「草莓世代」的建構與想像

• Main Authors: 邱楷恩, Chiu, Kai En
• Language: 中文
• Published: 國立政治大學
• Subjects: 草莓族; 世代; 勞動力; 工作倫理; 生命治理; 消費社會; strawberry generation; generation; labor force; work ethic; biopolitics; consumer society
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0100451016%22.

以出生年份所定義的七年級生，因其富庶卻又嚴苛的生存條件而與草莓族形象疊合，形成獨一無二的「草莓世代」。筆者身為七年級生的一員，關注此世代從無到有、經由比較與召喚所被建構的過程。首先將勾勒出七年級生的成長背景，討論他們何以繼釣魚台世代之後被指認，並試圖指出其歷史意義；其次蒐集七年級生在財經企管雜誌中的相關表述，並置於時空脈絡中探討其形象如何被建構，及背後的論述形構。世代的建構與定義方式，從曼海姆與蕭阿勤的自我定義與實踐，消費社會中以行銷為本、針對年輕族群所貼的標籤，到「草莓世代」的勞動主體建構，反映不同的命名邏輯與社會脈絡。本研究發現，草莓世代中的「生產力論述」中出現了工作倫理轉向，從生產者社會的全景敞視規訓，轉化為消費者社會中具備彈性與動能、隨時召喚認同的生命治理模式：由內而外進行勞動主體的調理與改造，使之內化此規訓法則，進而成為個體化社會中自負盈虧、高度彈性的理想勞動力。 === Youths born in 1980s (The Post-80s) were raised rich yet faced relatively crucial living status when grown up, and thus were defined as unique "strawberry generation." As part of the youths, I concern the process that how the generation emerged by comparison and interpellation. First of all, the article illustrates social background in the 1980s, discussing why the Post-80s were identified as “strawberry generation” after the Diaoyu/Senkaku Islands generation, and then points out the historical meaning behind. Secondly, I collected essays about the Post-80s in business magazines, analyzing how their images were constructed and the discursive formulation in temporal context. The ways that generations were constructed and defined were shifting from the self-definition/practice that Mannheim and A-chin Hsiau have discussed, labels on youths in terms of marketing strategy of consumer society, to the construction of labor subjectivity among "strawberry generation." Furthermore, the evolution reflects different naming logic as well as social context. In this research, I discover that there has been a work ethic turn in the "productivity discourses" of strawberry generation. It turns from the panoptical discipline of producer society to the flexible/dynamic biopolitics that may call for identification in consumer society. In terms of the biopolitics, it manages to convert labor subjects from the inside out, making them internalize the discipline rules and thus become ideal labor force who takes his/her own responsibility with higher mobility.