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商品拜物教作为一种意识形态,已经悄无声息地扩展为社会的整个存在方式和生活方式。中国如此旺盛的奢侈品消费能力,是在新帝国主义“消费主义”经济文化扩张中催生而出的,全球化时代,西方文化的输出和渗透为奢侈品消费泛滥推波助澜,成为新帝国主义品牌剥削的手段。奢侈品是阶层关系的再生方式,大众媒体创造的符号图腾,正迎合了人们身份归属感需求,消费者在极尽完美的奢侈品符号世界中,寻求自我身份的认同与归属。大众媒体在镜像奢侈品消费图腾的同时,也在构建当代消费文化。在文化传播的世界性空间里,充满了不平等的逻辑。消费世界是一个符号系统的世界,而“文化霸权”以一种隐性的文化暴力或文化强制形式,通过“符号的系统化操控”把西方价值观作为普世准则加以推行,在输出产品的同时输出价值观,从文化和意识形态层面进行隐蔽性渗透。
As a kind of ideology, commodity fetishism has quietly expanded into the entire existence mode and way of life of the society. Such a powerful consumption power of luxury goods in China was born out of the expansion of the economic and cultural neo-imperialism and “consumerism.” In the era of globalization, the export and infiltration of Western culture have fueled the proliferation of luxury goods and become the targets of neo-imperialism The means of brand exploitation. Luxury is a way to regenerate social relations. The symbolic totem created by the mass media is catering to the needs of people’s sense of belonging. Consumers seek identity and ownership of self-identity in the world of perfect luxury symbols. Mass media in the mirror image of luxury totem, but also to build a contemporary consumer culture. In the global space of cultural transmission, there is an imbalance of logic. The world of consumption is a world of symbolic systems, and “cultural hegemony” is promoted as a universal guideline through a system of implicit cultural violence or cultural coercion through the systematic manipulation of symbols. Export the product at the same time output values, from the cultural and ideological level concealed infiltration.