生活風格的自我搬演

「生活風格的自我搬演」指涉藝術活動的虛假性，它在一種獨特的行銷機制中成為一種偽裝的藝術行動的結構邏輯，它將具有（日常生活）美學外貌的消費行動轉化為一種讓行動者誤以為是具有美學內涵的藝術行動，從而使具有真摯性的美學經驗成為不可能。本文將回溯Bourdieu中性化的「生活風格」概念，並藉由批判G. Schulze的「生活風格美學化」命題及導入Oevermann的「自我搬演」的理論架構，來論證「生活風格的自我搬演」此一獨特行動邏輯的結構特性。「生活風格的自我搬演」必須被視為「文化工業」運作邏輯更細緻化的表現形式。

關鍵字

文化工業；生活風格；藝術社會學；文化社會學

並列摘要

The concept of the ＂self-dramatization of life-style＂ refers to the falsity of art activities in a special marketing mechanism. The self-dramatization transforms the everyday consuming action with aesthetic appearance into a kind of self-intended aesthetic action. It makes the actor/consumer feel that his consuming action achieve the level of aesthetic value. However, in fact, the actor/consumer loses his own authentic experience of aesthetics. This article will recall Pierre Bourdieu's the neutralized concept of the ＂life-style＂ and criticize G. Schulze's proposition of the ＂aestheticization of life-style＂. With the help of the framework of the self-dramatization developed by the German sociologist Ulrich Oevermann, this article demonstrates the structural characteristic of the self-dramatization of life-style, which must be considered as the delicate manifestation of the ＂cultural industry＂ operation.