传播政治经济学视野中的“生产型消费者”——以网络小说“粉丝”为例  

“Prosumer” in the Perspectives of Political Economy of Communication——Taking “Fans” of Online Novels as an Example

作　　者：陆臻[1,2] 

机构地区：[1]复旦大学新闻学院 [2]上海师范大学人文与传播学院,副教授上海200234

出　　处：《学术月刊》2017年第4期113-119,共7页Academic Monthly

摘　　要：商品化始于生产,终于消费。进入信息社会,作为后福特主义社会弹性发展的特征之一,消费端被纳入生产领域,从而模糊了原来生产和消费的截然界限,一种新型的消费者——生产型消费者得以诞生。在文化传播领域中,积极的受众即"粉丝",正是这种生产型消费者。关于"粉丝"的研究,是勾连传播政治经济学和文化研究的关键。如果说前者考察文本生产、分配和消费过程端各种权力的彼此建构关系,那么受众端对于文本的接受情况也是非常重要的,他们构成传播商品化的最后一环,同时也是关键的一环,从而使整个传播商品经济得以循环。考察网络小说的积极读者——粉丝——的角色,以及作为促进网络文学商品化的重要一环其所发挥的作用及机理,可以很好地阐述传播政治经济学与文化研究对话的必要性和可能性。Mosco identified commodification as a key process for investigation by political economists and a main starting point for ＂guiding us on how to apply political economy to the world of communication＂. Within the sphere of the Internet, human cultural and intellectual creativity continues to be commodified through its transformation into intellectual property produced for its exchange value as opposed to its use value. For online literature, how the active consumers, i.e. Prosumers, become Fans？ How the postmodern, social writing behavior facilitated by new technology be kidnapped by consumerism, commodification and marketplace？ Through in-depth analysis of behavior and expression of fans of online novels in China's Mainland, especially transformation from prosumer to self-empowered fans and its commodification process, this article will try to facilitate dialogue between political economy of communication and culture study, at a submicroscopic level, through an empirical study of the production and reception process of online literature by its writers and readers.

关 键 词：传播政治经济学 文化研究 网络小说 产消者 粉丝 

分 类 号：G206[文化科学—传播学]