Rhew, Soohyeon
(Graduate School of Korea National Open University)
,
Ro, Juhyun
(Department of Fashion Industry, Incheon National University)
,
Yi, Jaeyoon
(Department of Fashion Design, Sungkyunkwan University)
Monpe, Korean women's wartime attire during the Japanese colonization period, has survived for 70 years as typical baggy workpants for rural women and emerged as retro-fashion. This paper applied a theory of "meme" to explain the monpe fashion trend in Korea. Based on literature review, empirical an...
Monpe, Korean women's wartime attire during the Japanese colonization period, has survived for 70 years as typical baggy workpants for rural women and emerged as retro-fashion. This paper applied a theory of "meme" to explain the monpe fashion trend in Korea. Based on literature review, empirical analyses were conducted by analyzing market and media including newspaper articles and blogs. We found that the monpe meme has evolved over time through variation, penetration, and diffusion. In terms of variation, the impression of monpe transitioned from a negative image to a positive one as a result of changes in design, functionality, and popular image. In terms of penetration, the monpe meme has spread into popular culture, again through mass media, with images of active, sexy, and attractive monpe-wearers on television and at popular occasions. Finally, the monpe meme has diffused throughout a broad range of consumers of various ages and both genders as an item of clothing for various occasions through diversified distribution channels. In this way, the development of monpe as fashionable clothing in Korea during the 2000s is itself a meme reflecting its evolution from a disgraceful colonial legacy to an item of contemporary fashion.
Monpe, Korean women's wartime attire during the Japanese colonization period, has survived for 70 years as typical baggy workpants for rural women and emerged as retro-fashion. This paper applied a theory of "meme" to explain the monpe fashion trend in Korea. Based on literature review, empirical analyses were conducted by analyzing market and media including newspaper articles and blogs. We found that the monpe meme has evolved over time through variation, penetration, and diffusion. In terms of variation, the impression of monpe transitioned from a negative image to a positive one as a result of changes in design, functionality, and popular image. In terms of penetration, the monpe meme has spread into popular culture, again through mass media, with images of active, sexy, and attractive monpe-wearers on television and at popular occasions. Finally, the monpe meme has diffused throughout a broad range of consumers of various ages and both genders as an item of clothing for various occasions through diversified distribution channels. In this way, the development of monpe as fashionable clothing in Korea during the 2000s is itself a meme reflecting its evolution from a disgraceful colonial legacy to an item of contemporary fashion.
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문제 정의
This paper aims to approach monpe as an evolving meme, as a cultural element distributed by imitation and not by inheritance, which should provide a framework for understanding the evolution and distribution of fashion culture.
These are just a sample of the numerous articles and blog posts dealing with the evolution of monpe and its popularity, and illustrates that the term monpe and related imagery exist in contemporary Korean society and are expanding into the realm of fashion. This paper explores the phenomenon of monpe with the emphasis on cultural evolution. The term ilbaji developed as a replacement for the Japanese term, monpe, or “workpants,” in order to expunge the vestiges of Japanese colonization.
Memes exist in our brains. This research focused on the conceptions of the general public regarding monpe to explore the general phenomenon around the monpe meme through market research, newspaper articles, and popular blogs. For further study on the diversity of conception and level of diffusion, the collection of primary data through questionnaires and interviews will be needed.
가설 설정
The term meme is also listed in the Oxford dictionary as a noun meaning: 1. an element of a culture or system of behavior passed from one individual to another by imitation or other non-genetic means. 2.
제안 방법
The research methods used in this paper include literature review and empirical studies. Literature review provides a theoretical approach for memetics and the historical context of monpe.
Once mandated by the Japanese colonial regime as women’s work clothes, monpe has recently been featured in the media as a fashion item for the younger generation. This paper explored monpe under the theoretical theme of the meme phenomenon, a cultural gene transmitted by imitation as meme in fashion culture with the attributes of variation, penetration, and diffusion (Table 1).
Monpe can also be explained within this concept of memetics. This paper will explore monpe, i.e., baggy work pants with drawstrings at the waist and ankles, as a meme in which the same genetic characters are revived with variations reflecting current trends and exposed to the public through media, which then penetrates to a diffuse base of wearers throughout different generations. As we will see, monpe has a long history in Korea, and seeing monpe through the lens of a meme will help us understand this unique clothing culture and its attributes.
성능/효과
The conventional image of monpe was negative, as unfashionable, tough, and old-style clothing. The new variation added a sense of being trendy, sporty, active, kitsch, young, and sexy. This turn of image was due to popular media, which made conditions ripe for penetration.
후속연구
This research focused on the conceptions of the general public regarding monpe to explore the general phenomenon around the monpe meme through market research, newspaper articles, and popular blogs. For further study on the diversity of conception and level of diffusion, the collection of primary data through questionnaires and interviews will be needed.
There are a number of other interesting phenomena surrounding the use and development of monpe, and further study is needed to better understand this ever-changing fashion and cultural phenomenon.
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