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本文以新浪女性频道为例,探讨了在网络环境中,消费主义和媒介的关系。新浪女性频道是消费社会的产物,其产生具有时代性。它的诞生和发展加速了消费主义扩张的步伐,一方面表现为媒介宣传内容的消费主义化,即多元的信息激发了受众的消费欲望同时分类的信息划分了受众的身份地位;另一方面它表现在经营策略的消费主义化,即视觉文化的昌盛和可供消费的网络工具的利用。被文化工业操纵的受众需要从网络获取信息,并且在网络的虚拟世界里寻求现实生活中无法得到的归属感和认同感,此时高速发展的消费主义反过来又保证了网络媒介的繁荣。因此,消费主义和网络传播共谋共生,相辅相成。
This article takes Sina Female Channel as an example to discuss the relationship between consumerism and media in the network environment. Sina female channel is a product of the consumer society, its generation has the times. Its birth and development accelerated the expansion of consumerism. On the one hand, it manifested in the consumerism of media propaganda content, that is, diversified information stimulated audience’s desire for consumption while classified information classified audience’s status; on the other hand, it It is manifested in the consumerism of business strategies, namely, the prosperity of visual culture and the exploitation of online tools for consumption. Audiences manipulated by the cultural industries need access to information from the Web and seek the sense of belonging and identity that they can not find in real life in the cyber-virtual world, where fast-paced consumerism in turn guarantees the prosperity of the online media. Therefore, conspiracy and symbiosis between consumerism and online communication complement each other.