通俗文化理论导论

<STRONG><FONT size=3>　　　　　　　　《文化和传播译丛》出版说明</FONT></STRONG>


　　所谓文化，从本质上来讲，是人类借助符号传达意义的行为。因此说文化与传播密不可分，犹如一枚硬币的两面。文化传播的历史大致可以分为三个阶段：口传文化阶段、印刷文化阶段和电子文化阶段。电子媒介的出现是人类文化传播史上的一次革命，它不仅改变了文化传播的方式，也使人类的生活方式、思维方式和社会结构发生了深刻的变化。本译丛精选了近年来西方文化与传播领域内最具有代表性的著作，旨在帮助读者拓展视野，加深对这场历史巨变的理解。　

　　　　　　　　　　　　　　　　文化和传播译丛

<STRONG>　　　　　　　　　　　　　　　　　总 序</STRONG>

　　人类学的研究表明，人与动物的根本差异，就在于人的未特定化，因而人有超越自然的文化。哲学家深信，人不但生活在物理的世界中，同时也生活在符号的世界中。所以，亚里士多德“人是逻各斯的动物”这一经典定义，可作如下新解：人是符号和文化的动物。

　　人创造文化，又被文化所创造。于是，人是文化主体，同时又是文化的对象。人生存于世界上，也就意味着人在文化中。这种复杂的依赖关系，或许可以通过稍稍修改一下康德的著名公式来表述：“我在文化中，文化在我心中。”

　　文化总是体现为各种各样的符号，举凡人类的器具用品、行为方式，甚至思想观念，皆为文化之符号或文本。文化的创造在某种程度上说就是符号的创造。从符号的角度看，它的基本功能在于表征(representation)。符号之所以被创造出来，就是为了向人们传达某种意义。因此，从根本上说，表征一方面涉及到符号自身与意图和被表征物之间的复杂关系，另一方面又和特定语境中的交流、传播、理解和解释密切相关。这么来看，所谓文化，究其本质乃是借助符号来传达意义的人类行为。所以一些文化学家坚持文化的核心就是意义的创造、交往、理解和解释。

　　无论从什么意义上看，文化总是和传播密不可分，是一枚硬币的两面。

　　文化史家把文化传播的漫长历史做了精致的分期。大约可以分为三个不同阶段：口传文化阶段、印刷文化阶段和电子文化阶段。在口传文化阶段，面对面的在场交流形式与语境，既使得交流是双向互动的，又使得传统的权威得以维持；印刷文化阶段，信息不再依赖于在场，它贮存在可移动的媒介(印刷物)中，使得不在场的交流成为可能。印刷文化出现，在跨越时空限制的同时，也动摇了传统的权威。由于读者和作者不在同一时空里，阅读活动较之于面对面交流，更加带有批判、怀疑和“改写”原本的倾向。本世纪电子媒介的出现，是人类文化传播历史上的一次空前的革命，它极大地改变了文化传播的方式，遂改变了文化自身的形态，甚至改变了生存于其中的人类生活。毫无疑问，古往今来，没有一种传播媒介像电子媒介这样深刻地影响到整个社会。

　　电子媒介导致了一系列新的现象。首先，它加速了全球化和本土化的进程。通过时一空分离或时一空凝缩，“地球村”应运而生。一方面是本地生活越来越受到远处事件的“远距作用”；另一方面本土化和民族化的意识异常凸显。我们一他者、本土—异邦、民族性一世界性等范畴，不再是抽象的范畴，而是渗透在我们的日常生活中。其次，电子媒介在促进文化的集中化的同时，又造成了不可避免的零散化和碎片化。再次，电子媒介一边在扩大公共领域的疆界和范围，将越来越多的人卷入其中，但同时它又以单向传播、信息源的垄断以及程序化等形式，在暗中萎缩和削弱潜在的批判空间。复次，电子媒介以其强有力的“符号暴力”摧毁了一切传统的边界，文化趋向于同质化和类型化，但它又为各种异质因素的成长提供了某种可能。最后，电子媒介与市场的结合，必然形成消费主义意识形态以及被动的文化行为，这似乎都和口传文化和印刷文化判然有别。

　　晚近一些有影响的研究，主张把媒介与文化这两个关键词连用，或曰“媒介文化”，或曰“媒介化的文化”。这是一种全新的文化，它构造了我们的日常生活和意识形态，塑造了我们关于自己和他者的观念；它制约着我们的价值观、情感和对世界的理解；它不断地利用高新技术，诉求于市场原则和普遍的非个人化的受众……。总而言之，媒介文化把传播和文化凝聚成一个动力学过程，将每一个人裹挟其中。于是，媒介文化变成我们当代日常生活的仪式和景观。这就是我们所面临的现实的文化情境，显然，我们对它知之甚少。

　　有鉴于此，本丛书着力于译介晚近西方传播和文化领域中的代表性论著，旨在拓宽视野，深化理解，进而推进本土化的研究。


                                                                          周宪 许钧

                                                                 1999年9月序于古城南京

　　多米尼克•斯特里纳蒂（Dominic Strinati），英国莱斯特大学社会学讲师。著有《资本主义、国家与工业关系》（1982）、《战后英国的通俗媒介文化》（合著，1992）。

　　本书是作者的最新力作，初版于1995年。作者批判性地评介了当代西方社会中有关通俗文化的主要理论，既作了简明扼要的介绍，也提出了一些值得深思的问题。作者还重点分析了一些有代表性的理论家的观点和当代重要的通俗文化现象。本书对于我们了解当代西方通俗文化及其理论，具有重要的参考价值。

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</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　阿尔都塞的马克思主义：经济决定论与意识形态</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　　</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">•</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">葛兰西、马克思主义与通俗文化</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　　</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">•</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">葛兰西的霸权概念</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　　</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">•</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">结论：马克思主义、葛兰西的马克思主义与通俗文化</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">第五章　女性主义与通俗文化</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　　</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">•</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">女性主义批评</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　妇女与广告</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　　</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">•</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">女性主义对通俗文化的分析</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　女性主义与大众文化</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　女性主义理论与内容分析批判</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　女性主义理论、父权制与精神分析</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　女性主义理论与意识形态研究</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　女性主义分析、符号学与意识形态</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　女性主义分析、意识形态与受众</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　　</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">•</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">结论</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">第六章　后现代主义与通俗文化</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　　</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">•</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">什么是后现代主义</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　文化与社会之间差别的崩溃</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　在损害实质的情况下强调风格</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　艺术与通俗文化之间差别的崩溃</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　时间与空间的混淆</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　元叙事的衰落</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　　</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">•</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">当代通俗文化与后现代主义</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　建筑</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　电影</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　电视</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　广告</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　波普音乐</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　　</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">•</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">后现代主义的出现</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　消费主义与媒介饱和</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　新中产阶级的职业和消费者市场</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　对群体和个体身份的侵蚀</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　　</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">•</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">后现代主义的局限</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">第七章结束语</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">•</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">话语与通俗文化</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">•</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">与通俗文化</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">“</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">对话的</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">”</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">方式</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">　</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">•</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">文化平民主义</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">


</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">注释</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">参考文献</SPAN><SPAN lang=EN-US style="FONT-SIZE: 11pt">

</SPAN><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">索引</SPAN>