消费社会“名人符号”分析

A Semiotic Analysis on Celebrity Sign in the Consumer Society

名人符号是特定社会结构与意识形态的表征。消费社会符号消费逻辑改变名人符号生产机制与内涵所指,使名人符号的生产机制由意识形态宣传、公共知识传承转向娱乐化、大众化,自身沦为一种可以消费的商品,同时造成信道资源被抢占、无效信息的广泛传播与信息污染等一系列问题。在分裂破碎、结构松散的后现代社会里,名人符号也是一种联结社会的工具与纽带。消费社会大众传媒与广告主要制造了三种类型的名人叙事:偶像神话型、肥皂戏剧型与恶搞反叛型,形成了文化传播中的一种特殊的形态。

The celebrity sign is a symbol of a given social structure and ideology.The logic of sign consumption in consumer society leads to the change of production model and connotation of the celebrity sign.The production model transforms from ideological propaganda and public knowledge inheritance to popular entertainment.The celebrity sign self becomes a kind of consumable commodity and an important medium to connect social resource in the post-modern society which is flooding in text and has loosen structures.Although these functions mentioned above,the celebrity sign also causes some problems,such as,the occupation of the channel resource,the ineffective information dissemination and information pollution.For the time being,the mass media and advertisement in the consumer society have made three types of celebrity narrative：myth idol type,soap drama type and joke rebel type.