ScholarWorks@중앙대학교

초록

This study aims to construct and propose a new theoretical model for critically analyzing the complex operational dynamics of visual content in the digital platform environment. To overcome the analytical gap left by previous studies that have applied theories of performativity, remediation, and new materialism in a fragmented manner, this paper presents the “Performative Remediation” model. This model integrates Judith Butler’s “performativity,” Bolter and Grusin’s “remediation,” and the new materialist concept of “re-materialization” into a unified, cyclical structure through Stuart Hall’s theory of “articulation.” This study argues that the “Performative Remediation” model operates through a cyclical process of [Remediation → Performativity → Re-materialization → Datafication]. To demonstrate the model's analytical utility, this paper analyzes cases from SNS, AI-generated imagery, and AR filters along two axes: “normative articulation,” through which platform power operates, and “counter-articulation,” which represents user practices of resistance. The analysis reveals a dialectical process wherein both the dominant power of platforms (e.g., the ideal selfie) and user resistance (e.g., memes, obfuscation) share and contend within the same mechanism of “performative remediation.” The “Performative Remediation” model holds academic significance by offering a new epistemological perspective that moves beyond the dichotomy of technological and social determinism. It provides a holistic framework for analyzing the entanglement of technology, power, and subjectivity in contemporary visual culture.

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