중년여성의 외적 이미지 취향을 기반으로 한 메타버스 아바타 헤어스타일 = Hairstyles for Avatars in the Metaverse Based on Middle-Aged Women’s Preference for External Image

다국어 초록 (Multilingual Abstract)

The influence of the persistent coronavirus disease 19 as a global pandemic, metaverse is marked by more diverse aspects of activities in the online world as the Internet has increasingly emerged as an alternative space for non-face-to-face works, etc. due to the narrowed scope of offline activities, the extension of contact-free culture, and the enhanced social distancing. In particular, the metaverse, which has been one of the keywords in the IT industry, is called an evolved Internet and is rapidly expanding into various fields by acting on our society, politics, culture, economy, and education. Additionally, the media ecosystem is showing a transition to the metaverse from conventional media platforms such as Instagram and YouTube, suggesting that the metaverse will be a new media platform used by a wide range of ages in the future.
Particularly, middle-aged women belonging to the Net Generation, also called “N Generation,” are active in doing social activities, as much as younger generations, with youthful, sophisticated, and stylish manners. Middle-aged women who have time to relax and have established economic competence usually strive to take good care of themselves in various aspects, even though they are starting to experience extrinsic aging, in an attempt to impress others favorably in contemporary society where external images of people are evaluated as competitiveness. The management of external images, therefore, not only implies the improvement of outward appearance but has a cultural meaning as a language. The function of image in mutual communication is more than a linguistic means of communication. In recent years, now that it has been considered important to display unique individual tastes rather than simply following the latest trends, more people are enjoying the expression of individuality within a large frame of fashion, which is mainly due to the advancement of media where individuals can freely express and share their own tastes based on their own data accumulated in the meantime.
As such, in this study, the hairstyles for currently vitalized avatars in the metaverse were developed, produced, and applied by assessing middle-aged women’s preference for external image. Expression of unique and individualistic tastes through avatars in the metaverse will become a cultural interpretation of aspects in the new realm of modern society and the foundation for facilitating the use of metaverse avatars among middle-aged women.
This study relates to the preference for external image among middle-aged women in their 40s and 50s and the development of hairstyles for avatars in the metaverse based on their individual tastes, and in order to produce study results, online in-depth research and survey were conducted. In an attempt to identify middle-aged women’s preference for external image, 16 subjects who had experience with social network service (SNS), among women in their 40s and 50s majoring in fashion or beauty, working in relevant fields, or highly interested or involved in fashion or beauty, were investigated by means of netnography and in-depth interviews. Further, a survey was conducted in 445 subjects to produce avatar hairstyles according to the four pursued external images that were derived as a result of the in-depth interviews, and SPSS 27.0 was used to analyze the survey results. Based on the analysis results, a total of 12 avatar hairstyles applicable to each of the 2D-based Gather Town and the 3D-based ZEPETO were produced and applied, and the outcomes are as follows:
First, as a result of investigating middle-aged women’s preference for external image, self-images, pursued images, tastes for lifestyle and external images, and expression elements for external image were derived. Middle-aged women who participated in this study were generally satisfied with their self-image, which was shown to be related to a sense of stability felt during this socially and financially stable period. As for pursued image, ‘intellectual/sophisticated image,’ ‘elegant/dignified image,’ ‘active image,’ and ‘comfortable image’ were the most preferred. Among expression elements for external image, hairstyle was considered most important, and changed hairstyle was found to imply various meanings connected with interest and evaluation from others, supplementation of weakness, etc. in addition to transformation of overall image.
Second, as a result of examining the external image expression of avatars and meanings thereof according to middle-aged women’s preference for external image, the reflection of taste for real images, the reflection of taste for pursued ideal images, and the factors for acknowledgement and denial of reality were derived. The reflection of taste for real images was found in participants who had high satisfaction with images of reality, suggesting that the participants wanted to be recognized by others by revealing themselves as they were since an avatar in the virtual world would exist in replacement of themselves. The reflection of taste for pursued images was shown to be associated with the past memories or experiences influencing the formation of ideal images and implied a sense of expectation in which what seemed impossible to be embodied in reality due to personal reasons could be freely expressed through avatars. An important element of external image expression was found to be hairstyle, same as that in reality. In addition, the participants tended to be mostly satisfied with how they lived their lives, like themselves, react positively to their current appearance, and have self-esteem.
Third, as a result of examining the characteristics related to the use of avatars, vicarious satisfaction, self-expression, pursuit of fun, display of senses, and meanings as a social means were derived as factors. The participants were highly interested in vicarious satisfaction which was not felt in the real world with respect to using avatars, and in this case, self-expression and pursuit of fun as playful emotions were found to appear in a complicated way. When using avatars, middle-aged women did not want to get a favorable feeling from others but wanted to display their aesthetic sense and gain attention and recognition from others with it. In addition, the participants wanted to expand economic activities in the virtual world to the real world even though no communication for anything other than work was desired. Furthermore, it was indicated that avatars had meanings as a social means with the anticipation of extending limited human relationship in real life.
Fourth, middle-aged women’s preference for hair design according to taste for external image was analyzed. As a result, the preferred length and shape of hair for intellectual/sophisticated image involved bobbed hair (not layered), dark brown color, C-curled wave, parting hair on the left, side bangs, and letting hair down. For elegant/dignified image, the preferred length and shape of hair involved medium length (not layered), dark brown color, C-curled wave, parting hair on the left, side bangs, and low bun. For active image, short cut, brown color, C-curled wave, not parting hair, no bangs, and letting hair down were preferred. For comfortable image, bobbed hair (layered), brown color, C-curled wave, parting hair in the middle, see-through bangs, and ponytail were preferred.
With regard to intellectual/sophisticated image, short hair was preferred, irrespective of whether it was layered. For elegant/dignified image, non-layered hair was preferred. In both images, parting hair on the left and side bangs were preferred, which suggested the reflection of a hair image pursued by many Korean women in real life. For active image, preference for the hair pulled back with no parting and bangs seemed related to middle-aged women’s desire to gain greater recognition for their own ability and position in society. Comfortable image shows a desire to express a natural image in a plain and simple style, and most of middle-aged women tended to think of their actual image as comfortable.
The preference for C-curled wave and brown color was found in all of the four images, which was probably due to the increase in gray hair, decrease in hair volume, and thinning hair as aging, frequent hair dyeing, and lack of color options.
Fifth, the factors of preference for hair design were analyzed to propose avatar hairstyles according to middle-aged women’s taste for external image, and based on the extracted upper items and the order of preference, a total of three hairstyles were derived for each image. Thus, after sketching and modelling of these hairstyles, a total of 12 avatar hairstyles applicable to each of the 2D-based Gather Town and 3D-based ZEPETO were proposed.
Avatar hairstyle 1 for intellectual/sophisticated image involved non-layered bobbed hair, dark brown color, C-curled wave, parting hair on the left, side bangs, and letting hair down; hairstyle 2 involved short cut, brown color, straight hair, parting hair on the right, no bangs, letting hair down; and hairstyle 3 involved layered bobbed hair, black color, S-curled wave, parting hair in the middle, see-through bangs, and low bun.
Avatar hairstyle 1 for elegant/dignified image involved non-layered medium-length hair, dark brown color, C-curled wave, parting hair on the left, side bangs, and low bun; hairstyle 2 involved non-layered long hair, brown color, wave perm, parting hair in the middle, no bangs, letting hair down; and hairstyle 3 involved layered long hair, black color, S-curled wave, parting hair in a diagonal line, see-through bangs, and half bun.
Avatar hairstyle 1 for active image involved short cut, brown color, C-curled wave, letting hair down without parting and bangs; hairstyle 2 involved two-block cut, light brown color, S-curled wave, parting hair in the middle, side bangs, letting hair down; and hairstyle 3 involved layered bobbed hair, dark brown color, straight hair, parting on the left, see-through bangs, and letting hair down.
Avatar hairstyle 1 for comfortable image involved layered bobbed hair, brown color, C-curled wave, parting hair in the middle, see-through bangs, ponytail; hairstyle 2 involved layered medium hair, dark brown color, S-curled wave, no parting, side bangs, and letting hair down; and hairstyle 3 involved non-layered bobbed hair, black color, straight hair, parting hair on the left, no bangs, and low bun.
The above study results indicated that middle-aged women had a high tendency of wanting to apply the image and hairstyle similar to those they had in real life or the image pursued by them to their avatar in the virtual world. In this study, it was found that middle-aged women were expressing their taste for external image using their own data accumulated in their life rather than simply following the latest trends but were not completely deviating from a large frame of social trends. Thus, it is considered necessary to present the styles that go with the current trends in terms of new media or brand contents but can represent the images pursued by middle-aged women.
The limitation of this study and the proposal for subsequent research are as follows:
This study relates to the development of hairstyles according to middle-aged women’s taste for external image, and in this regard, it may be necessary to conduct subsequent research aimed at proposing various types of hairstyles and beauty items for a wider age range of males and females. In addition, study participants had no or little experience with metaverse, and accordingly, to overcome such limitation of this study, further studies need to involve avatar users in the metaverse with respect to research on the external images of avatars.

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 1. 연구의 필요성 1
• 2. 연구의 내용 및 절차 6
• 3. 용어정의 8
• Ⅱ. 이론적 배경 9
• 1. 메타버스 플랫폼 9
• 1) 메타버스의 개념 9
• 2) 메타버스의 유형 10
• 3) 메타버스의 현황 15
• 2. 메타버스 아바타의 이론적 고찰 17
• 1) 뉴미디어와 커뮤니케이션 이미지 종류 및 현황 17
• 2) 메타버스 아바타의 개념 22
• 3) 메타버스 아바타 추이 고찰 23
• 3. 중년여성과 외적 이미지 취향 29
• 1) 중년여성과 외적 이미지 관리 29
• 2) 취향의 사회학적 개념과 상호작용 의례 35
• 3) 외적 이미지 취향 39
• Ⅲ. 연구방법 43
• 1. 중년여성의 외적 이미지 취향 43
• 1) 조사방법 43
• 2) 연구 참여자 45
• 3) 자료수집 47
• 4) 자료분석 47
• 2. 외적 이미지에 따른 헤어디자인 선호도 48
• 1) 조사대상 48
• 2) 측정도구 50
• 3) 자료수집 51
• 4) 자료분석 51
• Ⅳ. 결과 및 고찰 52
• 1. 중년여성의 외적 이미지 취향 52
• 1) 자기 이미지 52
• 2) 추구하는 이미지 54
• 3) 라이프 스타일과 외적 이미지 취향 56
• 4) 외적 이미지 취향의 표현 요소 58
• 2. 중년여성의 아바타 외적 이미지 취향 61
• 1) 실제 이미지 취향의 반영 61
• 2) 추구하는 이상적 이미지 취향의 반영 62
• 3) 현실의 인정과 부정 65
• 3. 중년여성의 아바타 이용 특성 68
• 1) 대리만족 69
• 2) 자기표현 71
• 3) 재미추구 72
• 4) 감각의 과시 74
• 5) 사회적 수단으로서의 의미 79
• 4. 외적 이미지 취향에 따른 헤어디자인 요소 선호도 분석 86
• 1) 외적 이미지 취향과 헤어스타일 86
• 2) 추구 이미지에 따른 헤어디자인 요소 분석 88
• 3) 추구 이미지에 따른 선호 헤어디자인 요소 96
• 5. 아바타 헤어스타일 제작 및 적용 98
• 1) 2D 기반 게더타운 아바타 헤어스타일 100
• 2) 3D 기반 제페토 아바타 헤어스타일 106
• Ⅳ. 결론 및 제언 113
• 1. 결론 113
• 2. 제언 117
• 참고 문헌 118
• 부록 : 설문지 130

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