品牌消费、身份建构与符号秩序——基于微商群的网络民族志考察  

Brand Consumption,Identity Construction and Symbolic Order——An Online Ethnographic Investigation Based on a Micro-business Group

作　　者：董扣艳 DONG Kouyan

机构地区：[1]浙江大学马克思主义学院,浙江杭州310058 [2]浙江大学中国特色社会主义研究中心,浙江杭州310058

出　　处：《福建师范大学学报（哲学社会科学版）》2022年第2期53-66,170,171,共16页Journal of Fujian Normal University:Philosophy and Social Sciences Edition

基　　金：教育部人文社会科学研究一般项目“有关网络现象的生成逻辑及治理策略研究”(21JDSZ3188);浙江省社科规划“高校思想政治工作研究”专项课题“‘二次元’文化影响下高校意识形态工作的挑战与对策研究”(21GXSZ002YB)。

摘　　要：进入移动互联网时代,虚拟社区中以“种草带货”为导向的品牌消费成为社会生活新图景。借助符号互动论的分析框架,对一个品牌特卖微商群的文化实践展开的网络民族志考察,揭示了虚拟社区以“种草带货”为导向的品牌消费的社会文化意义。在流动、快节奏的现代社会,在线消费社区满足了个体对共同体的需求和想象。在资本和技术的合谋下,“信任”“情感”和“荣誉感”成为可被操纵和利用的营销手段。个体、不同阶层群体和不同性别群体为了缓解身份焦虑,试图通过品牌消费来建构身份,却不可避免地陷入消费符号秩序所营造的幸福幻象之中。In the era of mobile Internet,brand consumption oriented by “planting seeds and bringing goods”in virtual communities has become a new picture of social life. Using the analytical framework of symbolic interaction theory,this article conducts an online ethnographic investigation on the cultural practice of a brand discount micro-business group. It reveals the social and cultural significance of brand consumption oriented by “planting seeds and bringing goods”in virtual communities. In the fluid fastpaced modern society,online consumer communities meet the needs and imaginations of individuals for community. With the collusion between capital and technology,elements such as trust,emotion and sense of honor have all become means that can be manipulated and utilized by marketers. In order to alleviate identity anxiety,individuals and groups of different classes and genders as well try to construct identities through brand consumption. However,they inevitably fall into the happy illusion of happiness created by the order of consumption symbols.

关 键 词：虚拟社区 品牌消费 消费文化 微商群 “种草带货” 网络民族志 

分 类 号：C913.3[经济管理]