從語藝批評觀點來看LOHAS「樂活消費」在台灣：以《MY LOHAS 生活誌》為例
LOHAS marketing in Taiwan: A rhetorical research

黃瓊儀

近10 年來，美國借由LOHAS「樂活」吹起一股綠色消費的熱潮，學者們紛紛預言這將帶來一股龐大的商機，這股風潮甚至延燒至亞洲國家，如日本。而本文所好奇的是，綠色運動所提倡的是儉約、減少消費，與資本主義的消費促進觀點幾乎是背道而馳的觀點，然而以綠色消費為訴求的「樂活消費」是如何將兩種不同主義吸納於無形，而成為另一種「綠色資本主義」？因此，本研究試圖透過「幻想主題語藝批評方法」來看《MYLOHAS 生活誌》中的「樂活消費」所形塑出的「語藝視野」為何？同時，藉此來分析這樣的語藝視野是否符合台灣的「樂活消費認同」？研究發現，『MY LOHAS 生活誌』中所形塑的「樂活消費」三種語藝視野，分別是『簡單慢活』、『天然尚好』以及『珍愛地球』。

In the past 10 years, America has a great mass fervor of green consumption by LOHAS, the scholars predicted that this will bring lots of businesses opportunity, this trend even spreads to Asian countries, such as Japan. And a curious one in this research is what the different between the green movement and LOHAS? Or, this trend will become another kind ’ the green capitalism ’? So, the article attempted to through fantasy theme criticism analysis the rhetorical vision of LOHAS marketing in Taiwan. And then, this article found there has three rhetorical vision of LOHAS consumption in《MY LOHAS》--- "Simple and Slow Movement"、"Natural is The Best" and "Cherish the Earth".

LOHAS，樂活，語藝視野，綠色語藝，幻想主題，語藝批評方法

LOHAS，rhetorical vision，green rhetoric，fantasy theme criticism，rhetorical criticism，《MY LOHAS》

2007.07.06

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