“嘲笑”即礼遇:偶像“出圈”的传播研究——基于洛文塔尔社会心理学接受理论的分析视角

“Ridicule” is courtesy: a study on literature communication of “overstepping the bounds” for idols:Based on the reception theory from the perspective of Lowenthal’s social psychology

长久以来,对大众娱乐现象的研究多放置于文化工业、消费社会或亚文化研究范式中,以偶像符号或粉丝群体作为研究对象进行考察,忽略了作为更为普遍的娱乐消费者大众群体(非粉丝群体)的存在。本研究通过网络观察和深度访谈的方式,采用洛文塔尔社会心理学接受理论的分析视角,以公众的反应与接受态度为切入点,从社会的制约因素和个体接受的社会心理因素方面对当下偶像"被嘲"现象进行释读。研究发现,新一代有闲阶级的崛起已摆脱以往对追星盲目热情和非理性的状态,公众对只提供"表层审美"的流水线模式下的造星工业也渐露审美疲劳之态,这两者构成新的时代特征为偶像"被嘲"埋下了伏笔;公众心理层面,偶像人设营销、夸大吹捧等运作方式招致公众对"真实""完美"等设定的反感与麻木,"苦饭圈久已"的网络舆论境遇激发公众对偶像幻象再戳破的快感享受。在娱乐工业朝向规模化、标准化、产业化迈进的新阶段,"嘲笑""出圈儿"等偶发现象将大众文化突破"饭圈"放置于更广泛的社会层面,是大众给予当今工业化造星模式的提醒,也是双方进行对话的契机与可能。

Mass entertainment studies has been long placed in the paradigm of the Cultural Industry, Consumer Society or the paradigm of Subculture. They mostly take idols or fans as subjects, leaving the study of the average consumers who are not fans is not enough to consider.To analyze the phenomenon of "ridicule" of idols, this study uses the methods of observation and interview, and quotes the "Reception theory" theory of Lowenthal from the perspective of social psychology. This work explores the phenomenon from the two aspects of social restricted factors and individual social psychological aspect, taking public reactions and accept attitude as the breakthrough point. The rise of the new generation of leisure class who has cast off the blind and irrational enthusiasm for pursuing stars and being tired of the star booming which only provides surface aesthetic constitute the new characteristics of the times, which set the stage for the idols to be mocked. On the psychological level of the public, the operation modes such as design marketing for public persona, exaggeration and flattery cause the public’s antipathy and numbness to the " real" and " perfect" settings, and " suffering the fandom for a long time" arouses the public’ s pleasant sensation re-piercing the idolatry illusion. In the new stage, entertainment industry is getting to scale, standardization, and industrialization. The epiphenomenon of "ridicule" and "overstepping the bounds" let the mass entertainment break through the fandom and place it on a broader social level. It is a reminder given by the public to today’s idols-making industry, and it provides an opportunity and possibility for dialogue between these two sides.