{"resolved":true,"match_type":"uuid","source_type":"original_book","book_id":"447ac7ca-331b-4629-b3f6-ca8ae9df773e","title":"消费社会","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787305133039","requested_by":"printed_page","book":{"source_type":"original_book","book_id":"447ac7ca-331b-4629-b3f6-ca8ae9df773e","id":"447ac7ca-331b-4629-b3f6-ca8ae9df773e","uuid":"447ac7ca-331b-4629-b3f6-ca8ae9df773e","title":"消费社会","normalized_title":"消费社会","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787305133039","isbns":["9787305133039"],"parsed":true,"ai_readable":true,"document_type":"book","page_count":246,"navigation_url":"https://workshop.closeclaw.top/ai/book/447ac7ca-331b-4629-b3f6-ca8ae9df773e","title_url":"https://workshop.closeclaw.top/ai/title/%E6%B6%88%E8%B4%B9%E7%A4%BE%E4%BC%9A","fixed_page_url_template":"https://workshop.closeclaw.top/ai/book/447ac7ca-331b-4629-b3f6-ca8ae9df773e/page/{printed_page}","path_api_url_template":"https://workshop.closeclaw.top/api/ai/book/447ac7ca-331b-4629-b3f6-ca8ae9df773e/page/{printed_page}","read_url":"https://workshop.closeclaw.top/api/ai/read/447ac7ca-331b-4629-b3f6-ca8ae9df773e","page_url":"https://workshop.closeclaw.top/api/ai/books/447ac7ca-331b-4629-b3f6-ca8ae9df773e/page","search_url":"https://workshop.closeclaw.top/api/ai/books/447ac7ca-331b-4629-b3f6-ca8ae9df773e/search"},"page":{"printed_page":116,"pdf_page":157,"physical_index":157,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"a5448eaf222e860fede63628e56c35062d5d869f031cb9577d6bab9e1bfc96d5"},"chapter":"第三章 大众传媒、性与休闲","content":"广告媒介\n\n在此意义上，广告也许是我们时代最出色的大众媒介。如同它在提到某一物品时却潜在地赞扬了所有同类物品一样，如同它透过某一物品和某一商标却实际上谈的是那些物品的总体和一个由物品和商标相加而构成的宇宙一样——同样，它就这样伪造了一种消费总体性。按麦克卢汉的说法就是使消费者们重新部落化，就是说通过一种同谋关系、一种与信息但更主要是与媒介自身及其编码规则相适应的内在、即时的勾结关系，透过每一个消费者而瞄准了所有其他消费者，又透过所有其他消费者瞄准了每一个消费者。每一幅画面、每一则广告都强加给人一种一致性，即所有个体都可能被要求对它进行解码，就是说，通过对信息的解码而自动依附于那种它在其中被编码的编码规则。\n\n广告的大众传播功能因而并非出自其内容、其传播模式、其明确的目的(经济的或心理的)，也不是出自其容量或其真正的受众(尽管这一切都具有一定的重要性并构成其支持)，而是出自其自主化媒介的逻辑本身，这就是说它参照的并非某些真实的物品、某个真实的世界或某个参照物，而是让一个符号参照另一个符号，一件物品参照另一件物品，一个消费者参照另一个消费者。同样，只要书籍让其读者参照其所有的读者(此时阅读就没有意义上的实体，而是文化同谋的单纯符号)，或只要物品/书籍参照同一集合中的其他，等等，那么书籍就变成了大众传播方式。也许可以分析一下作为象征系统的语言本身是如何变成与商标和广告话语相适应的大众媒介的。大众传播处处都是由这种与技术媒介和编码规则相适应的系统化规定的，是由并非从世界出发而是从媒介自身出发的信息的系统化生产规定的。\n\n116\n\n消费社会","previous_page":115,"next_page":117}