效忠从属·话语书写·文本消费——明星电子杂志《时尚芭莎》大众文化转型的三个维度

Allegiance to Subordination, Discourse Writing, Text Consumption-Star E-magazine Harper's Bazaar Three Dimensions of Mass Culture Transformation

该文基于大众文化视角研究明星电子杂志《时尚芭莎》的成功转型,以期为传统杂志的数字化转型提供有益启发。《时尚芭莎》的读者效忠从属表现出非常规审美与颜值优先的审美趣味,并以社群为单位,呈现流动、开放性特征;其相关性、互文性、颠覆性话语生产均围绕读者所处社会情境展开,与之深度关联。其文本消费则以创造力激活为表征,读者能够把自己成功投射到明星的形象之中,建构自我身份认同,是所有粉丝经济、饭圈文化共同的心理基础。《时尚芭莎》明星电子杂志的成功,从用户理解、话语书写、社群连接等方面为大众类电子杂志的数字化转型提供重要的思路借鉴。

Based on the perspective of popular culture,this paper observes the star electronic magazine of Harper's Bazaar,which provides useful inspiration for the digital transformation of traditional magazines.The loyalty and subordination of its readers exhibit an unconventional aesthetic and aesthetic taste that prioritizes appearance,and is characterized by fluidity and openness based on the community as a unit.Its relevance,intertextuality and subversive discourse production all revolve around the reader's social situation and are deeply related to it.The consumption of its text is characterized by creativity activation,and readers are able to successfully project themselves into the image of celebrities,construct their own identity,which is the common psychological foundation of all fan economy and fan culture.The success of Harper's Bazaar star e-magazine provides an important reference for the digital transformation of popular e-magazines in terms of user understanding,discourse writing,community connection,etc.