文章 - 波斯特：鲍德里亚与电视广告——经济的语言

注释：

1Niklas Luhmann,“Generalized Mediaand the Problem of Contingency,”in Jan Loubseretal., eds, Explorations in General Theory in Social(New York: Free Press,1976),vol.2,p.512.同一选集中还可参见Rainer C .Baum,“Communication and Media,”in Explorations,vol.2,pp.533-56.关于媒体社会学观点的批评与评价可参见TodGitlin,“Media Sociology:The Dominant Paradigm,”Theory and Society, 6, 1978, pp.205ff. 关于需要新工具来“解读”电视的观点可参见John Fiske and John Hartley,Reading Television (London: Methuen, 1978).
2见ErvingGoffman,ThePresentationofSelfinEverydayLife(NewYork:Doubleday,1959)andInteractionRitual:EssaysonFacetoFaceBehavior(NewYork:Anchor,1967).
3JoshuaMeyrowitz,NoSenseofPlace:TheImpactofElectronicMediaonSocialBehavior(NewYork:Oxford,1985),p.6.
4同上，p.314.
5同上，p.70.
6关于新闻广播建构了受众/主体的详细分析见MargaretMorse,“TheTelevisionNewsPersonalityandCredibility,”inTaniaModleski,ed.,StudiesinEntertainment:CriticalApproachestoMassCulture(Bloomington:UniversityofIndianaPress,1986),pp.55-79.
7在一项有关加利福尼亚州奥兰治县的富裕白人家庭的1986年的调查中，我发现调查表的答卷人在回答看的时间这个问题时都说了谎。在长长的问卷的所有题目中，有些涉及到个人问题，答卷人有极大的困难承认他们只要没事就看电视。
8RolanMarchand,AdvertisingandtheAmericanDream:MakingWayforModernity,1920-1940(Berkeley:UniversityofCaliforniaPress,1985).该书为此类分析的范例。它提供了大量的关于改变现代性定义的观点，正如他未发表的论文“ContestedTerrain:WhereDoConsumersandAdvertisersMeet?”
9ChristopherLasch在他的著作中举例论证了电视广告批评者在道德方面的冒犯。这部著作为HaveninaHeartlessWorld:TheFamilyBesieged(NewYork:Basic,1977),p.19passim.
10Marchand,Advertising,p.11.
11VancePackard,TheHiddenPersuaders(NewYork:D.McKay,1964).
12关于处于中心主体对立面的电视心理效果的绝好分析，参见BeverleHouston,“ViewingTelevision:TheMetapsychologyofEndlessConsumption,”QuarterlyReviewofFilmStudies,Summer1984,pp.183-95.
13T.J.JacksonLearsandRichardWightmanFox,eds,TheCultureofConsumption:CriticalFssaysinAmericanHistory,1880-1980(NewYork:Pantheon,1983),p.xii.
14T.J.JacksonLears,“FromSalvationtoSelfRealization:AdvertisingandtheTherapeuticRootsofConsumerCulture,1880-1930,”inCultureofConsumption.p.21.
15同上，p.22.
16同上，p.16.
17反对意见来自NickBrowne的有见地的著作，尤其是“ThePoliticalEconomyoftheTelevision(Super)Text,”QuarterlyReviewofFilmStudies,Summer1984,pp.174-82.
18左派批评的另一方面直指观众对广告信息的抵制。参见KathyPeiss,CheapAmusements:WorkingWomenandLeisureinTurnoftheCenturyNewYork(Philadelphia:TempleUniversityPress,1986);SusanPorterBenson,CounterCultures:Saleswomen,ManagersandCustomersinAmericanDepartmentStores,1890-1940(Urbana:UniversityofIllinoisPress,1986);RoyRosenzweig,EightHoursforWhatWeWill:WorkersandLeisureinanIndustrialCity,1870-1920(NewYork:CambridgeUniversityPress,1983);FrancisCouvares,TheRemakingofPittsburgh:ClassandCultureinanIndustrializingCity,1877-1919(Albany;SUNYPress,1984);andJaniceRadway,ReadingtheRomance：Women,PatriarchyandPopularLiterature(ChaperHill:UniversityofNorthCarolinaPress,1984).虽然这些作品可以证明，工人阶级文化对于资本主义诱惑的侵入具有某种复原力，但过多地强调这一证明则导致将世界理想化的危险，这个世界无疑地且可悲地屈从于信息模式的非社会主义化倾向。
19LouisAlthusser,“IdeologyandIdeologicalStateApparatuses(NotesTowardanInvestigation),”inLeninandPhilosophyandOtherEssays,trans.BenBrewster(London:NewLeftBooks,1971),p.136n.
20同上，p.153.
21同上，p.155.
22同上，p.160.
23关于这一批评路线的进一步发展，参见TeresadeLauretis,TechnologiesofGender:EssaysonTheory,Film,andFiction(Bloomington:IndianaUniversityPress,1987).
24Althusser,“Ideology,”p.160.
25同上，p.172.
26同上，p.130.
27鲍德里亚著作的英文版选集见MarkPoster,ed.,JeanBaudrillard:SelectedWritings,trans.JacquesMourrain(Cambridge:Polity;Stanford:StanfordUniversityPress,1988)，鲍德里亚的思想评论见DouglasKellner,JeanBaudrillard:FromMarxismtoPostmodernismandBeyond(Cambridge:Polity;Stanford:StanfordUniversityPress,1989).
28FerdinanddeSaussure,CourseinGeneralLinguistics,ed.CharlesBellyandAlbertSechehaye,trans.WadeBaskin(NewYork:PhilosophicalLibrary,1959).
29雷蒙•威廉斯(RaymondWilliams)是一位不同寻常的马克思主义批评家，他试图阐释语言结构对于其自身术语的影响。参见他的Television:TechnologyandCulturalForm(London:Fontana,1974)以及他主编的Contact:HumanCommunicationanditsHistory(London:ThamesandHudson,1981).
30RolandBarthes,TheFashionSystem,trans.MatthewWardandRichardHoward(NewYork:HillandWang,1983),p.288.Originallypublishedin1967.
31同上，p.234.
32关于这一进程的详细历史，参见RosalindH.Williams,DreamWorlds:MassConsumptioninLateNineteenthCenturyFrance(Berkeley:UniversityofCaliforniaPress,1982).也可参见MichaelMiller,TheBonMarché:BourgeoisCultureandtheDepartmentStore,1869-1920(Princeton:PrincetonUniversityPress,1981).
33RolandBarthes,Mythologies,sel.andtrans.AnnetteLavers(NewYork:HillandWang,1972),firstedition1957.
34Barthes,FashionSystem,p.286.
35同上，p.286.
36JeanBaudrillard,TheMirrorofProduction,trans.MarkPoster(NewYork:Telos,1975),pp.120ff.
37参见英文版的HenriLefebvre,EverydayLifeintheModernWorld,trans.SachaRabinovitch(NewYork:HarperandRow,1971),pp.110ff.
38RichardTerdiman,Discourse/CounterDiscourse:TheTheoryandPracticeofSymbolicResistanceinNineteenthCentureyFrance(Ithace:CornellUniversityPress,1985).
39此处的观点不同于马歇尔•麦克卢汉(MarshallMcLuhan)的观点，见MarshallMcLuhan,UnderstandingMedia:TheExtensionsofMan(NewYork: McGraw Hill,1964).这里语言未得到强调，受重视的是意识与知觉过程。
40JeanBaudrillard,Simulations,trans,PaulFossetal.(NewYork:Semiotext(e),1983,p.2.
41同上，pp.147-8.Emphasisinoriginal.
42Gerry Gill,“Post－Structuralism as Ideology,”Arena,69,1984,p.70.
43同上，p.73.
44同上，p.75.
45同上，p.90.
46同上，p.93.
47同上，p.94.
48自70年代后期以来，这已成为他的书写中的一个鲜明主题。参见JeanBaudrillard,LesStratégiesfatales (Paris:BernardGrasset,1983) and “The Masses: TheImplosionoftheSocialintheMedia,”trans.MarieMaclean,NewLiteraryHistory,16(3),Spring1985,pp.577-89.
49Jean Baudrillard,“TheImplosion ofMeaningintheMedia and theImplosionoftheSocialintheMasses,” in Kathleen Woodward,ed.,TheMythos ofInformation:TechnologyandPostindustrialCulture(Madison:Coda,1980),p.145.