{"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":80,"pdf_page":121,"physical_index":121,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"6ac1d8977095889f9d013f9150356976dc9a687b2af993825ecc5b538430c121"},"chapter":"第二章 消费理论","content":"和暴力一样，诱惑和自恋已经预先被某些范例替代了，这些范例是由大众传媒工业化生产出来并由可定向符号组成的(所有的女孩之所以都能自以为是碧姬·芭铎，那肯定是因为她的发型、嘴型，或某种与众不同的着装特征，也就是说必然有对大家来说都同样的东西)。每个人都可以在这些范例的实现中找到自己的个性。\n\n男性范例和女性范例\n\n功用性女性化对应着功用性男性化或雄性化。很自然，范例也是从这两方面组织的。它们并非自然两性差别的结果，而是系统区分逻辑的结果。男性及女性与真实的男人及女人的关系是相对任意的。今天，男人和女人越来越无动于衷地用两种音调进行自我表达，但是符号对立中的两大项则相反，只能通过它们的区别才有价值。这两种范例不是描述性的：它们支配着消费。\n\n男性范例是一种高要求的、选择的范例。一切男性广告都以一套极其细致严格的措辞来坚持一种关于选择的“医学伦理学的”规则。当代的优秀男人是高要求的。他不允许自己有半点欠缺。他不会忽略丝毫细节。他之所以成为“选择”并不是出于被动，也不是由于自然的恩赐，而是出于某种选择性的实践。(如果这种选择性还被配以其他背景，那便是另外一回事了。)这里的问题并不在于放任自流或是自我取悦，而在于自我区别。懂得选择及防止失败在这里等价于军人及清教徒的品德：不妥协、果断、高尚(“雄性”)。这些都是那身着罗摩利或卡丹时装的最不起眼的时髦青年的品德。竞争性和选择性的品德:这便是男性范例的实质所在。更深刻地说来，作为选拔符号的选择(做选择的人、懂得选择的人被其他人选择、选拔)在我们社会中就是和原始社会中的挑战及竞赛同质的一种仪式：它对人们进行区别分类。\n\n80\n\n消费社会","previous_page":79,"next_page":81}