{"resolved":true,"match_type":"uuid","source_type":"original_book","book_id":"60d761b6-db42-4384-92b5-eb5ed30d8081","title":"信息方式","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787100099400","requested_by":"printed_page","book":{"source_type":"original_book","book_id":"60d761b6-db42-4384-92b5-eb5ed30d8081","id":"60d761b6-db42-4384-92b5-eb5ed30d8081","uuid":"60d761b6-db42-4384-92b5-eb5ed30d8081","title":"信息方式","normalized_title":"信息方式","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787100099400","isbns":["9787100099400"],"parsed":true,"ai_readable":true,"document_type":"book","page_count":265,"navigation_url":"https://workshop.closeclaw.top/ai/book/60d761b6-db42-4384-92b5-eb5ed30d8081","title_url":"https://workshop.closeclaw.top/ai/title/%E4%BF%A1%E6%81%AF%E6%96%B9%E5%BC%8F","fixed_page_url_template":"https://workshop.closeclaw.top/ai/book/60d761b6-db42-4384-92b5-eb5ed30d8081/page/{printed_page}","path_api_url_template":"https://workshop.closeclaw.top/api/ai/book/60d761b6-db42-4384-92b5-eb5ed30d8081/page/{printed_page}","read_url":"https://workshop.closeclaw.top/api/ai/read/60d761b6-db42-4384-92b5-eb5ed30d8081","page_url":"https://workshop.closeclaw.top/api/ai/books/60d761b6-db42-4384-92b5-eb5ed30d8081/page","search_url":"https://workshop.closeclaw.top/api/ai/books/60d761b6-db42-4384-92b5-eb5ed30d8081/search"},"page":{"printed_page":81,"pdf_page":96,"physical_index":96,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"4e68384d67bc5f42b7369c86de966c5a70e3aaaac10d35ef700355e6956cb6d7"},"chapter":"信息方式","content":"符号系统\n\n电视广告所例示的交流情境越来越成为许多社会的特征，当面对这些社会时，阿尔都塞的意识形态理论作为一种批判理论就显示出它的诸多局限。意识形态概念以表征逻辑的坐标格（grid)阐释语言现象。意识形态实践可以在生产手段上体现出来；这些都是“客观的”过程，经得起科学的理解。(马克思主义的）科学生成了诸多表征社会结构的概念。现实居于理性的中心。想象界或无理性界（thenonrational）变成了一种空洞的普遍现象，变成了意识形态的一个层面，将前科学（prescientific）主体的头脑全都搞混。然而，电视广告以及整个电子媒介交流，因其非指涉性结构而具有重要作用。阿尔都塞争论说，意识形态机器构建了一个虚幻的（illusory）中心主体。电视广告则与此相反，它们强化一个失去中心的(decentered)主体，这个主体从根本上摧毁了对虚幻与真实的区分。而电视广告则从根本上摧毁了科学与意识形态、真假意识、真实与想象的区分。它们是没有直接指涉物的结构，是现实的虚构模型；这些结构和模型自身便与真实和虚构之间的区分进行抗衡，它们是一串只表征自身的文字与图像。\n\n我将尽力以下列两种方法，证明关于电视广告乃至整个媒体的这一论点：(1）批判性地评述让·波德里亚（JeanBaudrillard)的观点，他与我们这一论点的联系最为密切；(2)把电视广告作为话语/实践，勾勒出它们的交流模式。\n\n第二章 波德里亚与电视广告\n\n81","previous_page":80,"next_page":82}