文化包装下的话语霸权——后现代视域下看成都“远洋太古里”重塑大众价值观

Discourse Hegemony beyond the Cultural Packaging:A view on Re-establishment of Value from“Sino-ocean Taikoo Li Chengdu”in Postmodern Theory

近年来,以购物中心和百货商场为主的消费市场在成都迅速扩张,并表现出以大量文化元素为包装,塑造以符号消费为主的消费理念与价值取向的特点。本文尝试以新建大型购物中心项目"远洋太古里"为典型,自后现代理论视角出发,从消费主义、话语权等多方面分别分析商贸中心运营背后的根本诉求与实质内涵。以揭示其文化包装下隐含着的话语霸权。

Recently, consumer markets, especially shopping mall and department stores decorated with plentiful cultural elements are expanding rapidly in Chengdu. They have the common trend of molding a consumer perception and value orientation focused on symbol consumption. Taking ＂Sino-ocean Taikoo Li Chengdu＂ as an example, this paper, based on postmodern theory, analyzes the fundamental demands and real connotation behind the operation of trade centers from the perspectives of consumerism and power of discourse. Hence discourse hegemony beyond the cultural packaging is revealed.