i与I的抗争:青年学生苹果产品消费的主体性建构研究

The Struggle Between i and I:The Study on Young Students' Subjectivity Construction about Their Apple Product Consumption

消费社会中的人最易在物的满足中消解自我的主体性,这是一种甜蜜式的消费异化。以"i"为标志的苹果产品对追求自我但社会化不足的青年学生具有先验般的吸引力,更易使他们落入消费异化的陷阱。然而,笔者通过对青年学生苹果"i"系列产品消费的深度访谈,聚焦于青年学生消费全程,即从消费前的动机到正式消费的感受以及随后的配件消费和背景知识获取,证实青年学生在加入到苹果"i"系列产品的"客我"化的"苹民"与"果粉"共同体后,又尽可能地在共同体中保持"主我"(I)。正是在从"客我"向"主我"的跃迁中,从"i"到"I"的发展中,当代青年学生并没有被苹果产品同一化,而是逐步建构起自我的消费主体性。

Through in-depth interviews with young students on their consumption of Apple＇s ＂i＂ seires of products, this article focuses on students＇ consumption process, i.e. from consumption motivations to usage feeling, to the following accessory consumption and background knowledge acquisition, and proves that young students join the self-objective fans＇ community of Apple ＂i＂ seires of products so as to maintain self subjectivey in the community as far as possible. It is in the change from self-objectivity to self-subjectivity and the game between ＂i＂ and ＂I＂ that contemporary young students are not made the same by Apple products, but gradually construct self consumption subjectivity.