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DOI :
Journal Korea Society of Visual Design Forum , Vol.77, No.0, 41 ~ 53, 2022
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| Title |
| Analysis of Playing Types of Fashion Content on Metaverse Platforms - Focused on Roger Caillois’s Play Theory- |
| 손유경 Yu-kyung Son , 이송희 Song-Hee Lee , 이유림 You-Lim Lee |
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| abstract |
| Background Recently, due to the COVID-19 pandemic, the metaverse, which has no time and space restrictions, is rapidly emerging. The fashion industry is also developing various fashion content using metaverse to provide users with a play experience. Thus this study aims to analyze the various play phenomena of fashion content manifested in the metaverse-based platforms by categorizing based on the playing types suggested by Roger Caillois.
Methods The types of playing was classified with examination of Roger Caillois' theory of play, sociological point of view, through literature review and prior research and this study conducted and analyzed the play phenomenon of fashion content on the metaverse. The study subjects limited to five platforms, which is top 5 by monthly actively user, Zepeto, Roblox, Minecraft, Animal Crossing, Fortnite, reviewed through major daily newspapers including Dong-A Ilbo, JoongAng Ilbo, Chosun Ilbo, Hankyoreh and foreign correspondent such as Forbes, The Washington Post.
Result The results of the study as follows. First, the playing type of 'Agon' is strictly applied fairness on fashion content. Also, It can stimulate creators' desire for content creation and promote fashion brands, products in the entertainment industry such as movies, dramas, and K-pop, movies, and artists.
Second, the type of 'Alea' allows users to experience while freely exploring the virtual showroom, inducing immersion in fashion content and stimulating users' unintended curiosity, also users can naturally experience the image of a fashion brand.
Third, the type of ‘Mimicry’ is a play phenomenon that allows users to freely compose situational role plays according to the will of the participating users to produce content or to parody various video content without certain rules.
Fourth, the type of 'Illinx' can be implemented as a game that allows users to experience collective hypnosis in a dramatic concept such as horror or may arouse interest in a new visual form by representing a fantastic world and atmosphere that did not exist in reality.
Conclusion Roger Caillois' theory of playing and types of playing could be analyzed by applying it to the play phenomena manifested in various fashion content appearing on the metaverse platforms today. If metaverse fashion content is approached from the perspective of play to develop a user's play experience, It is expected that it will be helpful in developing a new concept of fashion marketing method or content. |
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| Key Words |
| 패션 콘텐츠, 메타버스 플랫폼, 놀이 유형, Fashion Content, Metaverse Platform, Playing Types |
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