【作者】 李静；

【导师】 焦雨虹； 裴增雨；

【作者基本信息】 东华大学 ， 新闻与传播（专业学位）， 2024， 硕士

【副题名】以上海安福路为例

【摘要】 网红打卡地是网红文化与消费浪潮的产物,网红打卡地的实地景观以“媒介化”的方式在大众媒体平台上呈现,经由媒介、大众的互动传播呈现以视觉为导向的消费空间。本文以上海网红街道安福路为例,运用媒介景观与符号消费理论,对小红书平台的打卡图文笔记进行内容分析,并结合半结构式访谈的研究方法,探析安福路的媒介景观生成以及在媒介与用户实践下呈现的消费景观。研究发现媒介通过打造媒介事件、联动意见领袖、激励用户创作的方式塑造时尚、潮流的媒介景观,吸引用户到实地打卡,随着社会大众的分享传播与具身实践,使安福路成为线上流量与线下人群聚集的消费景观。景观是多重要素共同作用的结果,景观的影响力在如今的视觉时代得到加强,但是欲望和利益的交织才是消费景观产生的根本原因。作为符号消费主义的重要构建者,媒介通过加工消费符号为用户营造消费幻象,同时巧妙地将符号消费的意识形态隐藏于屏幕之后,商家将店铺打造成为“网红照片”服务的消费空间,以吸引大众的目光,通过线上线下互动,引导用户打卡消费。通过对安福路媒介景观的生产与消费研究,本文认为网红打卡街道与打卡行为的盛行,核心在于消费逻辑的引导,媒介景观的塑造是商家、媒介、用户共同作用的结果,为了避免陷入消费主义迷失困境,本文倡导规范媒介功能,实现人的主体性回归。更多还原

【Abstract】 Net celebrity punching in is the product of net celebrity culture and consumption wave.The field landscape of net celebrity punching in is presented on the mass media platform in a "media" way,and a visually-oriented consumption space is presented through the interactive communication of media and the public.Taking Anfu Road,an Internet celebrity street in Shanghai,as an example,this paper applies the theory of media landscape and symbol consumption to conduct content analysis on the punching card graphic notes of Xiao Hongshu platform,and combines the research method of semi-structured interview to explore the media landscape generation of Anfu Road and the consumption landscape presented under the practice of media and users.The research finds that the media shapes the media landscape of fashion and trend by creating media events,linking opinion leaders,and encouraging users to create,and attracts users to check in on the spot.With the sharing,communication and embodied practice of the public,Anfu Road becomes a consumption landscape where online traffic and offline people gather.The landscape is the result of multiple factors.The influence of landscape has been strengthened in today’s visual era,but the interweaving of desire and interest is the fundamental cause of the consumption landscape.As an important builder of symbolic consumerism,media creates the illusion of consumption for users by processing consumption symbols,and cleverly hides the ideology of symbolic consumption behind the screen.Merchants will build the store into a consumption space for the "network red photo" service to attract the attention of the public,and guide users to punch in and spend through online and offline interaction.Through the research on the production and consumption of media landscape in Anfu Road,this paper believes that the core of the prevalence of Internet celebrities punching the street and punching the card behavior lies in the guidance of consumption logic,and the shaping of media landscape is the result of the joint action of merchants,media and users.In order to avoid falling into the dilemma of consumerism,this paper advocates standardizing media functions and realizing the return of human subjectivity.更多还原