文化消费者对黄梅戏展演空间感知的模式与价值寻求:方法-目的链理论的应用

The Perception Model and Value Pursuit of Cultural Consumers to Huangmei Opera Performance Space: An Application of the Means-end Chain Theory

以安庆黄梅戏会馆和再芬黄梅公馆为例,基于方法-目的链理论模型,解读文化消费者对黄梅戏展演空间属性的感知评价、层次处理和价值导向的转变。研究发现:不同层次的空间属性在文化消费者的感知与体验中实现着新的组合与重构,由此形成了基于舞台展演内容、文化呈现形式以及演出环境氛围为主体的3种空间感知模式。结合文化消费者感知的心理结构与路径,黄梅戏展演空间被消费者建构为娱乐空间、情感空间和社交空间,空间的多元化意义和价值得到彰显。方法-目的链理论从消费者的感知与需求出发,探索文化空间意义生成路径,实现了文化空间与消费者之间的双向信息交换。

The perception of cultural consumers is intermingled with the cultural nature of performance space,in which process the intrinsic perception structure and model of cultural consumers are of great academic value.Taking Huangmei Opera Hall and Zaifen Huangmei Mansion as examples in Anqing City, Anhui Province, the transformation interpretations are conducted in terms of the perceptual evaluation, hierarchical treatment and value orientation on the part of cultural consumers for the spatial attributes of Huangmei Opera, within the Means-end Chain theory framework. It is found that new combinations and reconstructions of the spatial attributes of various hierarchies are realized in the perceptions and experiences of consumers, in which process three models to their shapes, respectively based on stage performance contents, cultural presentation forms and performance atmosphere. Stage performance contents are composed of quality and cast of the program as well as program scheduling, and costumes and makeups, which are vital to the entertainment and amusement on the part of cultural consumers. Huangmei Opera culture is manifested through opera shows and singing styles as well as the material entities of the performance space, so as to satisfy consumers’ needs for authenticity and learning experience. The spatial performance atmosphere manifests itself in the layout design, performance atmosphere and cultural consumers. The management has endowed the space with entertaining and socializing functions by means of internal layout design so as to gain the functional recognition of the material environments from the consumers, who are then immersed in the performance atmosphere, during which the consumers with the same motivations and value pursuits will correlate with each other through identity recognition, thus their life and interpersonal relations are improved and enriched. In accordance with the psychological structure and path of consumers’ perception, the performance space of Huangmei Opera is constructed as entertaining, emotional and socializing space respectively by consumers, highlighting the diversified significance and value of the performance space as a result. Huangmei Opera, a heritage of performing art, is perceived and interpreted differently by consumers in line with their unique cultural backgrounds and experiences in the surroundings. The hierarchical transformations of spatial perception exhibits how the attributes hierarchy relates to consequences and values, which contributes to the further understanding of psychological process in perception deconstruction. The spatial perception is a meaning-generating process, manifesting the expectations and values of cultural consumers, in which process the spatial perception is transformed into values meaningful to individuals. The Means-end chain theory contributes to the exploration of how attributes, consequences and values relate to one another, revealing how specific attributes lead to abstract value goals by means of cognitive thinking through which a better understanding of the complex psychological structures of cultural consumers can be gained.