摘要
自20世纪70年代以来,经济文化全球化成为微空间生产与重构的重要动力。而随着生产方式和生活方式的改变,以符号和审美消费为主的后现代消费社会范式的崛起,促使文化成为行就消费空间的主要手段之一。广州方所文化书店就是在这样的背景下催生的新生事物。贴上文化标签后的方所文化书店,一反实体书店在现代消费社会中逐步被边缘化的窘境,出现伊始就受到各界的广泛关注。研究剖析了方所文化书店这类实体书店文化身份的展演(performance),并对消费者的感知与认同进行了解读。结果显示,通过经营者对文化手段的操纵,方所文化书店被形塑成一个世界文化的微观缩影,同时也成为一个具有尊贵与典雅特质的文化新空间。而消费者通过对实体微空间的环境、商品文化及人群品质的感知,也认同了这种新的文化消费空间。实体书店在标签化的文化表征与文化变迁中完成自我救赎,同时也被消费者重新认同。
Since the 1970s, economic and cultural globalization has become the vital dynamic in the production of micro-spaces. With the deepening of research and practice, space is no longer considered as a meaningless container. After a long time＇s researches, geographers have used the concept of space to explain the complexity and multiformity of this social world. As the modem mode of production changes, a post-modern society characterized by symbols and aesthetics has come into being. Therefore, culture plays an important role in the production of consumption spaces. Cultural consumption spaces, as significant components in the establishment of the urban spaces, not only have the function of economic exchange, but also reserve rich cultural implications. Simultaneously, with the growth of cultural studies in the 1970s, identity displayed a critical useful tool in the analysis of cultural forms, and gradually became the principal part of cultural studies. The meaning of physical space is unprecedentedly highlighted. Space is regarded as the key factor in the construction of place identity. Such backgrounds are impetus of a newly emerging space--Fangsuo Commune in Taikoo Hui Super Mall in Guangzhou. Labelled with a cultural symbol, Fangsuo Commune has received wide attention, which is very different from the fact that physical bookstores are becoming marginalized in modem consumption society. Taking Fangsuo Commune in Taikoo Hui Super Mall as an example, the performance of cultural identity of physical bookshop, as well as the perception and identity of consumers are to be understood. The results indicate that, on the one hand, under the cultural means performed by the managers, Fangsuo Commune is shaped as a micro-epitome of the global culture, as well as a new cultural space with characteristics of dignity and elegance. On the other hand, by perceiving the physical space, the culture of products and the groups in Fangsuo Commune, most consumers have approved of this new cultural consumption space. Labelled by culture and the production of relative meanings, the physical bookstore manages to complete its self-salvation. Therefore, the bookstore is accepted by consumers again.
出处
《地理学报》
EI
CSCD
北大核心
2014年第2期184-198,共15页
Acta Geographica Sinica
基金
国家自然科学基金项目(41171125
41201137)~~
关键词
文化全球化
方所文化书店
文化表征
感知与认同
广州
cultural globalization
Fangsuo Commune
cultural representation
perceptionand identity
Guangzhou
