幻象、欲望与观念器:麦克卢汉新民俗广告批评中的“美国梦”  

Illusions,Desires and Ideational Apparatus: On the American Dream in Marshall McLuhan’s New Folk Advertising Criticism

作　　者：王凤翔[1,2] 刘年辉 Wang Fengxiang;Liu Nianhui

机构地区：[1]中国社会科学院大学媒体学院 [2]中国社会科学院新闻与传播研究所 [3]中国传媒大学新闻学院

出　　处：《新闻与传播研究》2019年第12期109-120,128,共13页Journalism & Communication

摘　　要：“美国梦”源于古希腊、古罗马“美德”理想及宗教文化传统,但现实中早就被资本主义偷偷侵蚀,成为一种意识形态的幻象。在麦克卢汉看来,作为新民俗的广告重塑了“山巅之城”消费神话的“梦境”,虚构“我们”的共同身份与社会地位,实现了对工业时代“美国梦”客体赋形与主体赋能。广告的“市场欲化”机制成为制造“美国梦”的主导模式。作为观念器的“美国梦”,是广告与媒体、技术构建“地球村”的精神动力和道德资源。“美国梦”是人类在物质生活与信息技术语境下难以实现的一则民俗神话。麦克卢汉的观点是对以实用主义哲学为基础的资本主义新教伦理的精妙批评,是对工业社会“美国梦”的深刻反思。The American Dream originated from the virtue ideals of ancient Greece and Rome and religious and cultural traditions. However,it has long been secretly eroded by capitalism in the United States and has become an ideological illusion. According to McLuhan,a new folklore advertisement reconstructed the dream of the consumption myth of a City upon a Hill,invented the identity and social status of WE,and empowered the object and subject of American dream in the industrial era. The market desire mechanism of advertising has become the dominant mode for making the American dream. The American dream,as an ideational apparatus,is the spiritual power and moral resource for advertising,media and technology to build a global village. The American dream is a folk myth that is difficult to realize in the context of material life and information technology. McLuhan’s view is a subtle criticism of the Protestant ethic and a profound reflection on the American dream in industrial society.

关 键 词：麦克卢汉 新民俗广告 美国梦 市场欲化 广告批评 

分 类 号：G63[文化科学—教育学]