時尚消費、名人效應的閱聽人接收分析

Fashion Consumption, Celebrity Effects and Audience Reception Analysis

袁千雯(Chien Wen Yuan)

指導教授 ： 張錦華

國立臺灣大學/社會科學院/新聞研究所/碩士(2006年)

https://doi.org/10.6342/NTU.2006.00385

摘要

傳播媒體各方面發展日新月異，使得台灣各種資訊管道發達，取得容易，以致於資訊傳播與溝通的方式產生巨大變化。閱聽人最常也最容易接觸到的媒體種類不外乎是報紙與電視，近年來更有無遠弗屆的網際網路。在眾多媒體與訊息的包圍之下， 現今閱聽人無時無刻都在接收不同來源、目的等與消費相關的新聞，普遍的消費習慣在無形中受到媒體環境變遷影響甚鉅，與傳統單一媒體的來源刺激大不相同。
媒體構築了閱聽人對於生活的想像，透過報導名人生活以及所使用的商品營造了生活美學的氛圍；而閱聽人接收到訊息後，透過個人對時尚、名人生活的體驗與看法，反映在自己的生活上。在眾多管道媒體的推波助瀾下，與名人結合的相關消費新聞資訊常延燒出一波波一時難以扼抑的熱潮，形成不斷更迭替換的新聞消費現象。
媒體報導當中經過名人加持的商品品牌特別容易讓人質疑新聞與廣告間的模糊界線，在以往的研究當中認為，透過媒體新聞不斷的傳播，名人背後所代表的力量既廣大且深遠，易造成閱聽人對一般新聞和消費相關新聞認知的混亂，進而影響其對時尚、消費、生活風格概念的認知與體現。
不過在本論文的研究過程當中，卻發現有一群對於時尚消費領域知識十分了解的閱聽人，由於平時所累積相關的時尚知識以及對於時尚的敏銳觸角使他們往往在名人效應發燒前就已經得知關於商品的資訊，也因此不容易受到新聞媒體報導的影響，面對新聞媒體以及名人效應，他們也擁有屬於自己的詮釋策略，抵抗媒體可能的影響。再者，在消費社會當中，這群閱聽人有著一套獨樹一格、展現自我的方式，他們希望不落俗套，更不媚俗，因此名人的形象對他們而言是生命中不可承受之重，既不需要，更想努力擺脫。

關鍵字

時尚消費 ； 名人效應 ； 文化資本 ； 符號消費 ； 觀展模式 ； 閱聽人研究

並列摘要

Media in Taiwan has undergone an innovative and immense development, boosting all kinds of available accesses for audience to reach. Despite newspaper and TV channels, audience can get whatever they want on the extentionless Internet. Surrounded by various kinds of resources of media and news which contain different purposes, audience’s consumption styles nowadays have been deeply affected and hugely differed from that in the past.
Through reporting celebrities’ lives and what they use, media constructs an atmosphere of aesthetics and audience’s fantasy for the high-level life. At the same time, receiving the messages on the media, the audience performs their own life style on the basis of individual experience or viewpoints on fashion and celebrities’ lives. Consequently, with the assistance of all kinds of media, news combining with the target of celebrities often promotes upsurges that can’t be easily oppressed and forms on-changing phenomena of news consumption.
News about brands endorsed by celebrities easily attracts audience’s quick doubts that they are actually commercials rather than news reports. From the literature review, through the penetration of media reports, the power represented by the celebrities is pervasive and profound. And this kind of news reports can easily blur and confound audience’s knowledge and awareness of average news from other ones concerning consumption. By doing so, this kind of news even can further influence audience’s conception and realization of fashion, consumption and their own life style.
However, in the process of this research, the researcher found a group of special audience who has superb command over the knowledge of fashion domain. Thanks to the abundant fashion-related cultural capital and acute sense over fashion, they often know clearly about the product information before the celebrities’ effects took over. Thus, they will not fall victim to the influence of media reports. Facing the media and celebrities’ effects, they own their unique interpretation strategies and defy any possible influence of media. As a result, this group of audience has their peculiar way of expressing themselves. They are fed up with popular or trendy clichés and are dying to get rid of them; therefore, celebrities’ images are the heavy burden, not only useless but irksome that need to be shed.

並列關鍵字

Fashion Consumption ； Celebrity Effects ； Cultural Capital ； Symbolic Consumption ； Spectacle/ Performance Paradigm ； Audience Analysis

參考文獻

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