消费异化视域下“饭圈文化”失范的批判与应对  

Criticism and response to “fandom culture” anomie fromthe perspective of consumption alienation

作　　者：左路平 ZUO Luping(School of Marxism,Anhui University,Hefei 230601,China)

机构地区：[1]安徽大学马克思主义学院,安徽合肥230601

出　　处：《重庆邮电大学学报（社会科学版）》2024年第4期121-129,共9页Journal of Chongqing University of Posts and Telecommunications(Social Science Edition)

基　　金：研究阐释党的十九届六中全会精神国家社科基金重大项目:构建具有强大凝聚力和引领力的社会主义意识形态话语体系研究(22ZDA076);安徽大学质量工程项目:高校思想政治教育亲和力的情感逻辑(2022XJZLGC392)。

摘　　要：“饭圈文化”是近年来流行于青少年粉丝群体的网络亚文化现象,一方面,“饭圈文化”给社会带来了正能量,在明星榜样的带动下为社会做出了正面贡献;另一方面,“饭圈”失范也给社会造成了巨大的负面影响。这一负面影响主要表现为,在资本逻辑的推动下,“饭圈文化”迅速发展壮大,但随着“饭圈”乱象的频发,“饭圈”失范引发了人们的广泛关注并带来系列批判与反思。从消费主义的视角出发,“饭圈文化”失范有着多重的消费逻辑,“饭圈文化”中的流量为王现象体现了流量消费逻辑,对粉丝群体的情感操纵则反映了其情感消费逻辑,而与商品的深度捆绑则呈现了商品消费逻辑。究其根源,资本逻辑是“饭圈文化”失范的根本动因,消费价值观异化、文化消费生态异化、消费心理异化等现实状态既是饭圈文化的生成动因,也是其现实后果。“饭圈文化”给青少年群体造成了严重的危害,不仅影响着他们的消费价值观,导致其消费心理的异化,而且对整个社会的消费生态都带来了负面影响。为此,不仅要规制资本逐利逻辑,完善市场消费监管机制,促进文化消费的健康有序发展,而且要积极培育民众的正确消费价值观,推动网络亚文化的良性发展,同时还要促进大众积极健康消费心态的养成,促进理性平和社会心态的广泛生成。Fandom culture is a network subculture phenomenon that has become popular among teenage fans in recent years.On the one hand,“fandom culture”has brought positive energy to society and made positive contributions to society under the guidance of celebrities.On the other hand,the loss of norms in the fandom has also caused tremendous negative impacts on society.This negative impact is mainly manifested in the rapid development and expansion of the“fandom culture”under the impetus of capital logic.But with the frequent occurrence of chaos in the fandom,the loss of norms has caused widespread concern and brought a series of criticisms and reflections.From the perspective of consumerism,the loss of norms in“fandom culture”has multiple consumption logics.The“floworiented”phenomenon in the“fandom culture”reflects the logic of flow consumption,while the emotional manipulation of fans reflects its emotional consumption logic,and the deep binding with goods presents the logic of commodity consumption.At its root,the logic of capital is the fundamental driving force behind the loss of norms in the“fandom culture”,and the alienation of consumer values,cultural consumption ecology,and consumption psychology are both the driving forces and the realistic consequences of the generation of“fandom culture”.“Fandom culture”has caused serious harm to teenage groups,not only affecting their consumer values and leading to the alienation of their consumer psychology,but also having a negative impact on the entire social consumption ecology.Therefore,it is necessary not only to regulate the logic of capital-seeking profits,improve market consumption supervision mechanisms,and promote the healthy and orderly development of cultural consumption,but also actively cultivate correct consumer values among the public,promote the healthy development of network subculture,and promote the cultivation of a positive and healthy consumption mentality among the masses,so as to promote the widespread generation of ratio

关 键 词：消费主义 “饭圈文化” 资本逻辑 网络亚文化 

分 类 号：C915[经济管理]