文化生产与消费的符号动能——基于符号学视角的考察  

Semiotic Dynamics in Cultural Production and Consumption:A Semiotic Investigation

作　　者：徐望[1] Xu Wang

机构地区：[1]江苏省文化艺术研究院

出　　处：《艺术传播研究》2025年第3期96-107,共12页Journal of Art Communication

基　　金：国家社科基金项目“多元融通视域下的新时代文化消费研究”(编号:22BH143);江苏高校哲学社会科学研究重大项目“江苏省长江非物质文化遗产传承机制、效果评价与优化策略研究”(编号:2024SJZD147)的阶段性成果。

摘　　要：符号是意义的直观可感知形式,而文化可以被视为意义符号化的集成。在符号学视域中,文化生产与消费紧密且深刻地与符号意义相关联。文化产品往往是“符性”大于“物性”的符号表意单元,其符号形式通常都蕴含着与其被设定的目标消费群体的价值观相契合的意义,其符号本体也与多种多样的伴随文本一同形成了意义表达的合力。消费者则通过文化消费,符号化地宣示了主体文化趣味,对建构身份和进入各类“场”产生直接作用。社会中种种文化消费现象的出现,会使特定的文化符号高度凸显,从而形成社会文化征候,表征着社会文化趋势,研究者需要对此加以关注。符号创意为文化生产与消费注入源源不竭的动能,要增强这一动能,就要广泛运用符号化思维,把握编码与解码规律,打造标志性品牌符号。在符号学思维对发展文化经济有所裨益的同时,符号的运用所引发的一些问题亦当引起反思。Symbols are intuitive and perceptible forms of meaning,while culture can be seen as an integration of symbolic meanings.In the perspective of semiotics,cultural production and consumption are closely and deeply associated with symbolic meaning.Cultural products often prioritize semiotic significance over materiality,and their symbolic forms usually contain meanings that are in line with the values of the target market group they are designed for.Their symbolic bodies,together with various accompanying texts,form a cohesive force for expressing meaning.Consumers symbolically declare their cultural interests through cultural consumption,which has a direct impact on constructing identity and entering various“fields”.The emergence of various cultural consumption phenomena in society will highlight specific cultural symbols,thus forming social and cultural signs that represent social and cultural trends.Researchers need to pay attention to this.Symbolic creativity injects inexhaustible momentum into cultural production and consumption.To enhance this momentum,it is necessary to widely use symbolic thinking,grasp the rules of encoding and decoding,and create iconic brand symbols.While semiotic thinking is beneficial for the development of cultural economy,some issues arising from the use of symbols should also be reflected upon.

关 键 词：文化生产 文化消费 符号学 符号意义 符号消费 符号创意 

分 类 号：G124[文化科学]