리얼리티 프로그램에 재현되는 청년세대의 음주문화: 타자 지향적 소비와 가치 소비를 중심으로

초록

This study focused on the drinking culture of the younger generation that has been newly created since COVID-19. First, in order to examine the media representation of drinking culture, MBC's <I Live Alone> and <Point of Omniscient Interfere> were selected and text analysis of TV reality programs was conducted. The results of the study showed that alcohol was a useful means of self-comfort and a type of taste culture for the cast. In particular, wine and whiskey were reproduced as new and fresh cultural experiences rather than being consumed as ostentatious leisure activities. In addition, in order to complementarily examine the acceptance of media texts and cultural practices, we selected 10 young people working in the liquor industry and non-working people and conducted in-depth interviews. Social Network Service had a major impact on the drinking consumption of the younger generation, and in that consumption was influenced by it or was made for its use, the drinking culture of the younger generation was oriented toward others. At the same time, it was found that young people tend to enjoy value consumption, and value is related to experiencing something different in the process of practicing hobbies and leisure. In other areas, the ambivalent consumption characteristics of the young generation, who are extremely frugal, have also caused the middle position of the industry to disappear.

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