始于边缘地区的全球化进程:从历史学家的视角看中国消费文化

发布时间：2018-06-08 08:01

本文选题：企业家 + 消费者　；参考：《华东师范大学学报(哲学社会科学版)》2010年02期

【摘要】：为什么消费文化席卷了全球?有些人认为,诸如麦当劳和迪斯尼这样的西方大公司是消费文化最主要的甚至是唯一的推动力量,它们将消费文化从西方这一"中心"扩散到了非西方的"边缘地区"。还有些人则回应道,本土文化中的个体消费者才是消费文化的终极推动力量,他们通过本土化进程将一种消费文化转化为多种消费文化。尽管存在着差异,但是争论的双方都将西方企业触及了本土文化作为自己的出发点。与这些观点相对应,将中国商业如何触及中国消费者作为问题的焦点,通过对毫不了解西方公司、甚至根本就没有同西方直接打过交道的上海企业家黄楚九的研究,可以揭示出消费文化在中国的推动力量;由此描述他的经营惯例和广告活动,并分析他是如何创造和推广他自己的消费文化的版本,并成功地扮演了一个起始于边缘地区的全球化进程的"文化代理人",将具有启发意义。
[Abstract]:Why is consumer culture sweeping the world? Some argue that big Western companies, such as McDonald's and Disney, are the main or even the only driving force behind consumer culture, which has spread from the "centre" of the West to the non-Western "fringe". Others respond that the individual consumer in local culture is the ultimate driving force of consumer culture, and they transform a consumption culture into a variety of consumer culture through the process of localization. Despite the differences, both sides of the debate have made local culture their starting point. In contrast to these views, the focus of the issue is how Chinese businesses touch Chinese consumers, through a study of Huang Chu-jeou, a Shanghai entrepreneur who has no knowledge of Western companies or even has no direct dealings with the West. It can reveal the driving force of consumer culture in China, describe his business practices and advertising activities, and analyze how he creates and promotes his own version of consumer culture. It would be instructive to successfully act as a "cultural agent" of the globalization process that started in the marginal areas.
【作者单位】：康乃尔大学历史系;
【分类号】：K207

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