城市消费空间“家”的想象与情感建构

The imagination and emotional construction of "home" in urban consumption space

在以符号和审美为表征的后现代消费时代,消费空间的社会文化意义建构日益成为新文化地理学的关注热点。本研究延循"家"的地理学理论脉络,以广州宜家家居为案例,采用质性研究方法,探讨经营者和消费者不同主体对宜家空间"家"的建构、表征、想象与实践。研究发现:①经营者采用了空间技术、景观塑造和话语表征等策略植入"家"文化元素,将宜家建构为一个"舒适、安全、亲密和具有凝聚性"的"家"空间。②消费者则通过购物消费、具身展演、日常生活实践解读空间的特殊意涵,将宜家建构为良好的情感治疗空间和社交场所,从而实现了对宜家的情感认同。③宜家消费空间是消费者与经营者实践共谋的另类"家"空间。其含义远远超越纯粹的消费场所,不仅实现了消费者对"家"的渴望及其"失家"体验的在场弥补,并且打破了家空间与公共空间、私密与公开的界限,模糊和消解了"家"的边界,进一步延伸和丰富了"家"的概念和意涵。

In the post-modern consumption society characterized by symbols and aesthetics,The social and cultural construction of consumption space has increasingly become a focus of new cultural geography. By using the theoretical perspective of the geography of home, this paper takes Guangzhou IKEA as a case and adopts the qualitative methods to discuss the construction, representation, imagination and practice of the consumption space by different subjects of operators and consumers. The main finding indicates that:(1)The operator adopts the strategies of space technology, landscape modeling and discourse representation to implant the cultural elements of "home", and constructs IKEA as a "home" space that is "comfortable, safe, intimate and cohesive".(2) Consumers interpret the special meaning of space through shopping and consumption, embodied performances, and daily life practices, and construct IKEA as a good emotional treatment space and social place, thus realizing the emotional identity of IKEA.(3)IKEA is an alternative "home" space where consumers and operators practice and conspire. Its meaning goes far beyond a pure place of consumption, and not only realizes the consumer’s desire for "home" and the on-site compensation for the experience of "losing a home". It also breaks the boundaries between home space and public space, privacy and publicity,, and further extends and enriches the concept and meaning of "home".