陈雪 张畅:并非“自由的火炬”——20世纪美国女性卷烟消费话语与女性主义浪潮的互文关系

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进入专题: 卷烟广告   消费话语   女性主义浪潮    

陈雪   张畅  
2006)受其影响,马克思主义女性主义者对消费话语也更多采取批判视角。露西·柯米萨(Lucy Komisar)曾指出:“广告是男性至上的社会中,最狡猾的宣传工具”(Komisar, 1971)。芭芭拉·斯特恩(Barbara Stern)认为,消费话语本质上是一种带有男性中心偏见的文化文本。其通过诱导促进商品销售,借助对女性身体的控制,再现男性主导的权力结构,从而服务于资本主义的再生产。(Stern, 1993)即使女性形象在新的消费话语中实现了从“传统”到“现代”的改变,看似把女性从以前受男权统治的现实束缚中解放出来,但在消费话语的真实表达中,男性凝视下的女性解放并不是完全的解放。(Mitchell, 1992;Michna, 2016)女性主义者所传递的政治声明,总是以形象夸张、删减或简化的符号在消费市场中反复呈现。这些符号有时能够产生“颠覆”效应,但其表达力也很容易被广告中美丽的女性气质所抵消或者掩盖。

  

   在现代社会中,人们已经越来越难逃离消费话语的围猎。消费话语的建构确有可能成为女性主体表达和实践的方式之一,但女性主义者在被商业和市场“拉拢”时,须认清商业从中牟利的本质,警惕以“赋权女性”为名所建构的消费话语产生异化的可能。如果女性参与消费话语的建构时,沦为资本和商品的傀儡,那么,所谓的自主实践便只是被动地参与,看似激进与先锋的消费话语也只不过是虚伪的面具。

  

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    进入专题: 卷烟广告   消费话语   女性主义浪潮    

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