从“商品”到“符号”——论布西亚对消费社会中意识形态的分析

From Merchandise to Sign:a Study on Jean Baudrillard's Analysis about Ideology in Consumption Society

法国后现代理论家让.布希亚的理论结合了马克思的"商品"与结构主义中的"符号"的两种概念,以符号学观点研究社会文化现象。布希亚把物诠释为符号,而符号则构成了意义体系。相对于马克思主义以生产为基本社会活动,布希亚强调消费体系的主导,并认为消费社会下的意识形态与商品和符号的逻辑一致:即商品中的交换价值凌驾于使用价值,符号中的能指凌驾于所指从而成为抽象、化约的代表,而这一特征也是后现代意识形态的特质。

As a French post-modem thinker,Jean Baudrillard use the views of semeiology to analyze the phenomenon in the society and culture. His theory is based on the merchandise concept of Karl Marx and the symbol Concept in structuralism. Baudrillard interpreted the goods by sign, which constitute the system of significance. Compare to Karl Marx ＇ s viewpoint, Baudrillard emphasize the consumption system begun to predominate. He considers the same logic in merchandise and sign in the consumption society. The logic is the exchange value stay out of the useful value in merchandise,the signifier stay out of the signified and become the representation of abstraction and reduction,which is the characteristic of the post post-modem ideology.