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20035251~296*1980199091.8.1592.4.9*来自:BarbaraKrugerandConsumerCultureTsengShao-chien*AbstractIncontemporaryWesternconsumeristsociety,howareaperson’sidentityandsubjectivityconstructed,performed,andobscuredthroughtheactofconsumption?Whataretherelationshipsamongcommodity,fashion,andtheconsumptionofculture,andhowdotheyconveythemessagesofneed,desire,taste,andsocialstatus?ThesearetheissuesthathavepreoccupiedtheAmericanartistBarbaraKrugerinthe1980sand1990sandengagedmanyscholarsinthehumanitiesandsocialsciences.Herfamousphotomontage,IShopThereforeIAm,notonlyplaysasignificantroleinherwork,buttheaphorismhasnowenteredtheadvertisementrhetoricandeverydayconversation.Usingthedynamicsbetweenimagesandwordsandenactingagencyandallegoryinappropriationart,Krugerexploresthepsychological,philosophical,andsocialmeaningsofconsumption,andparticularlydealswithabuseofthelogicofconsumptionwithhumorandirony.ThispaperfocusesonthethemeofconsumercultureinKruger’svisualandtextualproductionwithaconsiderationofhershiftingandmultiplepositionsintheartworldandthecommercialmilieu.First,itdiscussesthewaysshetacklestheissuesofsubjectivity,self-construction,andcommodityfetishismintheprocessofconsumption.Thesecondpartofthepaperpaysheedtoherastuteinsightsintothecommodificationofartandthevariousfunctionsofmuseums.Finally,itelucidatesthepoliticsofgazeandthereflectiononmediacultureinhercollaborativeprojectswithfashionmagazines.Consideringtherelevanttheoriesof*AssistantProfessor,DivisionofGeneralEducationandCoreCurriculum,TamkangUniversity.来自’scommoditystatusandcriticality.Keywords:BarbaraKruger,consumerculture,photomontage,fashion,thecommodificationofart来自(BarbaraKruger,1945-)(MadisonAvenue)1987(IshopthereforeIam1)1DKNY234(NSC90-2411-H-032-001)BarbaraKrugerBroadArtFoundation11970(Untitled)2SuzanWines,“FromGraphicDesigntoActivistArt,”Domus830(October2000):17-20.20007-103ThomasFrank,TheConquestofCool:BusinessCulture,Counterculture,andtheRiseofHipConsumerism(Chicago:TheUniversityofChicagoPress,1997),Chapter2.4QuotedinChin-TaoWu(),PrivatisingCulture:CorporateArtInterventionsincethe1980s(London:Verso,2002),189.来自(RenéDescartes,1596-1650)(Ithink,thereforeIam)5()19801990(Buyme,I’llchangeyourlife)(Tobuyornottobuy)(Ourpricesareinsane)(photomontage)(crossover)(MademoiselleHouseandGarden1968-72)1980(Artforum)T1990MaryBooneGallery6(WeenaPerry)5HunterDrohojowska-Philip,“SheHasaWaywithWords,”LosAngelesTimes(October17,1999):84.6AndyGrundberg,“WhenOutsAreIn,What’sUp,”NewYorkTimes(July26,1987):Sec.H,30,32;GrantKester,“RhetoricalQuestions:TheAlternativeArtsSectorandtheImaginaryPublic,”Afterimage20(January1993):14.来自(AndyWarhol,1928-87)78(JeanBaudrillard)9(JennyHolzer)(MaryKelly)(SherrieLevine)(AndreaFraser)(LouisLawler)(AllanMcCollum)(JeffKoons)19601019809011Brand.new(NeilCummings)(MarysiaLewandowska)(TheValueofThings)127WeenaPerry,“ArtasBrand,”Afterimage28.2(September2002):16.8Goodeve,94;Drohojowska-Philip,84;Kruger20021159JeanBaudrillard,TheConsumerSociety:MythsandStructures(1970),trans.C.T.(London:Sage,1998),117.10JeanBaudrillard,TheSystemofObjects(1968),trans.JamesBenedict(London:Verso,1996);Ibid.11PasiFalkandColinCampbell,“Introduction,”inTheShoppingExperience(London:Sage,1997),1.12Brand.new,exhibitionorganizedbyJanePavitt(London:Victoria&AlbertMuseum,2000)来自(JeanFisher)(ArthurC.Danto)13(RichardBolton)1980141987(KateLinker)199119848715(JohnA.Walker)16(ThomasCrow)(HalFoster)17//;NeilCummingsandMarysiaLewandowska,TheValueofThings(Basel:Birkhauser,2000).13JeanFisher,“BarbaraKruger,”Artforum23.1(1984):116;ArthurC.Danto,“AWomanofArtandLetters,”Nation27.9(October2,2000):36-40.14RichardBolton,“EnlightenedSelf-Interest:TheAvant-Gardeinthe‘80s.”Afterimage16(February1989):12-18.198715JeanBaudrillard,“Untitled,”BarbaraKruger(NewYork:MaryBooneGallery,1987),nopagenumbers;KateLinker,LoveforSale:TheWordsandPicturesofBarbaraKruger(NewYork:HarryN.Abrams,1990),73-79.16JohnWalker,ArtintheAgeofMassMedia(London:PlutoPress,1983/2001),Chapter8.17ThomasCrow,ModernArtintheCommonCulture(NewHaven:YaleUniversityPress,1996),Chapters1,3,4;HalFoster,TheReturnoftheReal:TheAvant-GardeattheEndoftheCentury(Cambridge:MITPress,1996),Chapters3,4.(59)(118-9)来自(WalterBenjamin)(originality)(authenticity)(FredricJameson)(PierreBourdieu)(politicsofgaze)(172)来自(Youareseducedbythesexappealoftheinorganic2)(GiorgiodeChirico,1888-1978)(ManRay,1890-1976)(Jacques-AndréBoiffard,1902-1961)(HansBellmer,1902-1975)(Nadja,)(ValentineHugo)1931(Object)Futura(fetishism)1918NoreenaHerz,TheSilentTakeover:GlobalCapitalismandtheDeathofDemocracy(London:Heinemann,2001).19WalterBenjamin,“Paris,CapitaloftheNineteenthCentury,”inReflections:Essays,Aphorisms,