Oxana Jeoung-Rakova | Seoul National University (original) (raw)

Papers by Oxana Jeoung-Rakova

Temes de Disseny, 2024

This case study investigates how the digital transformation of urban design governance following ... more This case study investigates how the digital transformation of urban design governance following the COVID-19 outbreak has led to changes in approaches to citizen participatory design in Seoul, South Korea. Drawing on empirical data from the Seoul Citizen Design Bureau – an annual participatory program initiated by the Seoul Metropolitan Government since 2015 – and interviews with facilitators and participants, the study ethnographically examines the emergence of new local design actors amid unforeseen circumstances like the pandemic. The research sheds light on the diverse capacities and intermediary roles of digital collaboration tools such as ZoomTM and MuralTM, which not only enabled citizen involvement in design during the pandemic but also challenged established practices in institution-driven participatory design in Korea. By contextualising this analysis within a turbulent historical juncture, the study demonstrates the effectiveness of remote ethnography in uncovering the influence of “more-than-humans” in participatory design within the unique sociocultural setting of South Korea.

Design Studies, Vol.76, 2021

This article deploys ethnographic methods and actor-network theory (ANT) to investigate how stick... more This article deploys ethnographic methods and actor-network theory (ANT) to investigate how sticky notes challenge the historical hierarchies of South Korean corporate culture. After sketching challenges of workplace collaboration in South Korea, we present an ethnography of a co-creation workshop at a food company. To detail how sticky notes support collaborative inquiry, we approach them as active nonhuman actors and analyze the workshop progression through the four moments of ANT's sociology of translation—problematization, intéressement, enrolment, and mobilization. We conclude that stickies enable an effective silent ideation by hushing domineering senior participants and amplifying opinions from junior and mid-career participants. Finally, implications are drawn for stickies' mediating ability in culturally specific collaborative practices.

브랜드디자인학연구 , 2021

브랜드 아이덴티티를 체감할 수 있는 브랜드 공간 디자인에서 글로벌과 로컬화의 방향성은 매우 중요한 디자인의 출발점인데도 불구하고 검증된 기준이 없는 것이 현실이다. 공간 글로... more 브랜드 아이덴티티를 체감할 수 있는 브랜드 공간 디자인에서 글로벌과 로컬화의 방향성은 매우 중요한 디자인의 출발점인데도 불구하고 검증된 기준이 없는 것이 현실이다. 공간 글로컬라이제이션을 위해 브랜드 아이덴티티를 일관되게 유지하면서 어떠한 형태의 브랜드 공간이라도 각 지역의 소비자 특성에 적응시키는 개념적 가이드를 제공하는 것이 본 연구의 목적이다. 이를 달성하기 위해, 본 연구에서는 리테일 디자인과 마케팅 분야에 있어서 글로벌라이제이션과 로컬라이제이션을 논하는 선행 연구를 바탕으로 공간 브랜딩과 지역적 특징 적용을 통합한 실무에 적용이 가능한 3단계 프레임워크를 제안한다. 본 프레임워크를 검증을 위해 6개월간 서울 스타필드 코엑스몰에 위치한 글로벌 화장품 브랜드의 매장 디자인 프로젝트를 실시하며 장기적인 실증연구를 실시하였다. 구체적으로 공간 글로컬라이제이션 프레임워크는 첫 단계로 글로벌 브랜드의 아이덴티티 정의에서 출발한 후, 두 번째 단계로는 지역 소비자 행동에 대한 심도 있는 연구를 통해 구체적인 접점 경험을 디자인하고 매장에 적용을 하는 것을 권장한다. 마지막 단계로, 현지 소비자들의 평가를 통해 디자인을 검증하고 최적화할 것을 제안한다. 글로벌 브랜드 아이덴티티를 유지하면서 현지 소비자 행동을 고려하는 본 프레임워크는 리테일 디자인을 개발하고 개선하고자 하는 디자이너와 브랜드 관리자를 위한 실무에 적용이 가능한 디자인 방법론이다. 이는 소규모 조직에서부터 대규모 조직까지 모든 리테일 산업에 적용이 가능하다. 특히 코로나 사태 이후 더욱 급속하게 판매중심에서 브랜드 경험중심으로 변해가고 있는 리데일 매장의 기능과 목적을 로컬 소비자 행동 분석을 기반으로 하는 프레임워크를 동해 고유한 브랜드 아이덴티티를 훼손하지 않으면서 새로운 리테일 디자인 전략을 모색해 나갈 수 있으리라 기대한다. The issue of whether to adopt globalization or localization in international marketing activities has been actively debated by scholars and business experts in the last decades. The purpose of this research is to extend the discussion opened by such studies into retail branding. After the review of previous seminal studies on concepts such as globalization, localization, and glocalization, 6-month action research on L’occitane brand store design located in Starfield COEX Mall (Seoul) was applied. We have proposed the three-phase "Branded Space Identity Glocalization" framework as an approach that provides a conceptual guide for the adaptation of any type of brand space to the local consumer’s characteristics in each region while maintaining a consistent brand identity. A case study of a French cosmetic retailer expanding to the local Korean market illustrates the practical application of the proposed framework. This study is an important step to understand the concept of branded space localization. In particular, it provides a practical tool for brand managers and designers that enables them to develop retail formats according to local consumer preferences and behavioral patterns, which could become one of the major tasks after the end of the current COVID-19 pandemic outbreak.

The Korean Journal of Advertising, 2013

Despite the fact that cross‐cultural comparative research in advertisingis gradually increasing, ... more Despite the fact that cross‐cultural comparative research in advertisingis gradually increasing, only a few studies comparing the advertising betweenSouth Korea and Russia have been conducted. The purpose of thisstudy is to analyze how cultural characteristics between both nations arereflected in TV advertising. Therefore, Cultural Dimensions ofHofstede(1990) have been utilized in order to acquire the theoreticalground for the relationship between cultural values and TV advertising.We cross‐analyzed differences shown in TV advertising in Korea andRussia using 4 categories, Power Distance, Individualism/Collectivism,Masculinity/Feminity and Uncertainty Avoidance, which are all part ofHofstede’s cultural dimensions. This study was also done to determine ifcultural values varied between product categories.After analyzing a total of 660 TV commercials based on Pollay’s categories(1983), it was also proven that some significant differences exist andthat value appeals varied depending on product categories. This researchis expected to help in academic theories and working‐level practices as wellas provide effective strategies for creating international advertisements.

Temes de Disseny, 2024

This case study investigates how the digital transformation of urban design governance following ... more This case study investigates how the digital transformation of urban design governance following the COVID-19 outbreak has led to changes in approaches to citizen participatory design in Seoul, South Korea. Drawing on empirical data from the Seoul Citizen Design Bureau – an annual participatory program initiated by the Seoul Metropolitan Government since 2015 – and interviews with facilitators and participants, the study ethnographically examines the emergence of new local design actors amid unforeseen circumstances like the pandemic. The research sheds light on the diverse capacities and intermediary roles of digital collaboration tools such as ZoomTM and MuralTM, which not only enabled citizen involvement in design during the pandemic but also challenged established practices in institution-driven participatory design in Korea. By contextualising this analysis within a turbulent historical juncture, the study demonstrates the effectiveness of remote ethnography in uncovering the influence of “more-than-humans” in participatory design within the unique sociocultural setting of South Korea.

Design Studies, Vol.76, 2021

This article deploys ethnographic methods and actor-network theory (ANT) to investigate how stick... more This article deploys ethnographic methods and actor-network theory (ANT) to investigate how sticky notes challenge the historical hierarchies of South Korean corporate culture. After sketching challenges of workplace collaboration in South Korea, we present an ethnography of a co-creation workshop at a food company. To detail how sticky notes support collaborative inquiry, we approach them as active nonhuman actors and analyze the workshop progression through the four moments of ANT's sociology of translation—problematization, intéressement, enrolment, and mobilization. We conclude that stickies enable an effective silent ideation by hushing domineering senior participants and amplifying opinions from junior and mid-career participants. Finally, implications are drawn for stickies' mediating ability in culturally specific collaborative practices.

브랜드디자인학연구 , 2021

브랜드 아이덴티티를 체감할 수 있는 브랜드 공간 디자인에서 글로벌과 로컬화의 방향성은 매우 중요한 디자인의 출발점인데도 불구하고 검증된 기준이 없는 것이 현실이다. 공간 글로... more 브랜드 아이덴티티를 체감할 수 있는 브랜드 공간 디자인에서 글로벌과 로컬화의 방향성은 매우 중요한 디자인의 출발점인데도 불구하고 검증된 기준이 없는 것이 현실이다. 공간 글로컬라이제이션을 위해 브랜드 아이덴티티를 일관되게 유지하면서 어떠한 형태의 브랜드 공간이라도 각 지역의 소비자 특성에 적응시키는 개념적 가이드를 제공하는 것이 본 연구의 목적이다. 이를 달성하기 위해, 본 연구에서는 리테일 디자인과 마케팅 분야에 있어서 글로벌라이제이션과 로컬라이제이션을 논하는 선행 연구를 바탕으로 공간 브랜딩과 지역적 특징 적용을 통합한 실무에 적용이 가능한 3단계 프레임워크를 제안한다. 본 프레임워크를 검증을 위해 6개월간 서울 스타필드 코엑스몰에 위치한 글로벌 화장품 브랜드의 매장 디자인 프로젝트를 실시하며 장기적인 실증연구를 실시하였다. 구체적으로 공간 글로컬라이제이션 프레임워크는 첫 단계로 글로벌 브랜드의 아이덴티티 정의에서 출발한 후, 두 번째 단계로는 지역 소비자 행동에 대한 심도 있는 연구를 통해 구체적인 접점 경험을 디자인하고 매장에 적용을 하는 것을 권장한다. 마지막 단계로, 현지 소비자들의 평가를 통해 디자인을 검증하고 최적화할 것을 제안한다. 글로벌 브랜드 아이덴티티를 유지하면서 현지 소비자 행동을 고려하는 본 프레임워크는 리테일 디자인을 개발하고 개선하고자 하는 디자이너와 브랜드 관리자를 위한 실무에 적용이 가능한 디자인 방법론이다. 이는 소규모 조직에서부터 대규모 조직까지 모든 리테일 산업에 적용이 가능하다. 특히 코로나 사태 이후 더욱 급속하게 판매중심에서 브랜드 경험중심으로 변해가고 있는 리데일 매장의 기능과 목적을 로컬 소비자 행동 분석을 기반으로 하는 프레임워크를 동해 고유한 브랜드 아이덴티티를 훼손하지 않으면서 새로운 리테일 디자인 전략을 모색해 나갈 수 있으리라 기대한다. The issue of whether to adopt globalization or localization in international marketing activities has been actively debated by scholars and business experts in the last decades. The purpose of this research is to extend the discussion opened by such studies into retail branding. After the review of previous seminal studies on concepts such as globalization, localization, and glocalization, 6-month action research on L’occitane brand store design located in Starfield COEX Mall (Seoul) was applied. We have proposed the three-phase "Branded Space Identity Glocalization" framework as an approach that provides a conceptual guide for the adaptation of any type of brand space to the local consumer’s characteristics in each region while maintaining a consistent brand identity. A case study of a French cosmetic retailer expanding to the local Korean market illustrates the practical application of the proposed framework. This study is an important step to understand the concept of branded space localization. In particular, it provides a practical tool for brand managers and designers that enables them to develop retail formats according to local consumer preferences and behavioral patterns, which could become one of the major tasks after the end of the current COVID-19 pandemic outbreak.

The Korean Journal of Advertising, 2013

Despite the fact that cross‐cultural comparative research in advertisingis gradually increasing, ... more Despite the fact that cross‐cultural comparative research in advertisingis gradually increasing, only a few studies comparing the advertising betweenSouth Korea and Russia have been conducted. The purpose of thisstudy is to analyze how cultural characteristics between both nations arereflected in TV advertising. Therefore, Cultural Dimensions ofHofstede(1990) have been utilized in order to acquire the theoreticalground for the relationship between cultural values and TV advertising.We cross‐analyzed differences shown in TV advertising in Korea andRussia using 4 categories, Power Distance, Individualism/Collectivism,Masculinity/Feminity and Uncertainty Avoidance, which are all part ofHofstede’s cultural dimensions. This study was also done to determine ifcultural values varied between product categories.After analyzing a total of 660 TV commercials based on Pollay’s categories(1983), it was also proven that some significant differences exist andthat value appeals varied depending on product categories. This researchis expected to help in academic theories and working‐level practices as wellas provide effective strategies for creating international advertisements.