세대별 옴니보어 문화예술 소비와 영향요인: MZ세대 내 이질성을 중심으로

초록

As the value of work-life balance continues to gain prominence, interest in leisure activities, particularly in culture and the arts, has increased significantly. According to a survey by the Ministry of Culture, Sports and Tourism, the participation rate in cultural events temporarily declined during the COVID-19 pandemic but recovered in 2022. Notably, differences in cultural event attendance and consumption patterns were observed across generations. This study focuses on omnivorous cultural consumption, which encompasses both high culture and popular culture, and examines generational differences in such consumption and their determinants. The study used data from the 2022 National Culture and Arts Activities Survey conducted by the Ministry of Culture, Sports and Tourism. Generational differences in the likelihood of engaging in omnivorous cultural consumption and key predictors of these differences were analyzed using a chi-square test, logistic regression, and CatBoost, a machine learning algorithm. The results indicate that younger generations are more likely to engage in omnivorous cultural consumption. For individuals in their 20s, cultural capital and social-environmental factors were significant predictors, while for those in their 30s and 40s–50s, cultural capital, economic capital, and demographic factors played more substantial roles. Furthermore, although the 20s and 30s are often grouped as the “MZ generation,” this study found significant differences in the likelihood of engaging in omnivorous cultural consumption between these two age groups. A mediation analysis based on Baron and Kenny’s (1986) method revealed that experiences in arts education during adolescence and participation in cultural activities served as key mediators that increased the likelihood of omnivorous cultural consumption among individuals in their 20s (vs. 30s). In summary, this study applies diverse analytical methods to examine generational differences in omnivorous cultural consumption and their determinants, thereby revealing the heterogeneity within the MZ generation. The findings highlight the need for segmented marketing strategies and tailored policy development that consider generational characteristics. Additionally, the study offers implications for promoting omnivorous cultural consumption and expanding the cultural base.

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