游走于国家与个体:《申报》(1905—1912)医药广告中的多重意识形态  

Wandering between the Nation and Individual:The Articulation of Multi-ideologies in Shen Pao's Medical Advertisements(1905—1912)

作　　者：郑琪 Zheng Qi(School of Journalism and Communication,Peking University,Beijing,100871)

机构地区：[1]北京大学新闻与传播学院,北京100871

出　　处：《现代广告》2021年第7期34-41,共8页Modern Advertising

摘　　要：近代多元意识形态交织,作为积聚疾病隐喻、商业属性和政治意涵的载体,医疗广告成为时代文化的镜子。本研究通过对《申报》医药广告(1905—1912)的观察,运用并修正了“勾连”理论,增进其在近代中国的适用性,解析疾病与意识形态的勾连,探索个体和国家之间意义回流的形式和原因。研究认为,“治病”是多重意识形态的中介,接合着民族主义、利己主义、爱国主义及科学主义。Multi-ideologies were interwoven in modern history.Medicine advertisements are the carrier of the metaphor of diseases,commercial characteristics,political meaning,becoming the mirror of culture.The current study chooses the medical advertisements published on Shen Pao(1905—1912),and explore the reasons and forms of the ideologies flowing between the individuals and the country.The study applies and corrects the theory of Articulated,and enhances the applicability of the theory in modern China.The study found the treatments in the advertisements are the mediator of multi-ideologies,articulating the nationalism,egoism,patriotism and scientism.

关 键 词：意识形态 医疗广告 疾病隐喻 个体与国家 

分 类 号：G206[文化科学—传播学]