差异性符码游戏:鲍德里亚消费视域中的时尚理论

Difference Code Game:the Study of Fashion Theory in Baudrillard’s Consumption Perspective

追求时尚是现代人最推崇的生活方式之一,所以诸多理论家将视野聚焦于时尚问题。鲍德里亚就是时尚理论研究领域内的争鸣者之一,他从现代消费社会语境出发对时尚问题进行了深刻的思考,并提出了独特的见解。鲍德里亚将时尚看成一种具备普遍性与多义性的符号形式、一种新型的消费艺术。在鲍德里亚看来,时尚的内在逻辑就是针对消费者的废弃游戏,因此时尚还具备一种朝生暮死的属性。的确如此,现今时尚已经充斥生活的各个领域,它甚至可以诱导人们的日常消费,并影响人们对消费物的判断能力。可见,为了更好理解时尚的影响,需要进一步剖析鲍德里亚的时尚理论,以便于在日常生活中理性应对时尚与消费问题。

Pursuing fashion is one of the most respected lifestyles of modern people,so many theorists focus on fashion issues.Baudrillard is one of the contenders in the field of fashion theory research.He made a deep thinking on fashion issues from the context of modern consumer society,and put forward unique opinions.Baudrillard regards fashion as a symbol form with universality and polysemy and a new type of con-sumer art.In Baudrillard’s view,the internal logic of fashion is to abandon games for consumers,so fashion also has an attribute of life and death.Indeed,nowadays,fashion has flooded all areas of life.It can even induce people’s daily consumption and affect people’s ability to judge consumer goods.It can be seen that in order to better understand the impact of fashion,it is necessary to further analyze Baudrillard’s fashion theory,so as to rationally deal with fashion and consumption issues in daily life.