摘要
在消费社会与媒介化社会的双重背景中,粉丝文化呈现出鲜明的后现代特征,粉丝的文化生产与文化消费行为成为研究的焦点。通过对“Air Jordan鞋文化”研究发现,当前粉丝的文化消费存在符号消费、体验消费与跨界消费三重维度。从“买鞋”到“穿鞋”,再到“藏鞋”,鞋迷在意义的创建与流通中获得快感,“文化塑造自我”逐渐变成了“消费塑造自我”。在商品浪潮中,当AJ鞋与其他潮流品牌形成意义的联结,成为鞋迷身体的一部分,球鞋文化也在鞋迷的具身传播实践中被不断塑造与阐释。在这一过程中,粉丝与迷的对象通过媒介物实现了“连接”甚至是“沟通”,人与物、社会的关系也得到了重构。然而,商业文化逐渐侵蚀着粉丝文化,粉丝并不能实现“我买故我在”,反而存在被物化的风险。
In the dual social background of consumer society and media society,fan culture presents distinctive post-modern characteristics.The cultural production and cultural consumption behavior of fans has also become the focus of research.Through the research of“Air Jordan shoe culture”,the author found that there are three dimensions of cultural consumption:symbolic consumption,experiential consumption and cross-border consumption.From“buying shoes”to“wearing shoes”to“collecting shoes”,shoe fans gain pleasure in the creation and circulation of meaning,and“culture shaping oneself”gradually becomes“consumption shaping oneself”.In the commodity wave,when AJ shoes form a meaningful connection with other trendy brands and become a part of the body of shoe fans,sneaker culture is also continuously shaped and explained in the practice of embodied communication of shoe fans.In this process,fans and obsessed objects realize“connection”or even“communication”through media,and the relationship between people,things,and society has also been reconstructed.However,commercial culture is gradually eroding fan culture.Fans cannot realize“I buy,therefore I am”.Instead,there is a risk of being materialized.
作者
杨钊
Yang Zhao(College of Literature and Journalism,Sichuan University)
出处
《当代青年研究》
CSSCI
2022年第2期48-55,共8页
Contemporary Youth Research
关键词
消费社会
媒介化
粉丝
文化消费
球鞋文化
Consumer Society
Mediation
Fans
Cultural Consumption
Sneaker Culture
