뮤지엄샵 연구: 사례분석과 선행연구

국문 초록 (Abstract)

미술관은 기본적으로 비영리기관이며 미술관의 임무는 전시와 교육, 소장품 관리 및 연구로 여겨진다. 그러나 미술관 내 상업공간인 ‘뮤지엄샵’은 21세기에 들어 기념품판매뿐만 아니라 아티스트나 디자이너들과 협업하여 다른 상점에서는 구하기 어려운 책이나 상품을 만들고 미술관 홍보와 자금마련에 기여하는 등 그 목적과 역할이 훨씬 다양해지고 중요해지고 있다. 그러나 증가하는 뮤지엄샵의 가시성이나 중요성에 비해 그에 대한 진지한 논의나 학술적 연구는 드물다. 특히 미술관학의 한 부분으로 뮤지엄샵을 다루는 연구는 찾아보기 어렵다. 본고는 뮤지엄샵 연구의 필요성과 활성화를 주창하고 여기에 따르는 담론적 문제를 고찰함으로써 후속 연구를 위한 기반을 마련하는 데에 목적을 둔다. 먼저 선행연구 상황을 분석할 것이며, 선행연구의 부족과 미술관의 마케팅 역사를 미술관학 맥락에서 추적하는 데에 따르는 어려움은 문화연구에 남아 있는 계몽주의적, 근대주의적 엘리트문화를 지적하는 것으로 이어질 것이다. 현재 뮤지엄샵의 기원에 대해 설명해 줄 수 있는 정보가 남아 있지 않은 상황에서, 특정 미술관들의 뮤지엄샵이 어떻게 발전했는지 살펴보는 사례분석이 유용하다. 본고에서는 오늘날 대표적인 뮤지업샵을 운영하고 있는 두 미술관, 메트로폴리탄미술관과 뉴욕현대미술관의 초기 홍보 및 상업 활동을 살펴봄으로써 뮤지엄샵의 발전 역사를 박물관학 맥락에서 추적한다. 이 미술관들의 초기 홍보 및 상업 활동이 어떻게 뮤지엄의 ‘교육’의 임무와 연결되고, 이것이 다시 어떻게 이들의 뮤지엄샵 발전과 연결되는지 논의할 것이다. 끝으로, 뮤지엄샵을 다각적으로 연구할 필요성을 피력하며 이러한 연구의 학술적 효과와 의의를 제시할 것이다.

다국어 초록 (Multilingual Abstract)

In the twenty-first century, the role and purpose of the so-called ‘museum store,’ the retail operation within non-profit museums, has become diverse and important as these outlets not only sell souvenirs, but also collaborate with artists and designers to produce unique objects and offer for sale exclusive products, contributing to the promotion and funding of the parent museums. Despite their increasing importance, however, museum stores have received little interest from academic and scholarly discourses including museum studies. This paper aims to argue the necessity of diverse explorations of museum stores as a division of museums, by offering case studies and discussing issues that may follow this research topic. I analyze the scarcity and limited purview of existing studies on the topic, and then discuss case studies. While there is currently no information on the origin of the first museum store, my study traces the early histories of the Metropolitan Museum of Art and the Museum of Modern Art in New York—two museums with the most prominent stores—and show that their early retail and publicity activities have been related to the museums’ missions to educate the public and that these histories are also linked to the identity of each museum store.

목차 (Table of Contents)

• Ⅰ. 들어가며 – 연구 배경과 목적
• Ⅱ. 선행연구 현황
• Ⅲ. 사례연구
• Ⅳ. 나가며 – 뮤지엄샵 연구의 의의
• 참고문헌
• 국문초록
• Abstract

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