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23 ABSTRACT Colossal generosity of a convenience store in the urban life of modern consumption capitalist society Kim Ae ran s novel, I Go to a Convenience Store JOUNG, Yoon-Hee This study examines how the urban life of modern consumption capitalist society is reproduced through the symbolic meaning of convenience store shaped in Kim Ae ran s novel, I Go to a Convenience Store (2005). Convenience stores, which are the spatial background of narrative, show very intensely the inhuman aspects brought about by the lonely daily life of modern urban people and the McDonaldization of convenience stores. More than anything, convenience stores define the way and identity of modern people. I, a 20 year old heroine, looks for convenience stores like a habit. She buys a daily life, not goods. The act of consuming the goods at the convenience store allows her to confirm her presence as a citizen of Seoul by getting rid of her life which has been bruised for a while. The important thing is that the advanced systems and operating methods of convenience stores, such as rationality, efficiency, and computability, are rather dehumanizing. Convenience stores are absolutely mindless for individuals, only for fetish goods, barcode and scanner exchanges. In other words, the identity of an individual is absent from the colossal generosity of a convenience store. The interest of the convenience store is because it is not me but a water, a paper handkerchief, a razor blade. I Go to a Convenience Store accuses the reality that in the world where everything is reduced to the value of money, individuals experience only alienation without any human relationship or communication. The dramatic scene at the end of the novel, and the advice to look around if you go to a convenience store is an alarm bell to the frigid and exigent reality. Key Words consumption capitalist society, convenience store, Colossal generosity, urban life, alienation, dehumanizing

24 저자 : 정윤희 (joungyh@dongduk.ac.kr) 논문접수일 : / 심사완료일 : / 게재확정일 :

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<B1A4B0EDC8ABBAB8C7D0BAB8392D345F33C2F75F313032362E687770> 광고에 나타난 가족가치관의 변화 : 97년부터 26년까지의 텔레비전 광고 내용분석* 2) 정기현 한신대학교 광고홍보학과 교수 가족주의적 가치관을 사회통합의 핵심 중의 핵심으로 올려놓았던 전통이 현대사회에서 아직 영향력을 미치는 점을 감안할 때, 한국에서의 가족변동은 사회전반의 변동으로 직결된다고 해도 크게 틀리지 않을 것이다. 97년부터 26년까지 텔레비전에서