It seems that the advent of various kinds of media, along with a rapid change of social and cultural environment, has been changing the way of communication; it has changed the one-way delivered into the active and dynamic way. Also, augmented leisu... It seems that the advent of various kinds of media, along with a rapid change of social and cultural environment, has been changing the way of communication; it has changed the one-way delivered into the active and dynamic way. Also, augmented leisure time has made people change the view point about leisure from the opposite concept of labor to scale for quality of life. The more the public are involving in culture consumption, the more they are interested in the consumption that they can afford to do without financial burdens. Especially, arts consumption is increasing, and the public needs for it doesn't remain passive, but brings out the positive activity of participation. This results in the relevant institution's active corresponding to them. For the public arts consumption, the domestic prominent galleries are offering the public-customized and specialized exhibition by exhibiting itemized arts as well as the masses-appealing arts. Also, they are constructing their various images and playing a role of the space for culture consumption by offering not only exhibitions but also various kinds of service such as seminars, talk show, education program, shopping facilities, rest area like cafe, etc. Through doing this, the galleries have taken the lead in the development of Gallery Identity to construct their images and actively communicate with their related groups of spectators, writers, etc. This means that it was possible for them to solidify their social position as an important means for communicating between the related groups and satisfying their various needs at the same time creating values to correspond to diversifying social and cultural surroundings. However, the advancement of media has made it inevitable for gallery identity to change from the fixed into the flexible which can stay formative and flexible in immediate conformity with various purposes. This is why its monotonous identity is given a dynamic feature. Flexible Identity can present an institution's identity to the related groups, with plural designs which are united even though freeing from the existing fixed image. So, in order to bring out more flexibly changing identity, it is important to interact between the related groups, namely, communicate two-way. It leads to the related groups' participation. This is why the communication is important and the development of flexible identity to form a unique identity becomes essential. However, the domestic prominent galleries lack in the effective communication between the related groups through the identity development. This study tries to focus on flexible identity. For this study, the research will be proceeded as follows : it will get out of an identity expression of the stereotyped 'image' which has a passive structure of communication, respond flexibly to various purposes while remaining a unity, grasp the galleries' specialization as well as their effective communication with their related groups and form their unique images. In particular, it suggests the importance of the development of flexible identity design for gallery specialization, by selecting Samwon Paper Gallery which has a vagueness of its visual identity and lacks in its communication with the related groups, even though it, as a nonprofit gallery, meets the public culture needs for the current leisure time with the various service of itemized, specialized display such as 'design', 'seminars', 'workshop', 'shopping', etc. This study tries to consider the theories on flexible identity and gallery from the existing bibliographic data for its development, analyze its visual factors which are expressed in conformity with various purposes, through gallery-general case analysis applied to the system of flexible identity, and gets the basic data for the expression of Samwon Paper Gallery's flexible identity. Along with this, it makes gallery's factual survey and its image survey to construct its objective image and constructs the design system of Samwon Paper Gallery's flexible identity on the basis of the domestic factual survey on current enjoying culture. What seems to be the limit of this research may be that it can't get a feedback in design suggestion from the related groups, though it suggests the 'participation' type of flexible identity system applied to the form of figure visualization on the basis of the analysis results and factual survey. However, it seems that it has a significance in the point that it s the importance of flexible identity development for the inducement of the related groups' participation, flexibly corresponding to the purposes with remaining gallery's unique image, and the system construction to actively correspond to a versifying society. 참고문헌 (Reference) |
