The Analysis Of Self-Construction Of Soochow Eslite Bookstore's Media Image

With the development of economy and the process of globalization,the Eslite Bookstore,as the representative of middle-class cultural elites,is slowly and unstoppable assimilating into people's daily life by the cultural symbol of “humanities,aesthetics,creativity and life”.Today,Soochow Eslite Bookstore,which was the first one opened in mainland,has attracted all over the world by its Taiwan flavor and Soochow expressions and highlighted the media image of middle-class cultural elites through the layout of the venue and new media.Through On-the-Spot investigation and interviews,the author finds that Soochow Eslite Bookstore is not the unified image of "bookstore" or "shopping mall" shaped by mass media,but an art space that with the characteristics of middle-class elite culture and a “bookstore” core.For this reason,Based on reviewing the argument of Bourdieu,Lefebvre,Mcguire,the paper tries to explore how Soochow Eslite Bookstore realize self identity in the new media environment and local to world cultural affective interaction experience,and realize its media image self-construction in conflict and consultation between consumer's vision and own value.In the research method,this paper synthetically uses the field investigation method,the literature summary method,the content analysis method as well as the interview.In the research perspective,author regards Soochow Eslite Bookstore as a “space text”,using Hall's signifier and the reference theory,re-interpreted the image symbol and cultural significance of the commodity,and also maps out the cultural values of Soochow Eslite Bookstore: individualism,consumerism and hedonism.Besides,the author finds out the academic circle has ignored “the ego construction” in the research of media image,so the paper combines Soochow Eslite Bookstore and research conclusion to share more thinking and discussion from the aspects of cultural experience and space.