从物的消费到符号消费——鲍德里亚的消费文化理论研究

From the Consumption of Things to That of Signs

第二次世界大战之后，尤其是经过50年代的战后恢复，进入60年代之后，欧洲迎来了战后发展的黄金时期。与此同时，在这一阶段，由于现代化和高新技术的发展，高速公路、高楼大厦、购物中心、电影、电视和报纸等大众传媒等也在战后法国迅速出现，这些特征都标志着战后法国已经进入了一个新的消费社会。

This paper tries to emphasize the importance of the consummation of signs in the Hi-tech society today through the study of Jean Baudrillard' s theory of cultural consummation. By comparing the difference between the consummation of object and the consummation of sign in Baudrillard' s works, the paper points out the significance of the consumption of signs, especially the concept of the 'value of signs' in the Hi-tech society today. Firstly, the consumption from object to signs implies the turning point in the study of cultural theory that the phenomena of multiplied technological signs must be studied carefully apart from the study of the culture on the basis of objects. Secondly, the consumption of signs and the value of signs poses the problems, such as the value of famous brand and so on in market economy in China today. Thirdly, over-emphasis of the value of signs may result at the loss of root in the study of culture, namely the substantial basis of object. The paper concludes that Burdrillard' s idea of sign value is a new culture without the 'root' in the Hi-tech society in the 21st century.