[[alternative]]On Taiwan's Celebrity Books--A Perspective of Postmodern Cultural Study, From 2000 to 2006

[[abstract]] 進入2000年以來，臺灣地區的大眾文化消費形式日益多樣化。在後現代社會，消費文化的興盛，帶來了文化多元、反主流、迎合大眾等特性。藝人書的大量出現，預示著流行文化、消費文化已經開始成為大眾文化的主流。本研究之角度乃是從後現代主義觀點，研究藝人書風潮這種文化現象。因此，西方後現代主義研究的相關理論將會作為本研究之理論基礎。如羅蘭•巴特(Roland Barthes)的文本理論，約翰•費斯克（John Fiske）和安吉拉•默克羅比(Angela Mcrobbie)對大眾文化的研究。 本研究首先從內容和作者兩個方面，對臺灣藝人書進行了區分。若按內容區分，可以分為：工具書類、瘦身美容類、養生類、專業經驗類、寫真書類等等。若按作者來區分，可分兩種：其一、藝人親自操刀；其二，由他人代筆。可以看出，藝人書帶有很濃厚的商業氣息；要衡量其文化內涵，應該從約翰•費斯克的「文化經濟」理論進行討論。 臺灣藝人書在消費文化、流行文化和迷文化中，表現出不同的特點。消費文化在臺灣社會的崛起，改變了人們的文化觀念和消費行為，這為人們欣賞和選擇文化產品提供更多方式。社會大眾對藝人和明星的崇拜，也帶來對與藝人相關的出版物產生興趣。年輕的迷們是藝人書消費的一個特殊群體，其品味不容忽視。 後現代社會是一個被大眾媒體控制的社會，這已成為現實生活的一種本質體現。處在後現代階段的臺灣社會，應該允許文化更多元，而大眾對一種新興文化現象的態度，決定了它內在的生命力。[[abstract]] Since year 2000, the consumption type of public culture has been increasing diversely. In the postmodern society, the rise of consumption culture has brought forth cultural diversity, anti-mainstream, catering to public taste and other characteristics. The emergence of abundant celebrity books indicate that pop culture and consumer culture have begun to become the mainstream of public culture. This research is in term of postmodern view of point to study the celebrity books as a popular cultural phenomenon. Thus, the related postmodern theories are served as the theory fundamental of the research. To name a few, Roland Barthes’ Theory of Text, the research by John Fiske and Angela Mcrobbie on mass culture. In the research, the celebrity books in Taiwan are classified according to the content and author. To classify by the content, there are areas in reference, slim and beauty, healthy life and work experience sharing as well as photo album.. If classified by the authors, there are two kinds: one is the celebrities write on their own; the other is to hire ghostwriters. Celebrity books are highly commercial. To evaluate the cultural connotation of celebrity books, one should discuss by John Fiske ’ s theory of the cultural economy. Taiwanese celebrity books manifest various features of consumer culture, pop culture and fan culture. The emergence of consumer culture has changed people's cultural views and consumer behaviors, offering more options for people to appreciate and choose cultural products. The cult of celebrity makes the related publications catch the imagination of the public. Young fans are one special consumer group of celebrity books and their tastes cannot be ignored. The postmodern society is a society controlled by mass media, which has become the embodiment of nature of real life. Being in the postmodern period, Taiwan society should allow the culture to be more diverse. The public's attitude toward an emerging cultural phenomenon determines its inner vitality