图书详情
ISBN:978-7-5097-4779-7总页码:232
字数: 185千字装帧:平装
内容简介
本书以中国的大众文本变迁为背景,着力探讨了决定大众文本现状、成因及发展趋势的诸因素,即价值、评价、价值观等价值学说的核心范畴。
第一,价值问题。作者认为,决定大众文本价值的因素包括三个方面,一是大众文本的价值系统,包括文化层面和金融层面;二是衡量大众文本的价值内涵,包括自由劳动和社会必要劳动;三是大众文本价值的尺度,主要是人类心理时空。
第二,评价问题。作者认为,从本土批评的视域局限和理想的评价模式的角度看,应该进一步拓宽视野,对大众文本的评价至少应含有本土、内在、综合三大要素。
第三,价值观问题。作者认为,评价和主导大众文本的价值观可以分为国家主导价值观、民俗传统价值观以及知识分子价值观。
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图书摘要
本文在系统梳理价值、评价、价值观这三个价值学核心范畴的基础上,分别从这三个视域探讨了当代中国大众文本的概貌及其重要一支——商业杂志的详态,以期在理论上探讨当代中国大众文本及其“个案”商业杂志的价值学相关问题,在实践上探索中国杂志产业的改革发展之路,进而管窥中国整个文化产业的繁荣之途。
以上意图是通过五章内容逐步展开的。
第一章阐明本文的选题因由,综述相关论题的研究现状,说明本文的研究方法和创新点,从而将本文论述嵌入了相关学术史。
第二章谈价值问题,指出在文化经济层面,大众文本价值的流通物是意义、快乐和社会身份;大众文本价值的内涵是被施予的自由劳动;大众文本价值的尺度是人类心理时空。
第三章谈评价问题,指出相关文本“非典型”发生语境导致的特殊性——大众文本在当代中国实为“小众”文本,其运作在典型的“消费”之外,还存在着一个“仰视”的向度;本土批评总体上显出的视域局限及我们期待中的理想评价模式至少应含有本土、内在、综合三大要素。
第四章谈价值观问题。其一,揭示了当代中国大众文本的跨媒体(横向)价值观分布规律:在公益广告等意识形态类内容中,国家主导、民俗传统价值观相伴,知识分子价值观处于点缀位置;而在商业广告等市场类内容中,则上演了一出从物质主义价值观到后物质主义价值观的发展活剧,民俗传统价值观只是象征性闪烁其间。其二,揭示了分媒体(纵向)价值观分布规律:在中心媒体,国家主导价值观继续拥有权威;享乐本位、后物质主义价值观在与国家主导价值观寻求一定程度妥协、共谋的过程中,不断强化着自己的力量;而知识分子价值观、民俗传统价值观的声音越来越微弱了。
第五章先从一般进入特殊,其前三节分别考察了当代中国商业杂志的价值、评价和价值观状况;继而第四节详述了2008~2011年中国杂志产业的发展情况,某种意义上又从特殊进入了新的一般。
关键词:价值 评价 价值观 大众文本 当代中国商业杂志
Based upon a systematic arrangement of three core
parts of axiology: value, appraisal and viewpoint of value, the dissertation
has discussed the outline of current Chinese popular text from three different
aspects and the details of its important section——commercial magazines, so that
it has made an axiological survey of the current Chinese popular text at the
theory-level and practice-level: Exploring the value problems of the current
Chinese popular text and the “case” ( the commercial magazines); exploring the
reform roads of Chinese magazine industry, and prosperity roads of whole China’s culture industries.
The following efforts made are as follows.
The first chapter expounds the selection cause of
this topic, the research status of related topics, the research method and the
innovation points, thus pulls this paper into the relevant academic history.
The second chapter is about the value problems.It
points out that at the cultural economic level, the circulations of the popular
text value are significance, pleasure and social identity; the connotations of
the popular text value are the operated and free labor; the yardstick of the
popular text value is the psychological time-space of human beings.The
dissertation has made an initial illustration of these views.
The third chapter is about the appraisal problems.While
discussing the appraisal of the current Chinese popular text, the dissertation
has pointed out the popular text in current China in fact is “minor-part” text, whose operation outside of the typical “consumption” has a “respected” dimension.It is unreasonable and should be changed that the
situation of self-aphasia of the group respecting the popular text is
considered and judged by the ideal viewpoint of value of socialism,
characterized by “wiping out exploitation and getting
rid of split between two parts to realize the common wealth”.This ethnic choice has thoroughly shown my attitude.
The fourth chapter is about the viewpoint of value
problems.The first point is to disclose the distribution rules of viewpoint of
value of cross-media of the current Chinese popular text: in the ideological
contents of public ads, the nation-dominant and the folk-traditional viewpoints
of value are in close relationship, while the viewpoint of value of
intellectuals is in a subordinate position; in the contents of markets of
commercial ads has been put on a development play of viewpoint of value from
materialism to post-materialism, in which the viewpoint of folk-tradition value
is only contained.Secondly, distribution rules of the viewpoint of sub-media
(vertical)value: in the center media, the nation-dominant viewpoint of value
has continuously held authority; the viewpoint of value of pleasure and
post-materialism has constantly strengthened its power in the course of
compromise and co-ordination of the nation-dominant viewpoint of value; the
voice of viewpoint of intellectuals and folk-tradition is becoming weaker and
weaker.
The fifth chapter is from the general into the
special firstly.In front of the three sections examine the conditions of
commercial magazines’ value, appraisal and viewpoint of value.Through observing the
development of 2008 to 2011 Chinese magazine industry, the fourth section is
from the special into the new general.
Key
Words:value;appraisal;viewpoint of value;the popular text;the current Chinese
commercial magazines
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