文化消费:武汉新型实体书店的符号价值解析

Cultural Consumption:An Analysis of the Symbolic Value of Wuhan's New Physical Bookstore

近年来我国文化消费增长加快,产业规模不断扩大,文化消费正在成为中国经济转型升级的新动力。武汉实体书店的发展现状表明,新型实体书店的兴起与文化消费热潮存在内在逻辑相关,即国家战略与文化方针的引导、社会资本与市场需求的耦合、技术赋能与品牌营销的并进。从文化消费符号蔓延、文化消费景观建构、个体身份认同与社会阶层归属、大众媒介与广告操控四个方面,研究书店文化在需求与消费之间的符号价值,发现在新型实体书店的文化消费中,人们消费的不仅仅只是书籍这一物质存在形式,还存在着对各类衍生品、生活方式、文化符号的价值消费。文化消费与大众需求之间并非简单的线性关系,以符号价值探讨新型实体书店与互联网背景下文化消费的动因与发展模式具有重要价值,有助于推动大众文化消费的有序发展。

In recent years,the growth of my country's cultural consumption has accelerated,and the scale of the industry has continued to expand.Cultural consumption is becoming a new driving force for China's economic transformation and upgrading.The development status of physical bookstores in Wuhan shows that the rise of new physical bookstores is inherently related to the cultural consumption boom,that is,the guidance of national strategies and cultural policies,the coupling of social capital and market demand,and the simultaneous advancement of technological empowerment and brand marketing.From the four aspects of cultural consumption symbol spread,cultural consumption landscape construction,individual identity and social class affiliation,mass media and advertising manipulation,the study of the symbolic value of bookstore culture between demand and consumption has found that it is in the cultural consumption of new physical bookstores People consume not only books as a form of material existence,but also value consumption of various derivatives,lifestyles,and cultural symbols.The relationship between cultural consumption and mass demand is not a simple linear relationship.Using symbolic value to explore the motivation and development mode of cultural consumption under the background of new physical bookstores and the Internet is of great value and will help promote the orderly development of mass cultural consumption.