青少年手機消費的省思―從符號消費到秀異

Abstract

在符號消費社會中，手機，如同其他的流行商品一樣，在業者行銷策略的運用、媒體廣告的包裝以及消費者對手機產品各自的詮釋解讀下，已經蘊含更為複雜和深刻的意義。在手機消費族群中，青少年是相當特別的一個消費族群，注重時髦性、逸樂取向、偶像崇拜、深受同儕及媒體影響的青少年，正逐步地藉由日常生活中的手機消費實踐建構屬於他(她)們的手機消費次文化……

因為青少年手機消費日益普遍，本研究針對青少年的消費特徵以及當代消費社會的特性，採取布西亞「符號消費」的觀點，試圖描繪出青少年手機消費的輪廓，包括「手機與使用者形象的構連」、「情感象徵的消費」、「手機消費中的人際網絡」、「手機符號差異性與獨特性的追求」等面向的探討。然而，為深入理解形塑青少年手機符號消費現象背後的差異脈絡，本研究結合另一位學者布迪厄之「秀異」觀點，以「品味」、「資本」、「階層區隔」等構念的運用，進一步探究青少年手機符號消費之脈絡。

In the symbolic consumption society, mobile phone, like other fashionable purchadic , has already contained more complex and deeper meanings by the application of marketing strategy, the advertisement of media and the individual interpretation for mobile phone from consumers.Among the mobile-phone-consumers, teenager is indeed a very special group. Those teenagers who focus on fashion, pleasure , idols worship, and are influenced deeply by peers and media are constructing their own mobile phone- consumption sub-culture .

Because more and more popular teenagers consume mobile phone, this study adopts the notion of symbolic consumption of Baudrillard according to the characteristic of teenager-consumption and attribute in contemporary consumption society, and tries to depict configuration of mobile phone consumption of teenagers, including, the various disquisitions: the articulation between mobile phone consumption and the image of consumers”, “ the consumption of emotion symbol”, “ the interpersonal network among mobile phone consumption”, “ the aspiration of difference and particularity of mobile phone consumption”, However, in order to question the different context behind the mobile phone consumption of teenagers, this study also combines “Distinction” view of another scholar —Bourdieu, to probe into the context of teenagers’symbolic mobile phone consumption with such constructs—taste、capital and distinction.