient return policies, while allowing for taking precautions against possible fraudulent behaviors and setting other restrictions. Therefore, most of retailers in South Korea recommended that e-tailers who adopt the most lenient return policies raise the bar to guard ethical shoppers from fraudulent users. Next, lenient return policies can enhance ease of use, usefulness, affect, and trust while relieving perceived risk, which is connected to intention to purchase, satisfaction, and loyalty. Interestingly, lenient return policies are more likely to change the behavioral responses of online shoppers, such as return and purchase, rather than change their attitudes or beliefs such as image, satisfaction, and loyalty. This tendency can be seen more clearly in the direct influences of return policy on responses. The reaction to lenient return policy is mostly the intention to return or to purchase. This suggests that return policy serves the e-tailers as a powerful tool in increasing online shoppers' purchase intention at the moment of purchase. Therefore, e-tailers who plan to expand their market to eastern countries, including South Korea, have to build a shield of restrictions around their lenient return policy, rather than immediately applying their original liberalized return policy. Also, e-tailers in South Korea need to review their strict and undifferentiated return policies to deal with the unsatisfied reactions of online shoppers toward their normal return policies. Although the present study was confined to the return policies currently being practiced by popular e-tailers, it would be worthwhile to develop effective return policies separately for each country, especially South Korea, keeping the culture of the relevant country in mind.

• 한국심리학회지 : 문화 및 사회문제
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• 제16권1호
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• pp.43-61
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• 2010

본 연구는 한국 문화 속 일상생활에서 빈번하게 발생하는 '삐침'의 심리적 구조 및 특성에 관해 알아보고 심리학적 개념으로 재구성하기 위한 연구이다. 삐침은 가까운 대인관계 내의 특정 상황에 의해 마음이 손상되었으나, 상대에게 이를 직접적으로 표현하기에는 당사자의 판단에 의해 꺼려지는 마음이 표현된 행동이다. 15문항의 개방형 설문을 통해 삐침에 대한 일상 언어를 통한 일반인들의 표상을 알아보았다. 응답을 범주화 하여 삐침의 외적 현상(유발대상, 표현 양식, 판단 단서), 심리적 현상(정서, 삐친 사람에 대한 생각), 사회적 현상(관계에 미치는 영향), 원인 및 해소 방법, 기능을 도출하였다. 삐침은 친구, 가족, 애인과 같은 가까운 대상과의 관계에서 발생한다. 대체로 사람들은 말을 하지 않음, 비꼬거나 툴툴거림. 시무룩하거나 냉담한 표정과 같이 간접적인 방식으로 삐쳤음을 표현한다. 마찬가지로 사람들은 표정 말투, 행동 및 태도, 말 안함 등으로 삐침을 알아채는 것으로 나타났다. 사람들은 삐쳤을 때 정서가 서운하고 섭섭하다, 화난다, 불쾌하다, 속상하다고 하였고, 삐친 사람을 보면 대체로 이유가 궁금하다, 풀어 줘야겠다, 소심하다는 생각이 든다고 응답하였다. 삐침이 관계에 주는 영향은 관계악화, 상호 이해의 계기, 상황에 따라 관계가 돈독해 질 수도 악화될 수도 있음 등으로 조사되었다. 특히, 삐침은 발생하는 상황으로 기대 좌절, 무시당함, 힘겨루기, 소외당함의 네 가지 유형으로 분류할 수 있었다. 아울러 삐침의 해소 방법은 내 마음 알아주기, 사과 및 잘못 인정, 직접적 행동 개선, 내버려두기, 물질적 보상 등으로 나타났다. 끝으로 삐침이 관심유도, 심정 공감받기, 간접 및 직접적 심정 표출, 관계개선 등의 기능을 하지만 심리적 에너지를 소모하거나 이미지 손상 또는 관계를 악화시킬 수도 있음이 밝혀졌다. 본 연구는 삐침이 관계 중심적 고 맥락 사회에서 마음을 주고받는 과정 속에 발생하는 문화 심리 기제임을 조명했다. 또한, 삐침은 한국적인 의사소통 방식을 보여주며, 관계의 손상을 방지하고 정서적 유대를 강화하는 기능을 담당하고 있음을 밝힌데 의의가 있다.

• 한국수학교육학회지시리즈A:수학교육
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• 제24권2호
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• pp.105-116
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• 1986

For any thought and knowledge, its growth and development has close relation with the society where it is developed and grow. As Feuerbach says, the birth of spirit needs an existence of two human beings, i. e. the social background, as well as the birth of body does. But, at the educational viewpoint, the spread and the growth of such a thought or knowledge that influence favorably the development of a society must be also considered. We would discuss the goal and the function of mathematics education in relation with the prosperity of a technological civilization. But, the goal and the function are not unrelated with the spiritual culture which is basis of the technological civilization. Most societies of today can be called open democratic societies or societies which are at least standing such. The concept of rationality in such societies is a methodological principle which completes the democratic society. At the same time, it is asserted as an educational value concept which explains comprehensively the standpoint and the attitude of one who is educated in such a society. Especially, we can considered the cultivation of a mathematical thinking or a logical thinking in the goal of mathematics education as a concept which is included in such an educational value concept. The use of the concept of rationality depends on various viewpoints and criterions. We can analyze the concept of rationality at two aspects, one is the aspect of human behavior and the other is that of human belief or knowledge. Generally speaking, the rationality in human behavior means a problem solving power or a reasoning power as an instrument, i. e. the human economical cast of mind. But, the conceptual condition like this cannot include value concept. On the other hand, the rationality in human knowledge is related with the problem of rationality in human belief. For any statement which represents a certain sort of knowledge, its universal validity cannot be assured. The statements of value judgment which represent the philosophical knowledge cannot but relate to the argument on the rationality in human belief, because their finality do not easily turn out to be true or false. The positive statements in science also relate to the argument on the rationality in human belief, because there are no necessary relations between the proposition which states the all-pervasive rule and the proposition which is induced from the results of observation. Especially, the logical statement in logic or mathematics resolves itself into a question of the rationality in human belief after all, because all the logical proposition have their logical propriety in a certain deductive system which must start from some axioms, and the selection and construction of an axiomatic system cannot but depend on the belief of a man himself. Thus, we can conclude that a question of the rationality in knowledge or belief is a question of the rationality both in the content of belief or knowledge and in the process where one holds his own belief. And the rationality of both the content and the process is namely an deal form of a human ability and attitude in one's rational behavior. Considering the advancement of mathematical knowledge, we can say that mathematics is a good example which reflects such a human rationality, i. e. the human ability and attitude. By this property of mathematics itself, mathematics is deeply rooted as a good. subject which as needed in moulding the ability and attitude of a rational person who contributes to the development of the open democratic society he belongs to. But, it is needed to analyze the practicing and pursuing the rationality especially in mathematics education. Mathematics teacher must aim the rationality of process where the mathematical belief is maintained. In fact, there is no problem in the rationality of content as long the mathematics teacher does not draw mathematical conclusions without bases. But, in the mathematical activities he presents in his class, mathematics teacher must be able to show hem together with what even his own belief on the efficiency and propriety of mathematical activites can be altered and advanced by a new thinking or new experiences.

• 대한가정학회지
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• 제27권2호
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• pp.163-185
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• 1989

Korean home economics education has around 100 years history. The main aims of home economics education up 1950 had not been changed, they were mainly for the improvement of household-skill to raise both standard of living and life quality as well as womanhood. After 1960's the standard of living drastically improved and the industrialization of Korean society was quite rapidly proceeded from simple to complex one. Because of these changes, I considered that the aims and the contents of home economics education should be reexamined and reshaped. This study motivated me that especially home economics major should be trained to be competent enough to work in industrialized society as much as the input to her college education. As industialization was made progress, family member's diverse role differentiation also occurred from past simple role such as house wife or girl's high school teacher among by home economics major. In this current societal change, most of the home economics major have wish to have opportunities obtaining new kinds of employment rather than obtaining merely teaching work. With this in mind I made a study on college level home economics education of the new adjustment to current and future industrialized Korean society. (1) The full number of officially admissible home economics major in 169 Korean colleges, 70 junior colleges, and one open university were as follows, 7139, 6080, and 230 respectively. The percentages of employed of employed numbers of them for the college and junior college graduates were 26.5 and 39.0 respectively. (2) The certificate qualifications issued to college home economics major are nutritionist (1st grade and 2nd grade), clothes and textilist, home economics teacher (2nd grade for high school) and kindergartener (2nd grade), The qualifications are certified after majoring each field from major departments of college of home economics by Ministrys of Labour and Education of the Korean government. The percentages of their employment are low as mentioned earlier. (3) To find out new employment opportunity for home economics graduates in home economist in business (henceforce/HEIB) status quo of consumer division for mational enterprise was surveyed. According to govermment decree of general law of consumer protection (1980), enterprise should organize bureau (offics, subdivision) on liability to consumer's complaint. Of 89.6% of the enterprise established th subdivision in which 96.2% of employee was male (3.8% was female). Of the employee college graduate and high school graduate were 93.2% and 6.8% respectively. On the employee's major acadmic backgroud (%), economics and business administration, engineering and low-political science were 39.5, 26.2 and 11.2 respectively. (4) To study on the relation between home economics and home economist in business, the aspect of historical development of HEIB, group of HEIB employing enterprise and their nature of business were tried to find out as well as perception and evaluation by enterprise on HEIB. (a) In the united States of America employed home economics major to enterprise was organized autonomously HEIB subdivision within American Home Economics Association since 1920's and the membership of HEIB was 3,000 of the AHEA membership 50,000. (b) In Japan the Japanese founder HEIB had three times the bilateral congress with the U.S.HEIB and had 10th anniversary celebration in 1988. Japanese HEIB member are not necessary to be home economics graduates but should have certificate as consumer adviser effected by the Minister of Trade and Industry. Japanese subdivision of consumer affaire within Japanese enterprise employ the consumer adviser with the certificate. Because of this different system from the United Sates, Japanese HEIB call their title "HEEB" instead of HEIB. The Japanese consumer adviser certificate system had initiated since 1980 and it belongs to 2nd level national qualification certificate. Currently active membership of Japanese "HEEB" association had increased from 115 (in 1979) to 319 in 1988. (5) For the opening of the future new employment of home economics graduates to enterprise and qualification required for the HEIB by national enterprise in Korea, I studied on the courses which seem to be important and required by employee in the field of HEEB in the United States of America and preliminary curriculum for home economics related major student aimning to be the future "HEEB" by Japanese HEEB study group of Japanese Association of Home Economics. It is suggested that it is very important and urgent to realize as home economics educator to have common deep concern and endeavors on opening new employment for our home economics major student1), we should try to publicize strongly and let enterprise and consumer protection board realize that employee in the subdivision of consumer protection should be the one who well experienced home economics major graduates2), we, home economics educator, should try to develop actively new curriculum in line of the suggestion made earlier for our future home economics major student of open broadly their future employment opportunities3), we, home economics educators, should try to have consensus on whether we should have support from government in terms of receiving national qualification certificate on consumer pretection or not4), and I would appreciate if the Korean Home Economics Association and Korean Home Management Society paydeep and positive concern on this matter.

• Asia Marketing Journal
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• 제15권1호
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• pp.1-22
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• 2013

This case focuses on Shanghai Tang, the first truly Chinese luxury brand that appeals to both Westerners and, more recently, to Chinese consumers worldwide. A visionary and wealthy businessman Sir David Tang created this company from scratch in 1994 in Hong Kong. Its story, spanned over almost two decades, has been fascinating. It went from what best a Chinese brand could be in the eyes of Westerners who love the Chinese culture, to a nearly-bankrupted company in 1998, before being acquired by Richemont, the second largest luxury group in the world. Since then, its turnaround has been spectacular with a growing appeal among Chinese luxury consumers who represent the core segment of the luxury industry today. The main objective of this case study is to formally examine how Shanghai Tang overcame its downfall and re-emerged as one the very few well- known Chinese luxury brands. More specifically, this case highlights the ways with which Shanghai Tang made a transitional change from a brand for Westerners who love the Chinese culture, to a brand for both, Westerners who love the Chinese culture and Chinese who love luxury. A close examination reveals that Shanghai Tang has followed the brand identity concept that consists of two major components: functional and emotional. The functional component for developing a luxury brand concerns all product characteristics that will make a product 'luxurious' in the eyes of the consumer, such as premium quality of cachemire from Mongolia, Chinese silk, lacquer, finest leather, porcelain, and jade in the case of Shanghai Tang. The emotional component consists of non-functional symbolic meanings of a brand. The symbolic meaning marks the major difference between a premium and a luxury brand. In the case of Shanghai Tang, its symbolic meaning refers to the Chinese culture and the brand aims to represent the best of Chinese traditions and establish itself as "the ambassador of modern Chinese style". It touches the Chinese heritage and emotions. Shanghai Tang has reinvented the modern Chinese chic by drawing back to the stylish decadence of Shanghai in the 1930s, which was then called the "Paris of the East", and this is where the brand finds inspiration to create its own myth. Once the functional and emotional components assured, Shanghai Tang has gone through a four-stage development to become the first global Chinese luxury brand: introduction, deepening, expansion, and revitalization. Introduction: David Tang discovered a market gap and had a vision to launch the first Chinese luxury brand to the world. The key success drivers for the introduction and management of a Chinese luxury brand are a solid brand identity and, above all, a creative mind, an inspired person. This was David Tang then, and this is now Raphael Le Masne de Chermont, the current Executive Chairman. Shanghai Tang combines Chinese and Western elements, which it finds to be the most sustainable platform for drawing consumers. Deepening: A major objective of the next phase is to become recognized as a luxury brand and a fashion or design authority. For this purpose, Shanghai Tang has cooperated with other well-regarded luxury and lifestyle brands such as Puma and Swarovski. It also expanded its product lines from high-end custom-made garments to music CDs and restaurant. Expansion: After the opening of his first store in Hong Kong in 1994, David Tang went on to open his second store in New York City three years later. However this New York retail operation was a financial disaster. Barely nineteen months after the opening, the store was shut down and quietly relocated to a cheaper location of Madison Avenue. Despite this failure, Shanghai Tang products found numerous followers especially among Western tourists and became "souvenir-like" must-haves. However, despite its strong brand DNA, the brand did not generate enough repeated sales and over the years the company cumulated heavy debts and became unprofitable. Revitalizing: After its purchase by Richemont in 1998, Le Masne de Chermont was appointed to lead the company, reposition the brand and undertake some major strategic changes such as revising the "Shanghai Tang" designs to appeal not only to Westerners but also to Chinese consumers, and to open new stores around the world. Since then, Shanghai Tang has become synonymous to a modern Chinese luxury lifestyle brand.

• 한국지역지리학회지
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• 제22권3호
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• pp.529-552
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• 2016

본 연구는 물을 매개로 하는 물리적 치유의 경관이 갖는 신체적, 문화적, 공간적, 경제적 의의가 어떤 형태로 여성을 중심으로 하는 공간에서 나타나는지 살펴보고, 이를 여성을 위한 쉼터로서의 기능, 여성을 위한 배려의 기능, 여성을 형상화한 기능으로 나눠 검토하는 것에 목표를 두고 있다. 여성을 위한 쉼터로서의 기능에는 신체적 의의가 가장 두드러지게 나타나며, 온천수와 온천욕, 분위기, 부대시설, 안전한 밤문화 등으로 구체화된다. 이러한 매개를 통해 여성은 자유로움, 온천수가 온전한 상태로 회귀시켜주는 힘, 끊임없이 제공받는 치유의 장치, 안전하게 보호해주는 것, 마음을 열고 자연스럽게 타인과의 교류 등을 느끼게 된다. 다음으로 여성을 위한 배려의 기능에서는 물을 매개로 하는 치유의 경관이 갖는 문화적 의의가 두드러지게 되는데, 이는 온천에서 발견할 수 있는 문화이기도 하지만, 배려에 바탕을 둔 일본의 문화가 자연스럽게 혼합되어 나타나는 현상이라 할 수 있다. 예를 들어, 송영버스, 오카미상 혹은 나카이상의 서비스, 장식품, 장난스러운 설치물, 개인공간의 확보 등을 통해서 다양한 즐거움을 느낄 수 있고, 누군가 지지해주고 혹은 지켜주고 있다는 느낌을 받게 되며, 신체적인 아름다움뿐만 아니라 정신적인 아름다움까지도 추구하게 된다. 마지막으로 여성을 형상화한 기능은 문화적, 공간적, 경제적 의의 등 폭넓게 나타나는데, 광고매체, 온천과 관련된 표식, 신사, 오브제, 상품화된 매개체 등을 통해 다양하게 드러난다. 이러한 기능은 건강함, 쉼, 편안함, 친숙함 혹은 익숙함, 사랑이 이루어지거나 혹은 행복한 결혼 생활로 이어진다는 이미지 등으로 승화된다. 이상을 통해 온천을 중심으로 나타나는 여성을 위한 치유의 요소는 자유로움, 안전함, 신체를 뛰어넘는 효과, 즐거움, 치유의 지속성, 아름다움, 희망 등으로 수렴되며, 이러한 요소들이 유기적으로 결합될 때 여성의 온전하지 않음은 온전함으로 회복되는 치유의 효과가 드러나는 것이라 할 수 있다.

• 한국산업정보학회논문지
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• 제22권6호
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• pp.47-59
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• 2017

우리나라는 그간 대기업 중심의 경제개발정책으로 인해 대기업과 중소기업 간의 양극화가 심화되고 있다. 소공인 산업이란 중소기업보다도 더욱 영세한 규모의 산업형태로써 다양한 업종에 걸쳐 분포되어 있으며 우리나라 경제의 뿌리산업 역할을 하고 있다. 소공인 산업기반이 붕괴하면 뿌리산업의 생산구조 전체가 무너지게 되어 우리나라 산업 전체의 위기를 초래할 수 있기 때문에 소공인 산업지원 정책은 중요한 정책과제이다. 소공인 산업은 제조업 전반에 걸쳐 다양한 업종에 분포되어 있기 때문에 본 연구에서는 연구범위를 신발산업으로 한정하고 주된 연구문제를 소공인 산업의 실태분석에 초점을 두고 수행하였다. 효과적 실태분석을 위하여 1차적으로 간접자료인 통계청 자료를 기반으로 하여 신발소공인 현황을 분석하였으며, 이 중 신발소공인이 가장 밀집된 부산지역을 대상으로 설문분석방법을 활용하여 직접자료를 수집하고 분석에 활용하였다. 수집된 자료는 SPSS 통계프로그램을 이용하여 빈도분석 및 기술적 분석 중심으로 이루어졌으며 주요 발견점은 다음과 같다. 첫째, 신발산업은 중소기업형 산업으로써 신발소공인이 해당산업 내에서 차지하는 비중이 매우 높다. 특히 신발업종에서 중소기업은 지속적으로 감소하고 있는 반면 신발소공인의 비중은 지속적으로 증가하고 있어 신발산업의 영세성은 갈수록 심화되고 있다. 둘째, 신발소공인의 기술숙련도는 높지만 노령화가 진행되고 있어서 기술의 차세대 전수를 위한 정부정책의 수립이 필요하다. 셋째, 대부분의 신발소공인 공장시설이 불안정하고 영세하기 때문에 아파트형 공장의 보급 등을 통해 영세하고 불안정한 생산기반을 안정화하고 현대화하기 위한 정부의 정책적 지원노력이 필요하다. 넷째, 특허 등과 같은 무형기술자산을 보유한 소공인이 매우 적으므로 소공인 특허출원 활성화제도를 구축함으로써 소공인 기술자산이 지속적으로 개발될 수 있는 기술환경 구축이 필요하다. 다섯째, 소공인들의 기업가 정신 및 협업마인드가 낮기 때문에 소공인에 대한 의식개혁과 함께 협동조합의 활성화가 이루어질 수 있도록 현행 협업지원제도의 보다 적극적 보완이 필요하다. 즉 협동조합을 통해 원가를 절감하고 공동브랜드 개발 및 공동판매를 통해 브랜드가치를 높이고 판로개척을 지원할 수 있는 정책적 지원노력이 수반되어야 할 것이다. 마지막으로 소공인은 기술 및 경영관리 역량이 취약하며 특히 국내에 한정된 판매망 및 주문자생산방식의 납품구조를 가지고 있으므로 마케팅 기능이 매우 취약하며 자사제품에 대한 생산 및 판매활동에 대한 계획수립이 거의 이루어지지 못해 적극적인 브랜드개발 및 시장개척 노력이 미흡한 것으로 나타났다. 본 연구의 한계점과 향후 연구방향 또한 논의되었다.

• 자연과학논문집
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• 제14권1호
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• pp.63-81
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• 2004

본 논문은 한국 전통사찰의 경관현황을 개관하고 조경식물을 통한 가람의 종교적 이미지를 부각시켜 불교신도들의 경건한 수도와 함께 관광적 효과를 한층 거양하기 위한 방안을 모색하고자 산지형 사찰인 낙산사, 부석사 및 불국사를 대상으로 연구를 수행하였다. 이에 얻은 결과를 요약하면 다음과 같다.1. 사찰경 내 수목의 식재현황 및 유형조사대상 사찰에서 석가모니불을 주로 모시는 곳인 대웅전 앞에는 아무런 교.관목이 식재되어 있지 않았다. 극락보전과 무량수전에서는 공통적으로 주목이 식재되어 있었으며 사찰에 따라 매자나무 외 15종이 식재되어 있었다. 또한 불국사의 비로자ㅣ불에서는 백목련을 위시하여 25종의 수목이 식재되어 있음을 볼 수 있었다.한편 낙산사와 불국사의 원통전 및 관음전에는 사철나무 외 26종의 수목이 식재되어 있었다.2. 수목과 사찰 건물과의 연관성 및 산지형 사찰의 교관목 식재모형수목과 각각 건물의 특성과는 특별한 연관성을 발견할 수 없었다. 다만 불교적 의미를 갖는 수종으로서 배롱나무와 불두화가 식재되어 있음이 밝혀졌다. 또한 대체적으로 지역적 특성, 기후 환경과 친화적인 식물이 식재되어 있었으나 수목과 사찰 건물과의 관계를 고려한 배식형식을 찾아보기 어려웠다. 본 조사를 토대로 산지형 사찰에서 교.관목을 식재할 때 활용할 수 있는 모형을 제시하였다.

• 헤리티지:역사와 과학
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• 제36권
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• pp.347-377
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• 2003

China is a country with large agricultural areas and subject to frequent calamities. Drought is the top of them. It has been a key problem for development of agriculture in the country. In the long struggle against drought, Chinese have accumulated many rational and irrational experiences. The Dragon Kings Belief, which is popular in North China and discussed in a thesis, is one of their irrational experiences. The belief was passed together with Buddhism from India to China in the Tang Dynasty. After it settled down, it was incorporated with the local five dragons belief and a set of beliefs in dragon kings came into existence. The emergence of the dragon kings belief ended the history that the title of rain got was not clear in China and Dragon kings finally got the status. Irrigation is the lifeblood of agriculture in China. In a Chinese mind, Dragon kings are the most important gods who take charge of rain and thus offer the lifeblood. In understanding the nature and characteristics of Chinese traditional culture, it is important for us to make clear the origin and evolution of the belief, find out its nature, function and operation. In the every year beginning of February of the Fanzhuang calendar in the people of Hebeisheng Zhaoxian, would all hold a festival to offer sacrifices to the $^{{\circ}TM}^{\prime}longpai$. Longpai was regarded as the core of the temple fair, thus the native sons came to call this festival; "longpaihui". In this region the'Fanzhuang longpaihui'developed into a well knownand grand temple fair. It was able to attract numerous pilgrims with its special magic power, occupying a place in $China^{{\circ}TM}$ 'eryueer'festival with festive dragon activities. The dragon is a common totem among Chinese nationals. The belief worship of the dragon dates from the start time of primitive societies. Dragon oneself the ancients worship's thunder lightning. In the worship of the great universe, at first afterwards this belief with the tribe's totem worships to combine to become the animal spirit. In ancient myths legends, along with folk religion and beliefs all hold a very important position. The longpaihui is a temple fair without a temple; this characteristic is a distinction between longpaihui and other temple fairs. As for longpaihui must of the early historical records are unclear. The originator of a huitou system has a kind of organized form of the special features rather, originator of a huitou not fix constant, everything follows voluntarily principle, can become member with the freedom, also can back at any time the meeting. There is a longpaihui for 'dangjiaren', is total representative director in the originator of a huitou will. 'banghui' scope particularly for extensive, come apparently every kind of buildup that help can return into the banghui, where is the person of this village or outside village of, the general cent in banghui work is clear and definite, for longpaihui would various businesses open smoothly the exhibition provides to guarantees powerfully. Fanzhuang longpaihui from the beginning of February to beginning six proceed six days totally. The longpai is used as the ancestry absolute being to exsits with the community absolute being at the same time in fanzhuang first took civil faith, in reality is a kind of method to support social machine in native folks realize together that local community that important function, it provided a space, a kind of a view to take with a relation, rising contact, communication, solidify the community contents small village, formation with fanzhuang. The fanzhuang is used as supplies for gathering town, by luck too is this local community trade exchanges center at the same time therefore can say the faith of the longpai, in addition to its people's custom, religious meaning, still have got the important and social function. Moreover matter worthy of mentioning, Longpai would in organize process, from prepare and plan the producing of meeting every kind of meeting a longpeng of the matter do, all letting person feeling is to adjust the popular support of, get the mass approbation with positive participate. Apart from the originator of a huitou excluding, those although not originator of a huitou, however enthusiasm participate the banghui of its business, also is too much for the number.

• 문화기술의 융합
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• 제7권1호
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• pp.175-183
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• 2021

조선 후기 해남(海南) 출신의 공재(恭齋) 윤두서(尹斗緖)(1668~1715)는 숙종년간 활동한 선비화가로서 조선 중기에서 후기로 교체되는 전환기에 조선 후기 사실주의 회화의 선구자로서 그 초석을 다진 인물이다. 그는 남인(南人)의 명문가에서 태어났으나 당쟁에 휘말려 출세길을 접고 서화와 학문에 몰두하였다. 조선 후기가 시작되는 18C는 실학(實學)이 대두되고 민족주의에 대한 자각으로 진경(眞景)시대가 열린 시기였다. 이러한 때 실학사상을 예술세계에 접목하여 실사구시적(實事求是的)이며 현실개혁적(現實改革的) 심미의식을 발휘하여 서민풍속화 개척, 서양화법의 적용, 사실주의적 기법 추구, 남종문인 화풍 도입 등을 도모하였다. 철저한 학고(學古)를 통해 변통(變通)을 도모했던 그의 회화관은 학(學)·식(識)의 학문과 공(工)·재(才) 기예적 요소를 두루 갖추어야 화도(畵道)를 이룰 수 있다는 형신(形神) 겸용을 강조하였다. 그는 다양한 화목을 두루 섭렵하였는데, 특히 인물화는 이형사신(以形寫神)의 사실주의 표현을 심미 특징으로 한다. 대표작인 「자화상(自畵像)」은 극사실적 묘사력과 구도의 혁신성이 탁월하며, 자신의 울분을 비장감있게 전신사조(傳神寫照)한 파격적 실험정신이 돋보인다. 그의 산수화는 형사적 진경과 신사적 관념을 융합하여 형상으로써 도를 아름답게 구현한 망적지적(忘適之適)한 이형미도(以形媚道)를 이루었다. 한편 개방적 사고로써 다양한 서민 생활을 소재로 삼은 서민풍속화는 이형사진(以形寫眞)의 실득(實得)으로 파격을 도모하였는데, 이는 부패한 권력에 대한 소극적 항거이자 애민정신의 표현이기도 하다. 이후 그의 화풍은 장남 윤덕희(尹德熙), 손자 윤용(尹愹)에게 가전되어 전해져 조선 후기 서화예술의 변화와 부흥을 선도하였다.