| Summary: | 碩士 === 南華大學 === 出版事業管理研究所 === 95 === Since year 2000, the consumption type of public culture has been increasing diversely. In the postmodern society, the rise of consumption culture has brought forth cultural diversity, anti-mainstream, catering to public taste and other characteristics. The emergence of abundant celebrity books indicate that pop culture and consumer culture have begun to become the mainstream of public culture. This research is in term of postmodern view of point to study the celebrity books as a popular cultural phenomenon. Thus, the related postmodern theories are served as the theory fundamental of the research. To name a few, Roland Barthes’ Theory of Text, the research by John Fiske and Angela Mcrobbie on mass culture.
In the research, the celebrity books in Taiwan are classified according to the content and author. To classify by the content, there are areas in reference, slim and beauty, healthy life and work experience sharing as well as photo album.. If classified by the authors, there are two kinds: one is the celebrities write on their own; the other is to hire ghostwriters. Celebrity books are highly commercial. To evaluate the cultural connotation of celebrity books, one should discuss by John Fiske ’ s theory of the cultural economy.
Taiwanese celebrity books manifest various features of consumer culture, pop culture and fan culture. The emergence of consumer culture has changed people''s cultural views and consumer behaviors, offering more options for people to appreciate and choose cultural products. The cult of celebrity makes the related publications catch the imagination of the public. Young fans are one special consumer group of celebrity books and their tastes cannot be ignored.
The postmodern society is a society controlled by mass media, which has become the embodiment of nature of real life. Being in the postmodern period, Taiwan society should allow the culture to be more diverse. The public''s attitude toward an emerging cultural phenomenon determines its inner vitality.
|
|---|
