罗兰·巴特的结构主义大众文化批判述评——兼论广告的符号学阐释  

Review of Roland Barthes' Structuralism and Mass Culture:On the Semiotic Interpretation of Advertising

作　　者：张殿元[1] ZHANG Dian-yuan(School of Journalism, Fudan University, Shanghai 200433 , China)

机构地区：[1]复旦大学新闻学院,上海200433

出　　处：《山西大学学报（哲学社会科学版）》2019年第3期16-21,共6页Journal of Shanxi University(Philosophy and Social Science Edition)

基　　金：国家社会科学基金项目"上海新生代农民工广告接触的相对剥夺感影响研究"(15BXW077);复旦大学新闻学院一流学科项目经费支持

摘　　要：结构主义作为分析、研究大众文化的一种方法兴起于20世纪50年代的法国,将结构主义符号学运用到大众文化研究中的最重要的人物当属罗兰·巴特。符号学深入意识形态建构的背后,认识那些看似理所当然、使事物具有普遍性质的各种意义,罗兰·巴特能突破以往文化批评只注重高雅文学的框框,把大众文化作为批评的文本进行详细分析,难能可贵。但是,符号学对大众文化的分析过分注重了对符号的解码,而忽视了对意义的产生同样重要的符号的生产,即对符号的编码。结构主义吸收了索绪尔语言学的一些重要概念的同时,也接受了他重视共时性研究而轻视历时性研究的缺点,以至于符号学的研究之路越走越窄。Structuralism is a research method used to analyze and study mass culture. Structuralism arose from France in 1950s. Roland Barthes is an important scholar that applied structuralism to the study of mass culture;Behind penetrating the ideological construction, semiotics recognizes the various meanings that seem to be taken for granted and make things universal. Compared with the previous study, Roland Barthes can break through the limitation of the study that only focused on the elegant literature, and analyze mass culture as a text of criticism. However, semiotics in the study of mass culture has put too much emphasis on the symbol decoding, ignoring the production of symbol, which is equally important for the generation of meaning, that is the encoding of symbols. Structuralism absorbs some important linguistic concept from Ferdinand de Saussure, meanwhile it accepted his research characteristics, which put emphasis on synchronic research and ignore diachronic research. Thus, the path of semiotics study is getting narrower.

关 键 词：罗兰·巴特 大众文化 符号学 结构主义 广告 

分 类 号：G206.7[文化科学—传播学] F713.80[经济管理—广告]