瑪丹娜, 全球化, 與身體想像

2008-08-012024-05-18https://scholars.lib.ntu.edu.tw/handle/123456789/709651摘要：本計劃擬以全球流行音樂巨星瑪丹娜最令人熟知的多變身體為出發點探討其背後所隱藏的資本邏輯，試圖以David Harvey 所提出的柔性積累(flexible accumulation)觀點來探討「瑪丹娜多變身體」作為後資本主義商品的運作邏輯，進而發展出「身體商品」作為柔性積累的可能性(body-commodity as flexible accumulation)。本計劃以瑪丹娜身體為分析出發點的原因在於其所隱含的多層肌 理: 瑪丹娜的身體不僅僅是一般傳統定義下的身體(豐腴的身體、強壯的身體、怪胎的身體、柔軟的身體等等)，她更是集合符號、影像、音樂於一身的「身體商品」。如此的身體不僅乘載著各式的文化意涵，其高度的商品化和多變性更進一步迫使我們思考「身體」與後/跨國資本主義商業邏輯之間緊密相依、相互形塑的構連性。因此，本計劃對於「瑪丹娜」的分析並不侷限於將瑪丹娜視為一位流行音樂巨星或是極具爭議性的名人，而是將「瑪丹娜」視為在全球音樂工業流轉散播的後/ 跨國資本主義身體商品，希望藉由「瑪丹娜」的多變爬梳出當今流行音樂工業因應全球化所產製出的柔性身體想像與經營策略。<br> Abstract: This research project explores the world famous pop superstar Madonna’s ever-changing body reinventions and its relation to the cultural-economic logic of capital in the age of late/transnational music industry. Drawing on sociologist David Harvey’s formulation of “flexible accumulation,” this research project seeks to develop the possibility of “body-commodity” as a form of flexible accumulation by taking Madonna’s body reinventions as an example of analysis. As I would like to propose in this research project, Madonna’s body should not (only) be defined in the traditional sense of the term (the voluptuous body, the strong body, the queer body, and the soft body, etc.); what is important is that her body is above all a commodity, or more precisely, a conglomerate of “body-commodity” the production of which combines multiple signs, images, and music genres. From this point of view, Madonna’s body not only contains polysemic cultural implications; its commodification and flexibility demand us to rethink the productive relation between “body” and the logic of capital in the age of late/transnational music industry. Therefore, this project not (only) takes “Madonna” as a pop superstar or a controversial celebrity but (also) as a global body-commodity that foregrounds the flexible body imaginary and the marketing strategies of pop music industry as it confronts the decline of record sales and market re-distribution in the age of globalization.瑪丹娜身體商品流行音樂工業全球化數位化Madonnabody commoditypop music industryglobalizationdigitalization瑪丹娜, 全球化, 與身體想像