咖啡的现代性与媒介镜像  

The Modernity of Coffee and Its Medium Images

作　　者：廖宏勇[1] 

机构地区：[1]中山大学传播与设计学院,广东广州510006

出　　处：《厦门大学学报（哲学社会科学版）》2014年第1期11-17,共7页Journal of Xiamen University(A Bimonthly for Studies in Arts & Social Sciences)

摘　　要：从某种意义上说,媒介镜像中的咖啡标定了人的"现代性"品格,而这种品格在演化为时尚印记的同时,也发展出一种新型的权利关系,即现代性意义上的身份认同。客观上咖啡消费体现了一种如何在更替变化的现代性环境中确认自我的方式,而这个现代性身份符号的背后,媒介语符的作用不容小觑。媒介创造需求,而需求又折射身份的价值,与其说咖啡的消费是一种需求,不如说是现代性骚扰下的身份焦虑,这种焦虑似乎只有通过"角色扮演"的方式才能缓解。媒介依据现代性(时尚)的逻辑编织的"咖啡神话"让我们期待那个若即若离的"理想我"。"镜"中的"像"与"人","咖啡神话"与"理想我",向我们确认了这样一个事实:主体存在的视觉基点是被规定出来的可见性。这种可见性的规则,其制定者是"现代性",而执行者则是"媒介",咖啡媒介镜像所控制的"自我"和对"自我"认知的位移,在很大程度上就取决于视觉和有关视觉的想象。In a sense, the coffee in ＂mirror＂ calibrates people＇s ＂modernity＂ character. When this character evolves into the mark of fashion, it also develops a new relationship, a sense of modernity identity. Objectively, coffee consumption reflects a way of self-recognition in a modern environment, where general exchange and changes exist. Behind this symbol of modern identity, the media glossematics plays a significant role. Media creates demand, while demand reflects the iden- tity value. It is better to say that coffee consumption is the anxiety under the harassment of modernity rather than a demand. It seems that only ＂role playing＂ can ease such anxiety. Based on modernity （fashion） logic, media makes the ＂coffee myth＂, which lets us look forward to the ambiguous ＂ideal me＂. ＂Image＂ and ＂people＂ in the ＂mirror＂, ＂coffee myth＂ and ＂ideal me＂ confirm to us the fact that the visual presence of subject existence is visibility that has been calibrated. The visibility rules are established by ＂modernity＂ and performed by ＂media＂. ＂Self＂ and the cognitive shift of ＂self＂ con- trolled by mirror image of coffee, depend in large part on the visual and related visual imagination.

关 键 词：咖啡 现代性 媒介镜像 

分 类 号：G206.3[文化科学—传播学]