한국 힙스터(Hipster) 문화와 패션의 표현특성

초록

This study deals with hipster culture and the expressive characteristics of Korean hipsters. Through literature reviews of prior research and analysis of keywords of articles on portal sites, fashion magazine column and article review mentioning ‘hipster’, this study analyse the expressive characteristics of hipster culture. First appearing in the late 1940’s in the United States, the term ‘hipster’ was used to refer to an anti-culture of avant-garde values and a style distinct from the mainstream white culture. Hipster culture tends to start around certain geographical areas and spread to surrounding areas. It is an alternative culture to counter the mainstream culture. Hipsters, who have a high opinion of their own tastes, have a sense of intellectual superiority; however, this is considered ironic as they simply copy the hipster subculture. Nevertheless, it is clear that hipster culture creates diverse cultures, letting culture from the past and contemporary culture coexist. There is a similar tendency among American hipsters and Korean hipsters. The concept of the Korean hipster has five characteristics: locality, counterculture, superiority, diversity, and irony. A result analysed through these five characteristics is that the expressive characteristics of the Korean hipster consist of dissolution of mode of wearing, mixture of heterogenous factors, demolition of boundary, and reversal of value of meaning. Through an understanding of hipster culture, it is expected to help analyze consumer needs by providing key information to the fashion industry, which targets groups in their 20s and 30s who enjoy a particular culture, and to help study the main directions of individualized groups in the fast-changing cultural trend in Korea.

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