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媒介即操縱
1.
媒介即操縱?馬克思主義與意識型態 廖凱弘 助理教授
2.
基本概念 霍爾等馬克思主義者:反對廣大資 本主義體系,媒介為意識形態承包 者。 資義:財富屬資本階級,無產受剝 削,被異化。 馬:生產模式決定社會政治與精神 歷程 意識形態透過各種制度流通,支持 物質環境。 虛假意識:反轉勞動力受異化的本 質,讓資本主義的安排順理成章。
3.
文化工業即大眾欺騙 法蘭克福學派:人被資本主義 物化,讓批判性、創造性與主 體性窒息。 阿多諾&霍克海默:人類創造 性已被納入資本主義邏輯,臣 服工具理性與理性化,藝術變 商品。不允許人有獨立想法。 馬庫色:商品引導虛假需求, 文化消費反使人納入資本主義 機器中。
4.
虛假的個人主義 阿多諾:標準化商品被披上虛 幻的多樣性面紗,為求讓更多 人接受,「背後是集中與控制 。」需抗拒 法蘭克福認為人被文化文本蒙 蔽,成為無腦消費者,被視為 高傲者;但不可忽視其提出的 文化商品化現象。 法的方法上認為,人循著特定 的自主與想像運轉,但如馬庫 色怎知何種需求更真純?
5.
法蘭克福學派的缺陷 對大眾文化的屏棄,過度概括 ,貼上標準化,虛假的個人主 義。 但提醒:多量並非差異。但也 非完全缺乏特立獨行 未能提出大眾文化對閱聽人有 負面衝擊但缺證據。 被批菁英:以獨到批判力自居 ,但大眾都是被文化工業吸納 者
6.
意識形態的意義1 馬克思:想改變支配性觀念,須 改變經濟系統(社會的物質狀態 ) 阿圖舍:文化有相對自主性;意 識形態的國家機器如媒介的支配 性會受到某種多樣性或歧見挑戰 。 葛蘭西的霸權:支配性團體為獲 霸權須主導觀念/文化領域,故知 識份子不但在意識形態中鬥爭。
7.
意識形態的意義2 霍爾:媒介鬥爭的場所,讓意識 形態的再現看起來自然客觀,架 構分類皆再製社會上的意識形態 內容。 他的管制危機提出:媒介報導犯 罪、失控社會是霸權的重新整頓 ,為政治權威的新形式鋪路。 羅蘭巴特:認為意識形態轉化歷 史為自然。神話流傳使特定假設 變固然。ex. 消費主義神話。
8.
消費主義神話 商業廣告充斥內外環境。強化支配性假設。 Kellner: 商品文化讓人獲得地位成就,變成自然,因此鼓勵人工 作增進消費,鞏固資本家支配地位。提出商品的象徵價值,廣告 商將符號與人特質相連,買到身份,「他們將我們賣給我們」 羅蘭巴特認為,消費酒,象徵隸屬偉大國家,掩飾異化的生產關 係,使整個國家依賴於此關係。 商品拜物教:商品與生產的社會條件分離,掩飾它在開發中國家 中生產的剝削條件。消費者神話:典型敘事風格,透過消費轉變 個人身分與生活。(名人代言、個人失態示範有效消費的重要)
9.
政治經濟學 探討媒介所有權及控制的商業結構。 重視經濟支配,觀念散播的所有權、控 制/影響力 Herman & Chomsky:
製造共識的媒介系 統五個過濾器 控制所有權及獲利導向 強制留住廣告商 介入錢/勢團體的影響 抨擊對立媒介的後果 阻礙反對主義的構成
10.
文化帝國主義 文化全球化,以成本極小/ 獲利極大化,銷售文化商 品 重視簡化/標準化,降低地 方的特殊/複雜性。 文化宰制:小國仰賴進口 Peet: 強權讓多樣性消失
11.
政經與文化主義互批判 批羅蘭巴特/霍爾:高估觀 念/文化的自主性,低估物 質決定論。 批政經:對內容/意識形態 太簡略, 文化主義的觀點:強調分 析發生意義的鬥爭的各種 方式。
12.
數位媒介趨勢 文化多樣性/流動多向性 各式管道與訊息不斷增加 但強勢組織依舊控制文化內 容;與霸權文化對立內容不 見得增加 法蘭克福的虛假個人主義 應對閱聽人能力重視,不應 假定其能力被操縱或同質化
13.
討論:臉書打擊「假新聞」 是否會讓臉書的政經勢力更龐大,從 此喪失數位文化的多樣性? http://www.appledaily.com.tw/realtime news/article/new/20161120/993223/ http://www.appledaily.com.tw/appleda ily/article/headline/20161217/374888 96/ http://news.ltn.com.tw/news/politics/p aper/1086537
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