From A-mei to A-mit: Chang Hui-mei’s Transformation and Self-resistance
Date Issued
2015
Date
2015
Author(s)
Peng, Wei-Hao
Abstract
In 2009, mandarin popular music diva, Chang, Hui-mei(A-mei), was re-introduced to the world as a new artist, Kulilay Amit(A-mit). The birth of this new image/brand was considered to be one of the greatest transformations in Chang’s singing career, and it successfully brought her back to the top of the industry from the setback of Maybe Tomorrow in 2004. Although many of the opinions regarded her transformation as merely a marketing gimmick, the research tried to argue how it is not just a marketing strategy but more importantly, an act of “Self-resistance”. The self-resistance here is not in the traditional sense of being an action of lower class fighting against hegemony; rather it is a self-image-overturn kind of resistance. Chang tried to polarize her two images, A-mei－A-mit, by using numerous amount of metaphors. Her self-resistance has not only prolonged her career as a singer, but has set her free from the old and almost cliché image. This research incorporates the theory and methodology of resistance brought up by sociologists, Hollander and Einwohner(2004), and tries to discuss Chang’s Intention as a actor and the Recognition of the third person observer(fans). The research finds that through repeatedly re-defined her brand A-mit and constantly challenging her position, orientation, and intention, Chang finally achieve her goal of resisting her past. In addition, via field work (interviewing her fans), it is assured that Chang’s self-resistance is highly and wildly recognized. Self-resistance can be one of the most important elements of forming a brand of a popular singer, and it is also able to breaks the fixed image and attracts greater amount of new fans. Chang as an iconic figure in mandarin popular music industry, her case is by far the most significant and recognizable one. It is also can be followed by other artists and hopefully the research also inspires future scholars to discuss other cases. Key words：Chang, Hui-mei(A-mei), Kulilay Amit(A-mit), transformation, resistance, self-resistance.
Subjects
Chang, Hui-mei(A-mei)
Kulilay Amit(A-mit)
transformation
resistance
self-resistance
Type
thesis