消费主义逆行:基于豆瓣反消费主义小组的网络民族志观察

Consumerism Retrograde:An Online Ethnography Based on the Douban Anti-Consumerism Group

本文以豆瓣小组“不要买|消费主义逆行者”为研究对象,通过网络民族志观察与深度访谈,从文化研究的视角分析反消费主义网络社区的文化现象与传播景观,认为反消费主义文化体现出部分青年群体的反身性、主体性觉醒等现实境况。“抵抗”不是基于拒绝,而是寻求平衡和免遭异化,选择并重构那些服务于现代社会的审美感受、意识形态和逻辑元素。通过网络社区将分散的个体相互联系起来,开辟了技术支持下的意义与反抗空间,为文化批判场域的形成提供了新的可能。

This article uses the Douban group“Don't Buy”as the research object.Based on online ethnographic observations and in-depth interviews,this paper analyzes the cultural phenomenon and communication landscape of anti-consumerism online community from the perspective of culture studies,arguing that anti-consumerism culture refects the realities of some youth groups'refexivity and the awakening of female consciousness.The“resistance”is not based on rejection,but on seeking balance and protection from alienation,selecting and reconstructing those aesthetic feelings,ideologies and logical elements that serve modern society.The interconnection of scattered individuals through online communities opens up a space of meaning and resistance under technological support,offering new possibilities for the formation of a cultural critical feld.