Stars And Capital: Consumption Culture And Daily Life(1930-1949)

This paper hopes to provide a research direction for film history,trying to construct the internal theoretical relationship between daily life history and star life history.From the traditional star research to focusing on the "clothing,food,housing and transportation" of early movie stars,as a micro phenomenon,the "clothing,food,housing and transportation" of early movie stars can reflect the development of Shanghai's urban culture and consumer culture.It shows that the interaction between capital and stars involves all aspects of society.Through the specific point of view of stars,this paper argues that they are not only shaping their daily life,but also shaping a personality,imperceptibly creating a number of new citizens for the new modern society.Rooted in Shanghai films,this paper takes into account the interactive relationship between the early movie stars and the social and historical changes in Shanghai,and holds that the star life actually writes another aspect of Shanghai's social history,enriches the details and levels that have not been paid attention to in the film history,and contributes to the transition from macro historiography to micro historiography.Stars from their unique class,as one of the important contents of urban culture,stars themselves are inextricably linked with the public lifestyle and habits.Combined with the relevant case analysis,especially in the social sensational events at that time,the era environment and personal identity of stars were constantly enriched in the specific media publicity,which had a subtle chemical effect with the complex social system,and had a profound impact on the urban culture.The city system not only has an effect on the stars,but also on the city Changes in the system have a dramatic impact.At the same time,movies related to stars also have a certain degree of impact on the daily life of the public.Starting from guiding consumption,they not only affect the social situation of the stars themselves,but also affect or even change the public's aesthetic and cognitive,and they are trying to construct a new life form.As a type of early Shanghai urban consumption culture,star endorsement exerts a subtle influence on the interactive mode between film and commerce,especially the way of choosing celebrities with certain social fame coincides with the consumption mode and habits of today's society.Reputation and interests complement each other,which promotes the consumption attribute of stars.Under the specific background of the times,the public's recognition of domestic products and "imported goods" and the choice of star endorsements have become an important part of the early urban culture.Especially,the "domestic goods movement" appeared in the society at that time.To a certain extent,the direction of star endorsement was influenced by the traditional urban consumption habits,on the other hand,it was closely related to political culture The association of.The social image established by stars,starting from the products they represent,also has a more important impact on their personal social identity.The body is the most intuitive visual presentation of people,especially the body of stars.Their bodies not only appear on the screen,but also appear in various magazines and tabloids at that time.On the screen,the images they created are distinct and prominent,especially female stars.Their bodies,as a kind of media,participate in the creation of films,and as the main body of consumption,they constantly meet the needs of the public.From make-up to clothing,from hair to nails,almost all the visible parts of stars have become the object of media attention and become the more significant visual elements in urban culture.It not only affects the living habits of the public,but also affects the performance of the stars themselves.As the main body of the performance,stars are paid attention to in real life while performing on screen.Their life is constructed by the media,which has a cultural and aesthetic significance.The situation of the original consumer has been enlarged,and even death has been used as the consumption object.The death of Ruan Lingyu is the direct expression of this negative experience.With the prosperity of media,the bodies of stars are constantly being examined by different mass media,some are biased,some are more positive,or strive to be real.However,the reports filled with the accumulation of raw materials have the dual attributes of reality and fiction,and the body of stars also has such attributes.It is such social influence that stars are closely connected with all aspects of daily life.From the talks on daily life to the objects publicized by the media,the daily consumption habits of the public led by them have become the center of the social vortex and the fashion center of the society at that time.