從日本偶像劇的風潮審視當代消費流行文化的意義

本文試圖為台灣社會掀起的日劇風潮提出社會性的審視，並探討商品跨文化消費的基本概念，如何形成現代消費流行文化的過程。歷史的印記，政治經濟自由化，資本消費主義興起，組成複雜的因素，用以闡述此流行文化的形塑。因「文化接近性」使日劇比西方電視節目更能創造文化挪移的想像空間。研究發現，台日間不平衡的權力關係，使日本成為一個具有號召魅力的符碼，也象徵著品質與流行感兼備，因此當日本文化消費者的需求獲得滿足後，卻讓我們忘卻思考其存在的必要性。在消費文化形成的過程當中，創造與生產文化的趨力必須加以討論。隨著大量複製，銷售和利潤累積的勃發，商品（日劇）的流動從地區轉移到亞洲市場，消費者（觀眾）輕易就可隨時汲取，台灣社會不能不深刻警覺經由消費實踐行動，所建構出的日常生活意義對閱聽人與文化認同可能產生的影響。

關鍵字

日劇；挪移想像；文化接近性；生產；消費文化；全球化

並列摘要

The paper attempts to provide social examination on the Japanese trendy drama mania occurred in the Taiwan society. The concept for the consumptions of cross-culture products is used to analyze the formation and influence of this new TV program genre in Taiwan. The historical path, political and economic liberations, and the emergence of capitalism consumption have been covered to form a complex factor forming the popular culture. Because of the cultural proximity, it is easy for the Taiwanese audience to draw the imaginary appropriation from the dramas than western programs. Based on this concept, the asymmetrical power relations between Taiwan and Japan have promoted ”Japan” as a symbol of fantasy and attractions and as a higher status equal to the West with the quality and significant popularity. As the Japan-mania with consumers' needs is satisfied by the forces of consumer-culture production, they forget their own necessity. I will discuss the formatting of consumer-culture, especially on the aspect of production in the culture industry. With the blooming concepts of mass production, mass marketing and profit accumulation, the commodities (Japanese dramas) have been sold from local areas to Asian market on purpose. Thus, consumers (the audience) can easily receive the propaganda of the commodities (dramas). It is advised that the Taiwanese society would have to be aware of the impacts brought by the consumption behavior of the audience and by the issue of cultural recognition.