시각문화교육의 방법론적 모색을 위한 기초연구

A Research for the Methodological investigation of VAC: centered on TV Advertisement

본 연구는 TV를 중심으로 시각문화교육의 방법론을 모색하기 위한 기초연구이다. 가장 일상적인 매체로서 대중문화의 양적 팽창에 중요한 기여를 하고 있는 TV는 오늘날 학습자의 삶에서 중요한 경험의 지위를 갖고 있다. 따라서 TV에 대한 이해를 위하여 TV광고에 대한 아동들의 선호도와 그 이유, 좋아하는 광고의 특성 등을 알아보고자 하였다. 이는 아동들의 TV광고에 대한 수용 양식을 이해하여 시각문화교육 방법론에 시사점을 얻기 위함이었다. 조사를 통하여 대중문화에 대한 거리두기식 관점에서 벗어나 대중문화의 긍정성과 함께 부정성도 교육적으로 아동의 삶의 맥락과 연결시키는 적극적인 방법론을 개발할 필요가 있음을 이해하였다

The purpose of this study is a basic research to develop a teaching methodology of Visual Culture Education(VCE). This basic research is made focused on TV advertisement which is one of typical mass culture. TV is the most ordinary media, and contributed to expand mass culture quantitatively. Also TV hold key post to daily life of today s student. VCE reflects a general tendency to reject the conventional art historical study of a canon of aesthetic masterpieces. Mass culture replaces masterpieces and the canon with a vast range of visual objects and events like a TV advertisement that are studied in light of their meaning and social significance rather than their aesthetic value. Based upon understanding of TV, I researched children s preference of TV advertisements and their property. I asked to 5th, 6th students in seoul. “What is the most favorite TV advertisement, Why?”, “What is the strength and weakness of TV advertisement?” And I analyzed the common feature three TV advertisement which children liked In conclusion, Based upon the survey research, I suggest a several of implication for teaching methodology of VCE. First, When teacher choice visual culture as text, it must have based on children s culture. Second, FUN is very important motive to children, so we need to develop how to connect fun and studying. Third, We try to approach positively rather than protectively to mass media. Fourth We consider mass culture from social·cultural standpoint focused on relationship: producer and consumer, contents and form, society and an individual etc. Fifth We should make the best use of mass culture to build up communication skill.