流行／形天后瑪丹娜：全球化下的瑪丹娜身體再造

Fashioning Madonna: Madonna's Body Re-Invention at the Age of Globalization

10.6637/CWLQ.2009.38(4).169-210

廖勇超(Yung-Chao Liao)

瑪丹娜 ； 瑪丹娜研究 ； 全球化 ； 身體 ； 商品 ； 布希亞 ； 流行音樂 ； 數位化 ； Madonna ； Madonna Studies ； globalization ； body ； commodity ； Jean Baudrillard ； popular music ； digitalization

中外文學

38卷4期（2009 / 12 / 01）

169 - 210

繁體中文

自從瑪丹娜出道二十六年以來，其身體往往成為論者熱烈思辨的對象。在傳統瑪丹娜研究（Madonna Studies）中，瑪丹娜的身體多以代現政治、意識形態、以及資本主義行銷策略三大模式來討論。然而，這些分析卻往往將身體預設成一種自然、未受異化的存有而非建構的結果。相對於此論點，本文試圖以瑪丹娜身體商品的曲線轉變探討「身體曲線」和「經濟曲線」這兩者間看似相異、實為相親的構連性，並將瑪丹娜身體曲線的輕盈化與全球流行音樂市場的數位化置入後資本主義商業邏輯中來討論。論文分為兩部分：第一部份「從瑪丹娜現象到瑪丹娜曲線」回顧瑪丹娜研究這十幾年來對於身體論述的轉變。第二部份「流行／形天后瑪丹娜」則試圖以布希亞（Jean Baudrillard）對於使用價值與交換價值的解構為出發，將「瑪丹娜」視為一種後資本主義身體商品並將之置於全球流行音樂市場的脈絡下進行討論與文本分析。

Ever since her debut 26 years ago, Madonna's body has been the site of heated debate among cultural critics till this day. In traditional Madonna Studies, her body is usually analyzed in three approaches: representational politics, ideology, and capitalist marketing strategy. However, these analyses tend to posit the concept of ＂body＂ as natural and a priori rather than naturalized and constructed. Against this sort of approach, this paper discusses the mutual constructiveness and complicity between ＂the bodily curve＂ and ＂the economic curve＂ by taking Madonna's body re-invention as the primary text of analysis. A discussion on the relationship between Madonna's body re-invention and the digitalization of global music market will also be situated within the logic of late capitalism for further reflections on the possibilities of future body imaginary. The paper is divided into two parts. The first part, ＂From the Madonna Phenomenon to the Madonna Curve,＂ looks at the discourses on ＂body＂ in Madonna Studies. The second part, ＂Fashioning Madonna,＂ takes Jean Baudrillard's deconstruction of Marxist use value and exchange value as a point of departure to theorize Madonna's body commodity in the context of global music market.

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