한국생협의 정체성에 대한 연구: 홈페이지 담론 분석을 통해

This article seeks to figure out identities of consumers’ co-ops by analyzing their websites. In other words, this study aimed to explain how Korean consumers’ co-ops represent their identities on their website homepages. The homepage of an organization is a suitable text for uncovering it’s identity is proved by some preceding researches. Dure Coop, iCOOP, Hansalim, Happycoop are objects of this study. The iCOOP and Hansalim have been selected for analysis. Multimodal texts on the homepage and the ‘About Us’ page from October to December 2021 are examined, by using critical discourse analysis and Kress & van Leeuwen’s concepts of visual grammar. Results of this research show differences in the form and content of representation of the identity of consumers’ co-ops, the words used to describe members and goods, the manners of naming the related body, and more. Compared to the others, Hansalim has a unique, farmer-oriented paradigm. The iCOOP is different from other co-ops, because it places a premium on “I” and “the individual.” Despite a varieties of identities, consumers’ co-ops have similar social values; to build a harmonious society rather than a “winner take-all” society and to devote themselves to save the earth against climate change.