31 December 2022. pp. 27~69
Toys are a central tool for socialization and identity development of children. Studies on toys are numerous in the fields of education, psychology, anthropology, and gender studies. There is less literature on the sociological dimension of modern toys, especially in South Korean society. This article studies the very popular children’s construction sets line ‘Kids Block’ developed by South Korean Oxford company after the Danish Lego block model. A total of 390 sets belonging to 76 series presented on Oxford website by texts, images and videos are semiotically analyzed in this paper. Gender-typing representations are reinforced through these toys which are incredibly gendered, portraying a very subaltern female image and social role while boys are encouraged to nurture their masculine heroism through conflict related figurines. The focus made on war and risks themes by the brand (more than 50% of the available sets) are to be interpreted in the specific context of Korea. Further analysis also shows that the Oxford block sets are also rewriting a conservative national agenda around nationalist narratives, a very limited reinvention of tradition and a focus on neoliberal consumerism as promoted by South Korean cultural products.
장난감은 아이들의 사회화와 정체성 발전을위한 핵심 도구이다. 장난감에 대한 연구는 교육, 심리학, 인류학 및 젠더 연구 분야에서 많이 진행되었지만, 현대 장난감의 사회학적 역할에 대한, 특히 한국사회와 관련한 논문은 적다. 이 논문은 덴마크의 레고 블록 장난감을 따라서 한국 옥스포드 기업이 개발한 어린이용 ‘키즈블록’이라는 인기있는 블록 장난감 상품을 연구한다. 이 논문은 옥스포드 기업 웹사이트에서 텍스트, 이미지 및 동영상으로 소개된76 시리즈에 속하는 총390 세트를 기호학적으로 분석한다. 이 장난감에 담긴 서사는 엄격한 성유형화된 고정관념을 강화하여여성의 이등시민 이미지와 가부장적 사회적 역할을 제시하는 반면, 소년은 투쟁 관련 피규어를 통해 남성적 영웅주의를 추진하도록권장된다. 브랜드가 전쟁과 위험 테마에 초점을 맞춘것(판매중인 세트의50% 이상)은 한국의 특정한 사회역사적 맥락에서 해석되어야 한다. 게다가 옥스포드 블록 세트들은 민족주의적 네러티브, 제한된 전통의 재발명 및 한국 문화상품이 촉진하는 신자유주의적 소비주의에 초점을 맞춘 보수적인국가 아젠다를 구성시킨다.
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  • Publisher :Research Institute of Creative Contents
  • Publisher(Ko) :글로컬문화전략연구소
  • Journal Title :The Journal of Culture Contents
  • Journal Title(Ko) :문화콘텐츠연구
  • Volume : 26
  • No :0
  • Pages :27~69