权力与身份认同:品牌叙事中的“女性话语”分析

Power and Identity:An Analysis of“Female Discourse”in Brand Narrative

随着社会经济的发展和女性主义在全球的传播,品牌日渐成为关乎社会意识形态的传播载体,品牌与女性达成一种“隐秘的互动”。本文主要对于品牌叙事中的“女性话语”进行研究,以批评性话语分析理论(Critical Discourse Analysis)为研究框架,选取相关品牌叙事语料为研究对象,探讨了品牌叙事中女性的权力、身份认同、公共性接合和构建话语共同体等问题。力图厘清品牌叙事的“女性话语”逻辑,重新审视女性与品牌的内在关联。这有助于透过品牌消费的狂欢景观,窥视女性“实现自我”与“主体性弱化”的现实矛盾。

With the development of social economy and the spread of feminism around the world,brands have increasingly become a carrier of social ideology,and brands have reached a“hidden interaction”with women.Therefore,this article mainly studies the“feminine discourse”in brand narrative,and uses critical discourse analysis theory as a research method,selects relevant brand narrative corpora as research objects,and discusses women’s power and identity in brand narrative,issues of identity and public engagement.Clarify the logic of“female discourse”in brand narratives,and re-examine the inner connection between women and brands.This helps to observe the real contradiction of women’s“self-realization”and“weakness of subjectivity”through the carnival landscape of brand consumption.