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| 文章编号：1672-3104(2012)06-0174-04 |
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视觉时代的主体性身份建构与品牌象征 |
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严亚 |
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（重庆第二师范学院文学与传媒系，重庆，400067；
西南大学文学传媒学院，重庆，400715） |
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| 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。 |
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| 关键词： 视觉时代；主体性身份建构；他物主体性；品牌象征 |
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The Subjectivity Construction of Visual Age and Brand Symbolic Values |
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YAN Ya |
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（Chongqing University of Education, Chonqing 400067, China;
School of Journalism and Communication of Southwest University, Chonqing 400715, China） |
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| Abstract: With the arrival of the visual age, the construction mechanism of consumers’ subjectivity status has been changed. It’s the steering that shows the new constructing way of one’s subjectivity status ranging from the traditional references, such as Patriarchal kinship hierarchical relationships, systems, education, gender, race or political tendency, to brand as well as its consuming behavior. With the deepening of the phenomenon “controlled by material”, the construction of people’s self-identity of the subjectivity, social membership and the identity of consumers turn increasingly to be inseparable from materials, while materials wish to become the necessary ones in status constructing. Through the demonstration of the meaning of the consuming idol, the symbolic values of brand quietly actuate the interaction between the two processes. |
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Key words: visual age; subjectivity construction; self subjectivity; the otherness; brand symbolic values |
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