摘要
近年来,“国潮”成为炙手可热的社会文化现象,于中国品牌的发展以及中国文化的弘扬有着重大意义。品牌“国潮”化的具体实践是品牌跨界,其实质是两个符号并置形成一个新文本的过程,这是双轴操作的结果。“国潮”品牌跨界的聚合轴是宽幅的,而这个幅度的不断疯长正在促成品牌跨界的“选择悖论”,这不利于品牌的长远建设和“国潮”的长期且大范围存在。
In recent years,guochao has become a hot social and cultural phenomenon that is of great significance to the development of Chinese brands and the promotion of Chinese culture.The specific practice of guochao is brand crossover,and its essence is the process of collocating two signs to form a new text,which is the result of a biaxial operation.Guochao has a wide convergence axis.The continuous and rapid increase of its range contributes to the "paradox of choice" of brand crossover,which is not conducive to the longterm development of the brand or to the long-term and large-scale existence of guochao.
作者
蒋诗萍
周诗诗
Jiang Shiping;Zhou Shishi(College of Humanities,Shanghai University of Finance&Economics)
出处
《符号与传媒》
2020年第2期141-149,共9页
Signs & Media
基金
国家社科基金青年项目“中国品牌国际传播中的文化符号生产与认同机制研究”(17CXW023)的阶段性成果之一
上海财经大学青年教师预研究项目(2020110198)成果之一。
关键词
国潮
品牌跨界
符号双轴
宽幅
guochao
brand crossover
biaxial relations of signs
broad width
