| Title |
Social-Cultural Meaning of the Modern Department Store on Magazines in the 1930s |
| Keywords |
1930s ; Magazine ; Modern Department Store ; Discourse |
| Abstract |
The modern department store on the magazines in the 1930s reflects colonial modernity. First, the modern department store in the 1930s was a showcase of changing urban culture of colonial modern times. Modern facilities, machines, products and public spaces of the department store in Neoclassicism style displayed modern fantasy out of colonial reality. Second, the modern department store played a role in enlightening colonial people. Modern technology, material, shop layout, and management of the department store disciplined colonial people familiar with modern lifestyle and the propensity to consume. Third, the modern department store was a place representing nationalism marketing. Against the hegemony of Japanese department stores, Hwa-shin Department Store, the only national department store managed by Park Heung-Sik, emphasized nationalism as marketing strategy. But on the other side, colonial people followed their own desire for modern products over nationalism, which brought themselves to Japanese department stores. Fourth, the modern department store was a public space for feminism discourse. Although still under traditional patriarchy, colonial modern women consumed and desired modern life and culture out of their traditional role in the modern department store. |