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篇名 娃娃的故事:消費社會下的非顛覆性次文化
The Story of Dolls: A Non-subversive
作者 梁韻姿
中文摘要 本文以民族誌和訪問的形式探討玩娃文化,了解年輕女玩家群體的形成與對自身經驗的理解,以探討消費社會下次文化概念的轉變。其一是媒體對於次文化形成的影響,這在玩娃論壇的連繫各玩家的重要功\能上可以清晰顯示。其二是次文化參與者對消費的詮釋,玩娃文化的獨特之處,在於它以一件消費品作為次文化群體的展示方式,消費品因而是這項次文化的入門。透過將娃娃擬人化,為娃娃加上衣服、名字、設定等,賦予多項意符後,商品就帶著獨特的意含。娃娃玩家以消費建立了一個次文化圈子,有只屬於他們群體的規範,區別了群體與其他文化,從而滿足玩家對「區別自己」與一般主流大眾的需要。然而由於玩娃文化由消費品主導,令它作為次文化反抗主流商業階級的力量大減,形成一種「非顛覆性次文化」,在次文化與主流意識形態之間作出妥協。作為次文化,玩娃文化對抗的不是商業或統治階級,反而是主流的性別與家庭意識。消費令玩家們可以讓娃娃成為她們個人獨一無二的「兒子」或「女兒」,建立一段理想的家庭權力關係,從中得到賦權,並滿足在主流文化中無法滿足的生理及心理需要。
英文摘要 With ethnography and in-depth interviews, this study attempts to understand the subcultural community of doll-playing, including how it is formed and how the young female players make meaning with their experience, aiming at investigating the change in the
concept of subculture in the contemporary consumer society. Firstly, the online activities of doll-players show clearly that the Internet greatly affects the formation of a subcultural community. Secondly, subcultural communities may make special meaning with their consumption. As a kind of subculture, doll-playing is special in the sense that it is bounded with consumer products, which are humanized by assigning names and backgrounds to the dolls. Such consumption activities help the players gain satisfaction through differentiation with the mainstream. However, emphasis on consumption has made it lose the non-subversive nature of subculture, but compromise with the consumption power of the mainstream. What the players resist is not the ruling class, but the mainstream attitudes towards gender and family. Consumption has allowed them to be empowered and to build up an ideal domestic relationship, leading to physical and psychological satisfaction.
中文關鍵詞 次文化、消費社會、消費品、青少年、區別化
英文關鍵詞 Subculture, Consumer Society, Consumer Products, Youth, Differentiation
發表日期 2011-07-04
授權狀況 已授權
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