LOGO攻陷的“小时代”——论《小时代》对奢侈品的利用、隐喻及指向

Tiny Times Occupied by LOGO: The Analysis on its Utilization,Symbolization and Direction of Luxury Goods

获得巨大商业成功的《小时代》小说系列,因其文本中充斥了大量奢侈品描写而招致众多攻击和非议。《小时代》中对奢侈品LOGO的利用在于构建一个消费文化语境下的"小时代城堡",它不仅宣扬物质的狂欢和努力至上的理念,同时还是一种群体认同的隐喻,借着文化产业而迅速崛起的部分年轻中产阶级试图藉此构建与大众消费的隔离地带,建立新的群体认同来满足自身的归属感需要。从整个文化产业链来看,《小时代》不仅仅是一部畅销书,更是后续系列文化产品的脚本,其中奢侈品元素的运用是消费文化语境下的一种时尚叙事。

The commercially successful novel Tiny Times is criticized due to its plentiful description of luxury goods. The novel utilizes the LOGO of luxury goods to construct the Castle of Small Times in the consuming culture context. It not only advocates the craze for material satisfaction,idea of the super position of efforts,but also the metaphor of group identification. A part of young middle class making fortune through cultural industry is seeking to set up buffer zones different from mass consumption,building the group identification to satisfy their need for the sense of belongingness. Judging from the whole cultural chain,we can see that Tiny Times is not only a best seller,but also the script of subsequent series of cultural products,of which the usage of luxury elements is a kind of fashionable narrative in the consuming Culture Context.