角色化剧院——角色消费社会中剧院观众拓展新思路的探索

MOE Characterized Theatre——a New Strategy of Audience Development for Theatre in Role-based Consumer Society

本文先从社会环境入手,结合鲍德里亚的消费理论,说明消费文化已经从对功用性的追求变成了对于符号表意的追求。接着说明众多符号中最适合用于作为文化概念表达的是人物角色,并且对角色化社会中新兴消费群体'御宅'的消费文化和消费能力作进一步阐释,强调其作为观众拓展对象的价值。之后引用角色'文广小姐'的样例和相关营销方法来介绍观众拓展的具体操作步骤。最后总结,说明以文广小姐形象为基础的一套衍生符码形成的暗示意义链就是'剧院角色化'的本质。

The paper starts from the social environment to explain that the consumption culture has already brought about a revolution.What people pursue has become the meaning of the commodity instead of its function.The second part of this paper shows why character is the best choice to explain some cultural concepts and emphasize the value of assuming‘otaku’as the object by analyzing their consumption culture and economics.After that,the paper shows some examples of character and marketing methods for the reader’s knowledge of the operating process.At last will be the explanation that Moe Theater’s essence is a system of implication formed by the character designed above.