基于符号消费视域的当代青年审丑文化研究——以“淘宝丑东西颁奖盛典”为例

Research on Ugly Appreciation Culture from the Perspective of Symbolic Consumption:Taking the“2023 Taobao Cute Show”as an Example

基于鲍德里亚“物的理论”对历届“淘宝丑东西颁奖盛典”进行研究发现,消费社会中物的三重转向——从功能到非功能再到符号,使得“丑东西”逐渐超越物品自身的意义而转向一种抽象意指存在的符码。“丑东西”的符号消费特征既体现在它拥有趣味性、“真实性”两种独特的设计原则,又体现在其衍生出消费者和商家层面的符号动因。需要以辩证和审慎的态度看待“丑文化”的火爆和流行,挖掘“丑东西”背后多种符号内涵的深层指涉,让受到传统审美文化区分的美丑二元式分立在交流、对话中生发新的意义。

Based on Baudrillard's“theory of things”and previours“Taobao Cute Shows”,the triple turn of things in consumer society,from function to non-function and then to symbols,gradually leads the“ugly things”to transcend the object itself and turn towards an abstract symbol that implies existence.The symbolic consumption characteristics of“ugly things”are reflected not only in its unique design principles of interest and“authenticity”,but also in its derivative symbolic motivations at the consumer and merchant levels.The prevalence of ugly culture should be viewed with dialectical caution.Its aim is to explore the deep connotations of various symbols behind the“ugly things”,and give new meaning to the traditional distinction between beauty and ugliness in communication and dialogue.