歌声诗意里的消费政治:近代“国货歌”的文本解读  

The Consumption Politic in the Song and Poetry:The Interpretation of the Text of the‘buying-Chinese goods songs'

作　　者：汪永平[1,2] 

机构地区：[1]西北工业大学人文学院 [2]陕西师范大学历史文化学院,博士研究生陕西西安710072

出　　处：《史学月刊》2015年第11期88-100,共13页Journal of Historical Science

基　　金：国家社会科学基金项目"‘资本理论’视野里的中国旅行社品牌研究(1923~1953)"(13BZS058);教育部人文社科基金项目"近代中国知名民族品牌文化研究(1911~1937)"(12YJA770038);西北工业大学人文与经法学院青年教师资助项目"近代中国知名文化品牌的形象研究(1900~1945)"(RWZZ2014-14)

摘　　要：国货歌为了说服民众购用国货,采用了大量文学修辞与政治谋略来阐释国货消费的政治意义。这些修辞与谋略体现了近代中国人精神深处的内在"戏码"。中国文化人在这些"戏码"的规约下,有意无意操控塑造了文化"他者"即洋货的形象,也操控了"我者"即国货的形象。国货歌对国货消费的意义阐释主要通过四种方式来完成:丑化或者妖魔化外国货品,赋予其"猛兽""吸血鬼""强盗"及"恶魔"等意象;美化或理想化国货,歌咏其"真真好""呱呱叫",赋予其价廉物美、质压群雄的特点;强势引导消费者选择国货:爱国就要爱国货,消费了国货,才是"同胞""朋友""知音""爱国者",否则就是"亡国奴""养强盗者""山中豺狼""冷血动物"等;在憧憬未来的景象中,为人们勾画"国货全球都欢迎""咱们中华要称雄"的美好画面。"国货歌"的作者们通过这些方式构建起了一个富有象征意义的"国货"符号。这个符号穿越近代中国社会阶层的藩篱四处流播,影响着国人的价值取向与政治实践。To convince the public to purchase and use Chinese products, domestic songs goods took a number of literary rhetorics and political strategies to interprete the political significance of the domestic consumption, which reflected the deep ＇ dramas-code＇ of the Chinese inherent spirit. Restricted by the ＇ dramas ＇, Chinese, intentionally or unintentionally,manipulated in shaping the image of ＂other＂, which were foreign goods, and the image of ＇self＇, the domestic goods. The Chinese songs interpreted the meaning of domestic consumption with four kinds of method mainly, which are： vilifiing foreign goods, giving them the ＇ beast＇, ＇ vampire ~, ＇ bandits＇ and ＇ devil＇ image; landscaping local products, praising them ＇ to be really marvelous＇ ; guiding consumers toughly to accept the idea without other choice., the man who purchase and use domestic products was ＇ self＇, the ＇ sibling＇, ＇ friends＇, ＇ patriot＇, otherwise, he was ＇ slave＇, ＇ the robber＇, ＇ the wolf＇, and ＇ poikilotherm＇ etc. Looking forward to the vision of the future, drawing the beautiful picture in the future.. ＇ home-made products in the world would be welcome ~, ＇ the Chinese would rule the world＇. By remodeling ＇other＇ and ＇self＇, the authors of local-products song built up rich meanings of ＇domestic- production＇ symbol,which passed through modem Chinese social hierarchy barriers to stream around the society and became a dominating symbol, having affected the value orientation and political practice criterion of modem China.

关 键 词：消费政治 国货歌 国货 民族主义 

分 类 号：K25[历史地理—历史学]