| abstract |
| Background The purpose of this study was analyzing the fashion characteristics of American pop musicians in terms of digiholic culture and providing data that can be used in fashion industry such as fashion brand image planning, fashion advertisement and etc.
Methods In the literature research, digiholic culture as a sociocultural background of the digital era was studied, through literature related to digiholic culture, articles and sites. And in the demonstrative research, the fashion characteristics expressed in the videos were analyzed in aspect of digiholic culture.
Result The characteristics of digiholic culture were classified into four categories: Error, Regression, Variability, and Escape and these features were confirmed as digital fashion images of pop musician music videos. First, the Error image can be interpreted as a language game with errors and bugs as the language destruction is attempted, and Error images often appeared in pop musician videos. Second, the Regression image can be interpreted in the same way as irony, and in the pop musician videos, the Regression images using the old technique often appeared despite the development of the technique. Third, Variability images can be interpreted in the same context as multiple identities, and Variability images with static objects transforming frequently appeared in pop musician videos. Finally, the Escape image can be interpreted in the same context as the carnival and in the pop musician videos, the Escape images frequently appeared for the carnival to flee the modern people who struggle to adapt to the chronological change and suffer from obsession.
Conclusion The digiholic culture is spreading to general people and it has great influence on the consumers such as consumption, fashion, music and culture. It is possible to understand the consumption patterns in the future through digiholic culture. The fashion characteristics in the videos are expected to help to sparkle creative ideas in the fields of planning, display, and advertisement in the fashion industry. |
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| Key Words |
| 디지털 폐인 문화, 미국 팝 뮤지션, 패션 특성, Digiholic culture, American Pop musicians, Fashion characteristics |
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