上海视觉

上海视觉 ›› 2026, Vol. 0 ›› Issue (2): 26-31.

• 跨媒介视域下的中国形象建构与视觉表达 • 上一篇    下一篇

衣以载道：服饰媒介视域下国家形象建构与在地可视化研究

刘丁维   

  1. 东华大学， 上海 200051
  • 出版日期:2026-06-20 发布日期:2026-07-20
  • 作者简介:刘丁维（1999— ），女，东华大学服装与艺术设计学院博士在读。研究方向为服饰与艺术设计理论、媒介文化、视觉传播学。

Clothing as Cultural Discourse: Visualizing National Identity and Visualization of Locality through the Lens of Fashion Media

LIU DINGWEI   

  • Online:2026-06-20 Published:2026-07-20

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摘要：

服装是社会文化的载体，在媒介更替与文化强国建设背景下，其价值已超越实用与审美范畴，成为构建国家形象与地方认同的象征性介质。为揭示服饰背后的文化象征与社会意义等转译过程，研究立足罗兰·巴特符号学理论，探讨在地性服饰如何层层编码转译，构建地域性东方风格，在国际场域参与国家形象建构，促成向上的国家叙事与向下的地方产业之间双向互动，揭示服饰媒介在连接国家与地方叙事的中介作用，为国家形象建构与在地可视化提供新的视角。

关键词: 服装媒介, 国家形象, 在地性, 可视化

Abstract:

Clothing serves as a carrier of social culture. Against the backdrop of media replacement and the construction of a culturally strong country, its value has transcended the practical and aesthetic boundaries, becoming a symbolic medium for building national image and local identity. To clarify this mechanism, the research uses Roland Barthes's semiotic theory to explore 1) how local clothing is encoded and translated progressively to construct regional Oriental styles, 2) the construction of national images in the international arena, 3) the two-way interaction between upward national narratives and downward local industries, and 4) reveal the mediating role of clothing media in connecting national and local narratives. The findings provide a new perspective for the visualization of the national image and the local nature.

Key words: Fashion Media, National Image, Locality, Visualization

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