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홍차넷
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추천
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- 회원들이 추천해주신 좋은 글들을 따로 모아놓는 공간입니다.
- 추천글은 매주 자문단의 투표로 선정됩니다.
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전체기타일상/생각꿀팁/강좌게임문학영화의료/건강문화/예술경제체육/스포츠과학철학/종교정치/사회요리/음식역사여행IT/컴퓨터음악창작사진
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| Date |
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| Name |  삼유인생 |
| Subject | "트렌드코리아" 시리즈는 어쩌다 트렌드를 놓치게 됐을까? |
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https://www.mk.co.kr/news/culture/11135276 전체적인 트렌드 서적 판매량이 급감하고 있고, 부동의 원탑 또난도의 [트렌드코리아] 판매량도 최근 2~3년간 급격히 줄고 있다는 뉴스가 얼마전 나왔습니다. 저는 올해 '아보하'로 대표되는 무리수 키워드가 나오자마자 조롱거리가 되면서, 아 진짜 이제는 트렌드, 소비트렌드 보는 사람들한테는 그 영향력이 완전 끝나겠구나 생각이 들었습니다. 관련학과 출신 동료의 설명과 또난도의 책보다는 훨 나은 트렌드 서적을 내지만 트렌드코리아에 가려 빛을 못보던 책의 주저자 아저씨와의 얘기등을 토대로 트렌드코리아 책의 탄생과정과 추락, 그럼에도 여전히 팔리는 이유 등에 대해 짧게 적어보고자 합니다. 1. 시작 김난도 교수가 직접 밝힌 바 있듯, 애초에 이 분이 이런 책을 내기로 결심한 건 2010년인가 그 직전 LG경제연구원(현 LG경영연구원)에서 낸 미래트렌드 2020인가 하는 책을 보고, 소비트렌드로 집중해서 내면 좀 팔리겠다는 생각이 들어서였다고 합니다. [아프니까 청춘이다]로 이미 유명해진 상태에서 자신의 전공(실제 전공은 행정학일겁니다만 어쨌든 소속과는 소비자학이니)을 살려 소비트렌드 책을 제법 괜찮은 글솜씨에 조어를 묶고 한국의 '띠'를 상징하는 동물의 영어 단어 철자와 엮어서 내고 나니 공전의 히트를 기록하죠. 그리고 나서 매년 트렌드 책은 그 종류가 늘고, 점점 시장도 커집니다. 2. 위기와 쇄신 계속되는 억지 키워드, 특히 매 해를 상징하는 동물에 억지로 껴맞추는 키워드에 사람들이 슬슬 피로감을 느낍니다. 또 내용도 점점 부실해지죠. 신문기사 짜깁기 수준인데 이게 뭔 트렌드? 라는 말이 나옵니다. 이런 얘기가 쏟아지는 시점이 대충 2010년대 중반 이후, 늦어도 후반이었습니다. 그래도 한 번 구축한 1등의 자리, 그 명성은 쉽게 사라지지 않았죠. 위기의식을 느낀 김 교수와 연구진은 일정 정도 프로세스 쇄신을 합니다. 나름 데이터 분석도 하고, 트렌드 헌터들을 통해 진짜 트렌드를 제대로 짚어내려는 노력을 하죠. 책이 좀 다시 좋아졌다는 얘기가 나오는 게 2019년 이후일겁니다. 그리고 코로나 팬데믹이 터지고 사람들은 뭐가 뭔지 모르겠는 상황에서 불안하고...그래서 트렌드 서적은 다시 한 번 열풍이 불게 되는데, 이때 역시나 1위 자리에 있던 트렌드코리아는 여전히 잘나가는 듯 보였습니다. 3. 그럼에도 불구하고 하지만 [트렌드코리아] 시리즈는 근본적 한계를 안고 있습니다. 트렌드라는 건 아무리 짧게 잡아도 그렇게 매년 10여개 키워드가 나올 수가 없습니다. 그러다보니 FAD를 트렌드로 포장해 내고, 무리수를 두고, 그러다보면 메가트렌드는 오히려 놓치는 일이 발생합니다. 진짜 트렌드를 읽어내려면, 아무리 소비트렌드에 국한한다고 해도 소비자학/소비자행태 연구자들만 모여서는 결코 읽어낼 수 없습니다. 매크로를 보는 경제학자, 정치사회 변화를 읽어내는 정치학자와 사회학자, 문화인류학자. 최소 이 정도는 모여있어야 합니다. 그런데 [트렌드코리아]를 만들어내는 연구팀은 그 안에서 인력 재생산을 해 내야 하고 젊은 연구진들을 먹여살려야 합니다. 그래서 김난도 교수가 열심히 대기업 강연을 뛰고, 명성을 유지하고 연구실을 굴리는 상황이었죠. 그러면서 재미있는 현상이 벌어집니다. 올해 키워드 10개를 봅시다. 1. 옴니보어 2. 아보하(ㅋㅋㅋ) 3. 토핑경제 4.페이스테크 5.무해력 6.그라데이션K(국뽕을 여기에?) 7.물성매력 8. 기후감수성 9. 공진화 전략(언제적 얘기?) 10. 원포인트업 대충 딱 봐도 1~5 정도까지는 대학생 트렌드헌터들의 얘기가 모아진 겁니다. 뭔가 트렌디한 느낌은 있지만 그냥 젊은층의 속성에 가까운(4는 아니지만) 얘기들입니다. FAD스러운 것도 많지요. 여기에 나머지 다섯개는 50대 이상의 교수, 연구자들의 거대담론병이 들어와 있는게 보이죠. 어색하게 10개가 나열되는 이유입니다. 4. 대기업 임원진들의 게으름 저는 [트렌드코리아]가 그래도 계속 생명력을 갖는 이유는 정말 자신의 기업 내 똑똑한 직원들이 실제 트렌드를 잘 정리해서 보고해도 '부하직원' 얘기라 별로 귀기울이지 않고, 바깥의 권위자가 한 마디 해야만 솔깃해하는 한국 조직 리더들의 특성 때문이라고 생각합니다. 매년 대기업에서 신년 조찬회, 신년 강연, 연말 강연 등으로 김난도 교수를 불러 강연을 듣지요. 또 강연 듣기 전에 직원들이 잘 요약해서 두 장 정도로 보고서도 올려주니 이미 '나는 트렌디하다. 트렌드를 잘 아는 사람이다'라는 착각도 만들어졌습니다. 이 책을 읽으면 트렌드를 알 수 있다는 착각, 실제 세상의 변화를 면밀히 주시하고 자신의 프레임으로 정리할 수 없는 조직 리더들의 지적 게으름, 독보적 1위 트렌드 서적의 저자와의 지속적 만남이 그나마 이 책의 명성 혹은 영향력을 유지시켜 주고 있는 게지요. 5. 앞으로는? 개인적으로는 확실히 올해가 분기점이 될 것이라 보고 있습니다. 일단 트렌드연구자, 소비자 연구자들 사이에서 책의 내용이 별로 화제가 되지 않은지는 꽤 됐지만 올해처럼 아무도 관심 없는 해는 처음인 거 같습니다. 하지만 큰 조직에서는 누군가 책을 요약해 보고하고 여전히 김난도 교수를 초빙해 강연을 듣겠지요. 그럼에도 다시 한번 쇄신해서 전혀 다른 구성과 방식을 찾아내지 못하면 이렇게 서서히 한때 유행했던 시리즈로 소멸해 갈지도 모르겠다는 생각이 들었습니다. 이 글은 그냥 김난도 교수를 비난하고자 쓴 글이 아니라, 그래도 애정을 담아 제발 좀 다시 제대로 책을 내주길 바라는 마음에서 쓴 것입니다. 2년주기로 좀 텀을 벌리는 것도 방법일 겁니다. 1년은 호흡이 좀 너무 짧습니다. 세상의 변화가 빠를 수록 트렌드는 좀 길게 보고 가야합니다. 혼란스러운 변화, 급변하는 Fad 사이에서 진짜 트렌드가 뭔지는 면밀한 연구가 필요하기 때문입니다. P.S 저는 개인적으로 트렌드코리아는 꾸준히 읽어오지 않았습니다. Z세대 이해가 필요했던 몇년간 대학내일연구소의 트렌드책을 읽었고, 가장 꾸준히 읽어왔던건 마크로밀엠브레인의 [트렌드모니터] 시리즈이고, 최근 들어서는 이코노미스트지의 [세계경제 대전망](말이 경제 대전망이지 글로벌 트렌드 서적에 가깝습니다.)를 열심히 보고 있습니다. * Cascade님에 의해서 티타임 게시판으로부터 게시물 복사되었습니다 (2024-10-29 08:33) * 관리사유 : 추천게시판으로 복사합니다. Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view.php on line 133 Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view.php on line 146 Warning: Use of undefined constant vote - assumed 'vote' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view.php on line 161 16 |
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Warning: Use of undefined constant ismember - assumed 'ismember' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/view.php on line 577
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/view.php on line 577
Warning: Use of undefined constant level - assumed 'level' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/view.php on line 577
Warning: Use of undefined constant grant_delete - assumed 'grant_delete' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/view.php on line 577
Warning: Use of undefined constant ismember - assumed 'ismember' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/lib.php on line 425
Warning: Use of undefined constant ismember - assumed 'ismember' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/lib.php on line 429
Warning: Use of undefined constant use_formmail - assumed 'use_formmail' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/view.php on line 605
Warning: Use of undefined constant name - assumed 'name' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/lib.php on line 599
Warning: Use of undefined constant name - assumed 'name' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/lib.php on line 599
Warning: Use of undefined constant name - assumed 'name' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/lib.php on line 600
Warning: Use of undefined constant name - assumed 'name' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/lib.php on line 600
Warning: Use of undefined constant is_admin - assumed 'is_admin' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/lib.php on line 605
Warning: Use of undefined constant is_admin - assumed 'is_admin' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/lib.php on line 605
Warning: Use of undefined constant is_admin - assumed 'is_admin' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/lib.php on line 609
Warning: Use of undefined constant is_admin - assumed 'is_admin' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/lib.php on line 609
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/lib.php on line 614
Warning: Use of undefined constant ismember - assumed 'ismember' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/lib.php on line 616
Warning: Use of undefined constant x - assumed 'x' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/lib.php on line 618
Warning: Use of undefined constant name - assumed 'name' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/lib.php on line 618
Warning: Use of undefined constant x - assumed 'x' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/view.php on line 612
Warning: Use of undefined constant name - assumed 'name' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/view.php on line 612
Warning: Use of undefined constant reg_date - assumed 'reg_date' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/view.php on line 620
Warning: Use of undefined constant ismember - assumed 'ismember' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/view.php on line 628
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/view.php on line 628
Warning: Use of undefined constant HTTP_HOST - assumed 'HTTP_HOST' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/view.php on line 640
Warning: Use of undefined constant name - assumed 'name' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/view.php on line 644
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/view.php on line 646
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/view.php on line 646
Warning: Use of undefined constant HTTP_HOST - assumed 'HTTP_HOST' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/cmt_replace.php on line 3
Warning: Use of undefined constant ismember - assumed 'ismember' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 6
Warning: Use of undefined constant file_name - assumed 'file_name' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 28
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 65
28022 class="iamcmt" style="display:none;"> Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 66
28022 class='vcm '>
Warning: Use of undefined constant x - assumed 'x' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 70
Warning: Use of undefined constant x - assumed 'x' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 71
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 76
Warning: Use of undefined constant ismember - assumed 'ismember' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 117
Warning: Use of undefined constant ismember - assumed 'ismember' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 118
Warning: Use of undefined constant ismember - assumed 'ismember' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 119
Warning: Use of undefined constant ismember - assumed 'ismember' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 120
Warning: Use of undefined constant ismember - assumed 'ismember' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 121
28022'> 먹이
Warning: Use of undefined constant mod_date - assumed 'mod_date' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 133
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 140
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 140
Warning: Use of undefined constant reg_date - assumed 'reg_date' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 142
24/10/15 08:41
28022>삭제 주소복사
Warning: Use of undefined constant level - assumed 'level' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 150
전에도 적었지만 억지 밈은 소비해주지 않는 편이 최선입니다
알아서 사라지게 되어 있지요
Warning: Use of undefined constant level - assumed 'level' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 158
Warning: Use of undefined constant password - assumed 'password' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 166
Warning: Use of undefined constant vote - assumed 'vote' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 171
Warning: Use of undefined constant vote - assumed 'vote' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 172
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 173
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 173
Warning: Use of undefined constant vote - assumed 'vote' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 173
8
알아서 사라지게 되어 있지요
Warning: Use of undefined constant level - assumed 'level' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 158
Warning: Use of undefined constant password - assumed 'password' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 166
Warning: Use of undefined constant vote - assumed 'vote' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 171
Warning: Use of undefined constant vote - assumed 'vote' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 172
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 173
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 173
Warning: Use of undefined constant vote - assumed 'vote' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 173
8
28022>
28022>
