论消费语境中的服装文化

The Dress Culture in the Context of Consumption

在消费社会,服装比以往任何时代都更加全方位地牵引社会潮流,唤醒人们曾经被压抑的自我表现意识,并最终主宰人们的日常生活和思维方式。服装的使用价值正在慢慢丧失,与之相对,服装的“打扮”含义得到强调,其符号价值日益被大众所关注。就消费语境而言,服装在本质上并非是对个性的倡导,而是服从于商业和资本流通的需要。服装也是权力规训的产物,通过建构强有力的服装美学,意识形态完成了对人的身体的充分利用。

In the consumption society, dress plays a more comprehensive role in leading the social trends than ever, awakens people＇s once restrained self-expression consciousness, and eventually dominates people＇s daily life and thinking patterns. While the corporeal value of dress is fading away, the public pay increasing attention to its signal implication so that its value of beautification is emphasized. In the context of consumption, dress, in nature, does not call for the personality, but submits to commercial and financial needs. Furthermore, dress is a product of the discipline of power in that ideology has fulfilled the sufficient utilization of human＇s body by constructing the powerful dress aesthetics.