【作者】 董天策；

【导师】 曹顺庆；

【作者基本信息】 四川大学 ， 文艺学， 2006， 博士

【摘要】 20世纪80年代中后期特别是90年代以来，随着改革开放的深入发展与全球化进程的巨大影响，特别是市场经济体制的逐步确立与市场经济的快速发展，当代中国开始迅速进入消费时代，社会文化发生着历史性的变革，传媒文化自然也就处在深刻的嬗变过程之中。因此，科学地阐明消费时代中国传媒文化的嬗变及其影响，就是当前传媒文化研究的重要时代课题。国内学界对传媒文化的研究，肇始于20世纪90年代。从90年代中期开始，“传媒文化”、“媒介文化”、“媒体文化”这些对应于“Media Cultural”的中文语汇，先后成为国内学术论文标题中的关键词。不过，最初几年的传媒文化研究基本上处于贴“标签”的阶段，即在研究有关问题时打出了“传媒文化”的旗号，但究竟什么是传媒文化，应当如何开展传媒文化研究，则缺乏本体性的追问。直到1999年，周宪、许钧在《文化和传播译丛·总序》中才开始自觉的学理思考，对“媒介文化”的内涵作了初步界定。进入新世纪以来，国内传媒文化研究在学术上取得了一些新进展：不仅翻译出版了一些国外有关传媒文化的研究著作，而且国人也开始出版自己的研究专著，并发表了一批数量可观的论文。但是，除个别论著具有较大学术价值外，大多数的论著仍处于运用西方文化批评与文化研究的理论资源来阐释有关传媒文化研究一般范畴的初始阶段，并没有多少真正意义上的学术建树。本文以消费时代为语境，以中国传媒文化为研究对象，在认真分析、批判、借鉴有关传媒文化及相关各领域的文化研究成果和其他相关学科研究成果的基础上，遵循文化研究的语境化原则，对当代中国传媒文化在消费时代的嬗变及其影响做了全面而深入的探索。全文共分为三章。第一章“消费社会·消费文化·传媒文化”：首先根据鲍德里亚的消费社会理论全面梳理了西方消费社会的产生与特征，着重阐述消费社会的主导逻辑。随着西方现代社会从生产社会转型为消费社会，早在西方现代化过程即资本主义发展过程中就逐步培育起来的消费文化，20世纪以来特别是第二次世界大战以后成为西方国家占据统治地位的意识形态。鲍德里亚对消费社会的符号学分析，其实也是对消费文化的分析。因此，在阐明消费社会理论之后，接着论述了消费文化的形成与发展，分析了国内学界对消费文化的不同界定及其价值取向，表明本文所说的消费文化实质上是消费主义文化。在此基础上，论述了传媒文化的概念，指出这一概念在运用中存在着广义与狭义的区别，而广义的传媒文化概念更富有学术意义，进而分析并厘清了传媒文化与大众文化、消费文化等多种文化形态之间的联系与区别，最后指出作为宏观性、总体性的传媒文化研究本质上是一种意识形态研究，为研究消费时代的中国传媒文化奠定了比较坚实的理论基础。第二章“中国传媒文化在消费时代的嬗变”：从当代中国传媒文化的历史进程出发，全面论述了中国传媒文化在消费时代的嬗变。在进入消费时代之前，中国传媒文化经历了两个历史阶段，即：建国后三十年特别是从1957年到“文革”期间，传媒成为极左意识形态的直接载体，传媒文化也就成为意识形态的传声筒；从1978年到80年代中后期，传媒文化一方面是党和国家改革开放的宣传舆论工具，一方面又是追求现代启蒙的精英文化的传播空间，从而形成一种二元复合结构。与此同时，以通俗文化形态呈现出来的当代中国大众文化也在潜滋暗长。进入消费时代之后，大众文化又经历了两个不同的历史发展阶段，其一是从80年代中后期到90年代前期，通俗文化开始全面崛起与迅速发展，其二是从90年代中期以来，消费文化在传媒领域逐渐得到发展与扩张，成为传媒文化演进的最新潮流。由于这两个历史发展阶段的大众文化的内在精神存在着本质的差异，所以当代中国的大众文化事实上包含着两种不同的文化形态，这就是通俗文化与消费文化。这一区别在通俗文化的发展历程与消费文化的各种表征中得到了鲜明体现。第三章“消费时代中国传媒文化嬗变的影响”：结合当代中国文化研究的现实境况，深入探讨了消费时代中国传媒文化嬗变所造成的影响。首先阐明，当代中国大众文化的兴盛改写了传媒文化的内在结构，形成了主导文化／主流文化、精英文化、大众文化多元并存的格局。主导文化、精英文化、大众文化这几种文化形态体现在传媒文化中，本质上是一种意识形态的区分，并不是一种简单的文本分类，彼此之间的关系是文化形态间的对话互动。由于这种几种文化形态并非处于平等地位，基本态势是大众文化不断扩张，精英文化日趋边缘，这就激发起精英文化对大众文化的强烈批评，并促进了文化研究的蓬勃发展。然而，在“人文精神”讨论中形成的大众文化批评，存在着简单挪用法兰克福学派批判理论与错误设置中国大众文化语境的根本性缺陷，其观点需要加以重新审视。为此，本文阐明了语境的概念和文化研究的语境化原则，并从改革开放与意识形态松动、社会转型与世俗化、全球化与后现代景观三个方面深入分析了当代中国的社会文化语境，指出这种社会文化语境具有多重时空并置与重叠且处于矛盾运动之中的特点。在此基础上，对当代中国大众文化发展所产生的价值嬗变及其影响作了重新探讨，将其概括为三个方面，即：解构意识形态的一元化霸权，促进思想解放；建构新的文化空间，适应社会转型；形成新的文化问题，侵蚀现代性工程。因此，对当代中国大众文化的批评必须具体问题具体分析，尤其是要区别对待通俗文化与消费文化。在上述各章的论述过程中，本文对所涉及的有关论题作了深度论述，不仅提出了个人在研究中的独到发现与新见，而且对有关概念、理论、话语的内涵及其相互关系作了较为深入的分析阐释，澄清了许多模糊不清或似是而非的看法，使有关学理问题变得更加清晰与准确，从而深化了有关研究。更多还原

【Abstract】 Since late 1980s and especially since early 1990s, China has rapidly evolved into the era of consumption driven by the carrying out of reform and open policy, globalization and the establishment of market economy. The society and culture have been seeing historic changes, which in turn bring significant changes to media culture. Therefore, to clearly understand and clarify the change and impact of China’s media culture in consumer Era is of great significance for the research of media culture.Studies on media culture in China originated in 1990s. Since mid 1990s, such Chinese counterparts of "Media Culture" as "传媒文化", "媒介文化", "媒体文化"have become key words of numerous Chinese theses on media culture. However, the studies in the first years were no more than "tag adding", which means simply introducing the concept of media culture without understanding what media culture is and how the corresponding study should be conducted. This situation remained unchanged until 1999 when Xian Zhou and Jun Xu published "Translation Series on Culture and Communication, General Preface", in which they made the preliminary definition of media culture. Some progress in media culture research has been made since the new century arrived. A few books on media culture by foreign scholars were translated into Chinese and published, and some Chinese researchers started publishing their works and quite a few theses on this subject came out. But except few of them with noticeable academic value, most of those studies were limited to infant stage of introducing theories of Western culture criticism and researches to media culture study and failed to make any break-through.This dissertation aims to provide a thorough and deep study on the change and impact of China’s media culture in the consumer Era by carefully analyzing, criticizing and referring to the results of existing studies on media culture and related areas while complying with the principle of setting appropriate context in culture research. Three chapters are included in this dissertation.Titled as "consumer society, consumer culture and media culture", the first chapter puts an emphasis on leading logic of consumer society with a complete discussion on the origination and characteristics of Western consumer society based on the theory by Jean Baudrillard. The consumer culture, which was gradually cultivated during the modernization or capitalization of Western society, has become the dominant ideology in Western countries since the 20th century and especially World War II. As a matter of fact, Baudrilard’s symbolistic analysis on consumer society is the same as the analysis on consumer culture. This chapter also discusses the shaping and developing of consumer culture, clarifies the different definitions of consumer culture by domestic scholars, and points out that consumer culture is virtually culture of consumerism. Based on the discussion above, this chapter clarifies the concept of media culture and the distinction of this concept in narrow and broad sense. The latter is of bigger academic significance. After analyzing and clarifying the difference and relations between media cultures and other culture forms like mass culture and consumer culture, this chapter concludes that macro and general research on media culture is virtually a research on ideology, laying the solid theoretical foundation for the further research on China’s media culture in consumer Era..As its title indicates, the second chapter thoroughly discusses the change of China’s media culture in consumer Era with an overview of the progress of China’s contemporary media culture. Prior to entering consumer Era, China’s media culture passed two stages. The first one is from the foundation of People’s Republic of China in 1949 to 1978 and especially from 1957 to the Great Culture Revolution, during which media became the tool of the extieme Leftism and the mouthpiece of the ideology. The second stage is from 1978 to late 1980s, during which media acted as both the propaganda machine of reform and open policy and the communication instrument for elite in pursuit of modern enlightenment. At the same time, mass culture of contemporary China, exhibited as popular culture, was developing in a unnoticeable manner. After entering consumer Era, mass culture experienced two stages. One is from late 1980s to early 1990s, during which popular culture grew dramatically. The other one is from mid 1990s to present, during which consumer culture expanded to media area and became the leading power of the development of media culture. Due to the intrinsic difference on the spirits of mass culture in the two stages, mass culture in contemporary China actually contains two different culture forms, which are popular culture and consumer culture. This distinction is well demonstrated by the evolution of popular culture and characteristics of consumer culture.The third chapter is titled as "the impact brought by the change of China’s media culture in consumer Era". This chapter makes it clear that the prosperity of mass culture in contemporary China changes the internal structure of media culture and brings the co-existence of leading/mainstream culture, elite culture and mass culture. These culture forms are essentially differentiated by ideology instead of text and their relations are embodied by dialogue and interaction with each other. Mass culture expands continuously and elite culture continues to be marginalized. As a result, elite culture keeps fiercely criticizing mass culture and hence promotes the development of culture research. However, there are serious drawbacks in the criticism of mass culture caused by simply copying theories of Frankfurt School as well as mistakenly setting the context of China’s mass culture, and a reconsideration of the criticism is needed. This chapter clarifies the concept of context and the principle of making culture research in a certain context, and deeply analyzes the social and cultural context of contemporary China from three respects including the reform and opening, loosened ideology control, society transformation, secularization, globalization and post-modernization. Based on the discussion, this chapter summarizes the impact of the development of mass culture in contemporary China as following three aspects: the break-down of monopoly of ideology and the liberalization of thinking; establishment of new cultural space to match the society transformation; creation of new cultural issues eroding modernization. Therefore, the research on mass culture in contemporary China should be conducted by cases and the popular culture and consumer culture should be treated in different ways.In the discussions above, this dissertation provides deep analysis on all the issues under consideration, not only offering the author’s novel findings and creative thinking but also probing into the related concepts, theories, contexts and their relations with the clarification of many ambiguous or confusing points. Thus, this dissertation will deepen the research on this subject.更多还原