全球化与场域精神:麦当劳在东亚城市的“文化定制”逻辑  

Globalization and Field Spirit:McDonald’s Action Logics in the Urban Cultural Designs in East Asia

作　　者：邵颖萍[1] 

机构地区：[1]南京大学社会学院

出　　处：《社会》2013年第3期184-203,共20页Chinese Journal of Sociology

基　　金：国家社科基金重大项目"特色文化城市研究"(12&ZD029)的阶段性成果之一~~

摘　　要：全球化的故事并非文化的同质化。麦当劳在东亚城市的推进过程中,更多的是"文化定制"的结果——麦当劳所传递的不是完全同质化的美国文化,而是美式文化内核与地方文化生境碰撞而产生的特殊的全球地方化经验,其在东亚这个特定的文化场域内遵循着一整套的行动逻辑。地方文化虽然在成长,但总体上被全球文化所裹挟并吞噬。需要关注的是,麦当劳极具技巧地引导地方在参与"文化浅层定制"的过程中,逐步由"文化自觉"转变为"文化不自觉"。要启发地方由"文化不自觉"回归到"文化再自觉",必须反思以乡村为主体的"文化自觉"类型本身在全球城市化背景下表达的有效性和代表性,城市和城市人的文化自觉应被予以更多的关注。Abstract.. Globalization does not necessarily lead to cultural homogenization. In the McDonaldization across the cities in East Asia, what has been spread globally is not complete homogenization of the American culture but its special localization experience resulting from the collision of the core of the American culture and the local cultural environments. McDonald＇s follows a set of action logics in this particular East Asian cultural field. Its action procedure has led to consumers＇ value recognition by fragmentized cultural infiltration strategies via regulations such as diet, consumption, fashion, and public service. Its substantial actions have brought in profound profit increases through superficial cultural designs that transfer not only marginal values but also marginal profits. McDonald＇s takes the overall globalization as its action opportunity to swiftly quicken its McDonadization, not only in the sense of global consumption but also global production. In the overall process, the local culture, despite of its own growth, is in general being enveloped and assimilated by the global culture. The main thing we really need to focus on is McDonald＇s skillful way of inviting the local society to be part of its superficial cultural designing rather than suppressing the local cultural consciousness and thus, the local cultural consciousness is gradually becoming cultural unconsciousness during such process. In order to inspire the local society to retrieve its cultural consciousness, the type of cultural consciousness based on the rural society should be questioned for its effectiveness and representativeness against the background of global urbanization. The urban cultural consciousness and city people should be paid more attention.

关 键 词：文化定制 文化自觉 全球地方化 场域精神 麦当劳 

分 类 号：C912[经济管理] F719.3[社会学]