电视媒体与消费主义的共谋：符号价值的泛滥

发布时间：2018-01-07 00:34

本文关键词：电视媒体与消费主义的共谋：符号价值的泛滥　出处：《暨南大学》2008年硕士论文　论文类型：学位论文

【摘要】： 随着中国开始进入大规模消费消费时代,消费主义对人们的价值观念和生活方式产生了日益深刻的影响。消费主义强调物质第一、消费至上,它最突出的特征是无限度地追求符号价值,它所标榜的消费已经不是对使用价值的消费,而是对符号所指向的社会地位、名望、声誉的消费。在消费主义的扩散过程中,大众传媒尤其是电视媒体起着推波助澜的重要作用。电视在很大程度上成了消费主义的推行者、构建者和同谋者。鉴于电视对消费主义的推行是通过极力宣扬符号价值来进行、而消费主义在电视媒介中的渗透也是通过泛化物的符号意义来实现的,固本文以符号价值为联结点,以让·鲍德里亚的消费主义理论和罗兰·巴特的符号学理论为基础,来探讨电视与消费主义的内在联系和特性契合,并通过对电视广告、电视剧以及综艺娱乐节目等电视具体节目形态的符号解码,来重点剖析电视是如何通过其符号化宣传与诱引,从而在将物的符号价值发挥到极致的同时,成为了消费主义意识形态泛滥的肥沃土壤,同时结合电视在此过程所利用的受众心理机制进行传播效果分析,力图从微观层面展示一个电视文本符号与消费主义共谋的结构视角。
[Abstract]:With the China began to enter the large-scale consumption era, consumerism has great impact on people's values and way of life. Consumerism emphasizes material first, consumerism, its most prominent feature is the unlimited pursuit of symbolic value, it advertised consumption is not the consumption of use value, but the symbols point to the social status, reputation, the reputation of the consumer. In the process of propagation of consumerism, mass media, especially the TV media plays an important role in fueling. TV largely an executor of consumerism, the construction and the accomplice.
In view of the implementation of TV consumerism by preaching symbolic value, and penetration of consumerism in TV media is through the symbolic significance of generalization is achieved, based on solid symbol value as the connecting point, to let Baudrillard consumerism theory and Roland Bart's semiotic theory, to explore the internal relations and the characteristics of TV and consumerism fit, and through the television advertisement, symbol decoding of TV and entertainment TV program specific form, to focus on analysis of how TV through its symbolic propaganda and lures, so that the symbols to maximize the value at the same time, consumerism became fertile soil flooding, at the same time, combined with the psychological mechanism of audience by using television this process analysis of the communication effect, trying to show a from the micro level The structural perspective of the conspiracy of television text symbols and consumerism.

【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F014.5

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