패션 미디어 콘텐츠 변화에 따른 이모지(Emoji) 커뮤니케이션에 나타난 기호학적 특성

Abstract

With the advent of 4th industrial revolution, the convergence of ICT and development of digital environment are entering a new phase. This accelerating phenomenon has made boundaries among various media ambiguous, and created unprecedented form of media through combining verbal with non-verbal elements, like ‘Emoji.’ While new media has developed, emoji has changed traditional way of communication in fashion media contents, of which the influence has become stronger over our society. Also, used as a tool for connection between fashion content provider and consumer, emoji has broadened its function and power as a new language system. Accordingly, through theoretical concepts of semiotics by Roland Barthes, this research tried to comprehend the characteristics of emoji, a new communication method in advertising brand images in fashion media contents. As a result of this research, firstly, in real space, emoji communication in fashion contents took a pattern of linearity and contextual expression, though being imperfect medium as a language system yet. Secondly, in virtual space, emoji communication in fashion contents performed a role of interactive medium in mutual communication system with simultaneity. Especially, distinction between content provider and consumer has become unclear, as the consumer grants a new meaning through real time interaction. Thirdly, as moving form old to new media, communication culture was found to create a new trend through emoji. It could also be found that open communication structure, enabling active expression of oneself and his or her individuality and personality, should be preceded to increase positive effect of using emoji.