媒介消費中商品意象消費的初探性研究

Abstract

本研究以美國影集【慾望城市】為對象，探討媒介消費中商品意象消費的意涵。媒介消費是閱聽人經由媒介所呈現的物與意象\\r（image），進行商品與意象的意義交換過程。研究發現，商品經由媒\\r介再現，閱聽人接收到的不僅是商品功能的原始訊息，還包含媒介文本賦予商品意象的特殊意涵。此外，商品意象消費是一個不斷的循環過程。

This article focuses on the pattern of commodity images in daily media consumption. The research examines the television drama “Sex and the City”\\r and attempts to analyze the meaning of commodity images consumption. The finding reveals that the daily consumption of commodity images demonstrates a dynamic cyclical pattern. The commodity images serve as signs for the emergence of audiences’ private meaning. As the privately produced meanings are shared to others and become a public desire, the new public desire is then turned into an object of commodification. When the media proceed to commodify the public desire, new commodity images will be produced, and a new cycle will take place. In consequence, consumption is a constantly cyclical process, and the meaning production originates from capitalist production mechanism, social meaning, and audiences’ selfproduction of meanings.