符号学视域下国潮文化的深层建构与文化认同

Deep Construction and Cultural Identity of National Tide Culture from the Perspective of Semeiotics

消费社会中,商品的符号意义与符号价值日渐受到受众的重视,符号消费也成为现代社会的新趋势。国潮文化的兴起因其充满内涵的文化符号而受到大众喜爱,其符号建构源于中国美学精神的延续和日常生活审美化的追求,但以此建构起来的文化符号多停留在表层的符号追寻和追捧,即视觉层面的表层编码。国潮文化的真正建构发展需要深层次的符号建构、审美心理和文化认同,以此真正彰显中国文化精神价值,引起国潮文化的符号、身份和价值认同。

In a consumer society,audiences pay more and more attention to the symbolic meaning and value of commodities,and symbolic consumption has become a new trend in modern society.The rise of the national tide culture gains public popularity because of its cultural symbols full of connotations.Its symbol construction is due to the continuation of Chinese aesthetic spirit and the aesthetic pursuit in daily life,though the cultural symbols thus constructed mostly rest on the sought and pursuit of surface symbols,or the surface coding at the visual level.Therefore,the real development of the national culture requires deep symbol construction,aesthetic psychology and cultural identity,so as to truly highlight the spiritual value of Chinese culture and evoke the recognition of symbols,statuses and values of the national culture.