符号误读与消费文化趋同化  

Symbol Misunderstanding and Convergence of Consumer Culture

作　　者：巩少伟[1] 

机构地区：[1]大连民族学院经济管理学院

出　　处：《北方论丛》2009年第6期136-138,共3页The Northern Forum

摘　　要：鲍德里亚的符号消费理论揭示了消费社会从"物"的消费,向"符号消费"的过渡,也揭示了符号、符号消费对消费者的诱导、导向作用。在消费过程中,绝大多数消费者并不能理性地解读符号,各种所谓个个性化消费,实际上已被趋同化、从众化的"隐性"潮流所遮蔽。符号误读是一种对消费文化的误读,是消费文化趋同化、从众化的根本原因所在。French sociologist Jean Bandrillard＇ s theory of symbolic consumption reveals the transition of consumer society from the ＂objects＂ of ＂consumption＂ to the ＂symbolic consumption＂ and the guiding role of symbol and symbolic consumption to consumers. But in the progress of consumption, the most part of consumers can＇ t understand the symbol rationally. In fact, so - called individualized consumption has been assimilated.

关 键 词：符号 个性化 消费 消费文化 

分 类 号：F014.5[经济管理—政治经济学]