视觉时代的主体性身份建构与品牌象征
发布时间：2018-10-10 18:42
【摘要】：视觉时代的到来,引发个人主体身份建构机制发生变化。从传统社会的宗法血缘等级关系、制度、教育、性别、种族或政治倾向等参照物,转向品牌象征来构建消费者主体身份,表明视觉时代出现新的个人主体身份构建路径。随着"物役人"现象的深化,人们的自我主体性身份—社会成员身份—消费者身份的依次建构越来越离不开他物,他物也更迫不及待地通过消费而欲成为身份建构的必需之物。品牌象征通过"消费偶像"的示范涵义促动着这个相互作用的发生。
[Abstract]:The arrival of the visual age leads to a change in the construction mechanism of the identity of the individual subject. From the traditional social patriarchal kinship hierarchical relationship, system, education, gender, race or political orientation, to brand symbol to build consumer subjective identity, indicating the emergence of a new visual era of personal subjective identity construction path. With the deepening of the phenomenon of "servitude", the construction of people's self-subjectivity identity, social membership identity and consumer identity is more and more inseparable from other things, and other things can't wait to become the necessary thing of identity construction through consumption. Brand symbol stimulates this interaction through the demonstration meaning of "consumer idol".
【作者单位】： 重庆第二师范学院文学与传媒系;西南大学文学传媒学院;
【基金】：2011年重庆市高等学校青年骨干教师资助项目《新媒体对当代教育活动的影响及其应用研究》(2011029)
【分类号】：J0-02;F270
[Abstract]:The arrival of the visual age leads to a change in the construction mechanism of the identity of the individual subject. From the traditional social patriarchal kinship hierarchical relationship, system, education, gender, race or political orientation, to brand symbol to build consumer subjective identity, indicating the emergence of a new visual era of personal subjective identity construction path. With the deepening of the phenomenon of "servitude", the construction of people's self-subjectivity identity, social membership identity and consumer identity is more and more inseparable from other things, and other things can't wait to become the necessary thing of identity construction through consumption. Brand symbol stimulates this interaction through the demonstration meaning of "consumer idol".
【作者单位】： 重庆第二师范学院文学与传媒系;西南大学文学传媒学院;
【基金】：2011年重庆市高等学校青年骨干教师资助项目《新媒体对当代教育活动的影响及其应用研究》(2011029)
【分类号】：J0-02;F270
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