虚拟偶像与后现代广告文化

Virtual Idol and Postmodern Advertising Culture

本文针对虚拟偶像,尤其是仿真人类虚拟偶像愈加流行这一现象,讨论了虚拟偶像对广告行业可能产生的杉响及其本土接受度问题。并在此基础上,探讨了后现代消费社会中,虚拟偶像粉丝来自群体认同基拙上的消费动力以及这一消费行为背后的驯化、控制、图像霸权问题。最后,探讨了作为科技产物的虚拟偶像与人类之间的关系。

In view of the increasing popularity of virtual idols, especially virtual human idols, this paper discusses the possible impact of virtual idols on the advertising industry and their local acceptance. On this basis, this paper explores the consumption motivation of virtual idol fans based on group identity and the domestication, control and image hegemony behind this consumption behavior in the post-modern consumer society. Finally, the relationship between virtual idols as a product of science and technology and human beings is discussed.