총 40페이지

16
CultureInsight
Inourcountry,LeeHyo-rirepresentsthesexyicon.However,
http://www.google.co.kr
their images are the strategies made by entertainment
companies.Summarily,theseimagesarenottheactivefigures
correspondingwithviewersbutthepassivefiguresusedonTV
programscommercially.
However, Popular icons these days are different from those
that came before. Real icons are not based so much on their
outward appearance or ability and talent because today the
audience want to find honesty and sincerity through icons
such as Park Carlin, Park Tae-hwan, Kim Yu-na, and others.
They give us the images of victory, challenge, passion, and
youthinbreakingrecordsinswimmingandfigureskating,and
in a person such as Park Carlin, who transmits new images
▲Hu-gakgrewupasamarketingmodelofKBbank.
of communication, leadership, and responsibility through
broadcasting.
the slogan, ‘Going together for a better tomorrow,’ which has
There are some icons that all citizens of the nation can
becomeverypopularwiththepublic.ShinhanBankalsogets
share and glorify. According to Lee Jung-ok, professor of
alotofgoodpublicitywiththeShinhanGalleryfeaturingPark
the Department of Sociology at Daegu Catholic University,
Carlin.KimYu-namodelsfortheHapticcellphone,whichis
“These icons are newly developing alternatives responding to
made by Samsung. Samsung has sold more than one million
netizens’ideas.Comparedwithone-sidedimages,whichhave
of these cell phones and their commercials are a big hit with
no connection to reality, these new icons not only have great
viewers.Evenifwearenotawareofhowiconsswayustobuy
images but also have ability and are also real. We can look
things,theirinfluenceisstrong.
at them as positive phenomena in that they are not directed
at passive consumers. These icons are active participants in
the culture who by their examples embody positive values for
HowDidCultureIconsAppear?
everybody.”
Weneedtoconcentrateontheirattitudeofchange.Also,they
Why do icons representing various industries appear? In
can grow as representatives of our nation. Icons are not just
the past, celebrity images made up most of the icons, and
people. Look at the iPhone. The iPhone is a representative of
they are still strong. However, these are not the only icons
thesmartphone.Eveniftherearemanykindsofsmartphones,
anymore. We can find reasons in the fields of ecology and
we think of the iPhone unconsciously when we think about
socioeconomics. We live in a difficult and uneasy period
smartphones.TheimageoftheiPhonealsosymbolizestheIT
politically and economically, compared to the past. We need
industry,Apple,andSteveJobs.
icons such as Park Carlin, who leads the public to overcome
Icons are also used as marketing models. Marketing experts
weaknesses. We want icons that represent the ideal of
were among the first to recognize the power of icons. For
responsibilitymorethananiconthatismerelypretty.Wecan
example,ParkCarlin,whoisthemodelforShinhanBank,says
experiencevictoryindirectlythroughthosewhochallengethe
limit of achievement set in Korea. Eum Myo-sub, professor
in the Department of Sociology at Daegu Catholic University,
http://www.google.co.kr
said, “Like the mentality of the mass that originated from the
psychology of rewards in our society, ability and achievement
areemphasizedanditmakesanicon.”
We can also see this movement of viewers resisting
society’s recognition that always divides the mainstream
and the marginal. Before these icons become popular, they
were regular citizens who gained success through their
achievements.
Showing the effects of icons on the viewers, we can ascribe
thistothepsychologyofimitation.AccordingtoChoHyung-
gook, professor of the Department of Culture and Content at
▲ParkCarlinisaniconwhostandsforleadershipandresponsibility.
www.theargus.org

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