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意大利人多把本土食物视为民族认同最具有代表性的方面,这种感受有时会导向真实的爱国热情。然而,如果说意大利的美食图谱包含了诸多地区性的、地方性的成分,这些成分不能被简单地视为某种单一的传统或为数不多的传统菜系,那么另一方面,意大利人对他们“自己”的美食的集体热情暗示了一种明确而有限的想象,而意大利面则是这种想象最典型的体现。意大利面何以成为,又是如何成为一个价值对象,使得主体(意大利人)如罗兰·巴尔特所说的那样,“爱上”他们国家?这一对象被赋予了什么价值?本文探讨了广告这一社会文化价值的镜像和催生器,对一些相关案例进行了符号学分析,旨在揭示出大众媒体及其话语是如何生产并加强了集体的热情和表现。
Italians often regard indigenous foods as the most representative aspect of national identity, and this feeling sometimes leads to true patriotic enthusiasm. However, if the Italian food map contains many regional and local ingredients, which can not be simply regarded as a single traditional or a small number of traditional dishes, then on the other hand, Italians to them The collective passion for “own” food implies a definite and limited vision, while pasta is the most typical manifestation of this imagination. How can spaghetti become and become an object of value, so that the subject (Italians), as Roland Barthes put it, “is the value of being” in love with "their country? This article explores The mirror and generator of advertising, a social and cultural value, has carried out a semiotic analysis of some of the relevant cases in order to reveal how the mass media and its discourse have produced and enhanced collective enthusiasm and performance.