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文艺理论研究 ›› 2015, Vol. 35 ›› Issue (3): 61-68.

• 现当代文论与批评 • 上一篇    下一篇

萌:当代视觉文化中的柔性政治

吴明
  

  1. 华东师范大学传播学院
  • 出版日期:2015-05-25 发布日期:2015-07-10
  • 作者简介:吴明,博士,华东师范大学传播学院讲师,主要从事视觉文化与儿童文化研究。
  • 基金资助:
    本文系国家社科基金重大项目“当代西方前沿文论研究”[项目编号:14ZDB097]的阶段性成果。

Moé: Soft Politics in Contemporary Visual Culture

Wu Ming
  

  1. the School of Communication, East China Normal University (Shanghai 200241, China)
  • Online:2015-05-25 Published:2015-07-10
  • About author:Wu Ming, Ph.D., is an assistant professor in the School of Communication, East China Normal University (Shanghai 200241, China), with main research interest in visual culture and children's culture.

摘要: “萌”是近年来中国流行文化中出现频率极高的词汇,但其语义和使用方法却十分混乱。“萌”从日本传入中国后,突破了动漫亚文化的边界,成为大众传媒中的流行语。“萌”的视觉性使它具有娱乐化、扁平化等后现代特征,“卖萌”的流行加剧了混淆是非、颠倒善恶的危险性。被“卖萌者”建构出来的“萌物”可以对宠爱它的人施以柔性的掌控和系统性的暴力,这使“萌”成为当代极具迷惑性的目光政治。

关键词: 萌, 视觉文化, 卖萌, 政治

Abstract: Moé is a word frequently appearing in Chinese pop culture vocabulary in recent years, but its semantics and usage require clarification. Moé, which was borrowed from Japan, has broken the boundary of anime subculture and become a buzzword in mass media. The visuality of moé pertains some typical postmodern traits such like entertainment and flattening. Faux-moé has an extensive popularity that accelerates the confusion between the right and the wrong, the good and the evil. A moé object, constructed by a faux-moé player, could impose soft control and systematic violence to the persons who patronizes it. In this sense, moé can be considered to a display of deceptive visual politics in contemporary society.

Key words: moé, visual culture, faux-moé, politics