符号学视角下的男性时尚杂志

发布时间：2019-02-12 08:26

【摘要】：我国内地男性时尚杂志自上世纪90年代诞生以来,发展蒸蒸日上,十多年里,不断有新的杂志进入市场,如《男人装》、《名牌》、《摩登绅士》、《GQ》等等,也有《时尚先生》这样的老牌男性时尚杂志保持既有的风格,走出了自己的品牌之路。这些年来,时尚杂志不再由女性时尚杂志独掌局面,男性时尚杂志凭着逐年增长的销售量,以及良好的发展势头,逐步拥有了自己的一席之地,在国内文化杂志市场上成为不可忽视的一员。男性时尚杂志作为一种文化媒介,它也参与到社会文化的建设中,履行其应有的媒介责任,那么男性时尚杂志建构了什么样的社会文化,又是如何建构的?本文在这一现状的基础上,将中国第一本真正意义上的男性时尚杂志《时尚先生》,作为研究男性时尚杂志这个整体的个案,从符号学的视角,对男性时尚杂志与社会文化之间的关联进行考察。这需要在社会网络的大环境里,生产、消费、又生产的循环过程中来考察男性时尚杂志是如何运作的。从符号学的理论来说,男性时尚杂志作为一个符码,在符码运行机制的内、外结构上有其特点。因此本文的主要内容是,第一章,介绍符号学基本理论以及男性时尚杂志符码的特点。第二章,主要分析男性时尚杂志符码的内结构特点,从实体层分析男性时尚杂志是如何表达意义的,对意义层进行解码,看男性时尚杂志符码传递了哪些社会文化信息。第三章,从男性时尚杂志符码的外结构来分析这些社会文化信息是如何通过生产与消费在社会中流通的。本文从男性时尚杂志符码的内、外两方面结构对男性时尚杂志符码的运行机制进行研究,考察男性时尚杂志符码的文化建构功能如何实现。通过研究,可以看到男性时尚杂志通过语言符号的形象性,以及图像媒介的虚构性,创造快感,直接传递和建构意识形态；在媒介符号的“诗意”的包装,描摹现场的“可视”、“可信”的效果中构建了中产阶级的身份幻想,隐性的传达了消费主义的意识形态。在市场经济体制下,男性时尚杂志在生产上表现为文本的类型化和文本、图像的拼贴化等特点,而在文本类型和选题制作上体现的相似性,使得杂志传递的消费主义意识更自然化,受众更容易接受。男性时尚杂志通过娱乐性消费和促发受众快感、身份想象和理性需求等等欲望的方式来刺激消费,让受众和杂志一起完成了生产一消费一生产的循环,而这个过程见证了消费文化的完成机制。
[Abstract]:Since the birth of the men's fashion magazines in the mainland of China in the 1990s, they have been developing rapidly. For more than a decade, new magazines have been coming into the market, such as Men's Wear, famous Brand, Modern Gentlemen, GQ, etc. There are also old-name men's fashion magazines such as Mr. Vogue to maintain their existing style, out of their own brand road. Over the years, fashion magazines are no longer dominated by women's fashion magazines. Men's fashion magazines have gradually gained a place with their growing sales and good momentum of development. In the domestic cultural magazine market to become a member that can not be ignored. As a cultural medium, men's fashion magazine is also involved in the construction of social culture and performs its due media responsibility. What kind of social culture has male fashion magazine constructed, and how? On the basis of the present situation, this paper regards the first truly male fashion magazine in China, "Mr. Fashion", as a case study of the men's fashion magazine as a whole, from the perspective of semiotics. To examine the relationship between men's fashion magazines and social culture. This requires examining how men's fashion magazines work in the context of social networks, in the cycle of production, consumption, and production. From the semiotics theory, as a code, men's fashion magazine has its own characteristics in the internal and external structure of the code operation mechanism. So the main content of this paper is the first chapter, introducing the basic theory of semiotics and the characteristics of men's fashion magazine code. The second chapter mainly analyzes the inner structure characteristics of male fashion magazine code, analyzes how male fashion magazine expresses meaning from entity level, decode meaning layer, and see what social and cultural information male fashion magazine code conveys. Chapter three analyzes how the social and cultural information flows through production and consumption from the external structure of the code of men's fashion magazine. In this paper, the operating mechanism of male fashion magazine code is studied from the internal and external structure of male fashion magazine code, and how to realize the cultural construction function of male fashion magazine code is investigated. Through the research, we can see that male fashion magazines create pleasure, transmit and construct ideology directly through the visualization of language symbols and the hypocrisy of image media. In the "poetic" packaging of the media symbols, the "visual" and "credible" effect of the scene constructs the identity fantasy of the middle class, which implicitly conveys the ideology of consumerism. Under the market economy system, the production of men's fashion magazines is characterized by text typology and text, image collage, etc. So that the magazine conveys a more natural sense of consumerism, more easily accepted by the audience. Men's fashion magazines stimulate consumption by entertaining consumption and stimulating audience pleasure, identity imagination and rational demand, and let the audience and the magazine complete the cycle of production-consumption-production together. And this process witnessed the completion mechanism of consumer culture.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G239.2-F

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