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在消费社会里,资本与大众文化合谋,通过广告把大量的符号信息构建了一种有诱惑力的生活方式的幻象,在对这些信息的解读过程中,催生出新的流行时尚,以培养、引导和操纵人们的消费趣味和消费观念,并进一步刺激人的“虚假的需求”(马尔库塞),“就连口渴也被演变成对可口可乐的需求。”[1]长期处在消费主导的社会环境中,人们的思想、生活态度和价值观都受到其规范和限制,创造力受到压制,于是,消费的意义超出单纯需求的满足或经济领域,成为理解和把握世界的一种方式,在消费符号化商品的过程中,人也把自己塑造成了一个符号化的个体。
In the consumptive society, the collusion between capital and mass culture, through the advertising a large number of symbolic information to build an illusion of an attractive lifestyle, in the interpretation of these information, the birth of new fashion, to train, Guide and manipulate people’s attitudes toward consumer interest and consumption, and further stimulate people’s “false demand ” (Marcuse) “Even thirst has also evolved into a demand for Coca-Cola. ” [1] Long-term In a consumer-led social environment, people’s thinking, attitude toward life and values are subject to their norms and restrictions, creativity is suppressed, so the meaning of consumption beyond the simple needs of the satisfaction or economic areas, to understand and grasp the world By the way, in the process of consuming the symbolic goods, people also shape themselves into a symbolic individual.