格洛丽亚·内勒(Gloria Naylor,1950~2016)是美国当代杰出的黑人女作家,其首部作品《布鲁斯特街的女人们》(The Women of Brewster Place,1982)展现了美国黑人社区中多位女性的生存状态。本文结合吉利根(Carol Gilligan)的性别伦理,聚焦作品中处于三种道德发展阶段不同女性角色的道德判断与选择,探讨了性别与种族双重压迫下黑人女性群体的自我成长与相互关怀,从性别差异角度考察了女性道德的自主性,倡导女性关怀他人与关怀自我多元发展。
随着互联网的深度普及,网络直播带货作为电子商务的新模式,打破了传统零售行业的时空限制,实现商品在线交易,重塑新的商业发展路径,为我国的经济发展注入活力。网络直播带货具有准入门槛低、实时交互性强、视觉冲击力大等特性,在平台与资本的加入下,该行业得以迅速发展。与此同时,网络直播带货出现了一系列失范行为,严重冲击网络生态与社会秩序,影响人们的价值观与伦理道德。本文从媒介伦理的视角对网络带货失范行为提出伦理规制措施,从最大幸福出发,追求公共利益最大化,避免迎合少数人的恶趣味;强调主播与平台应坚守诚信经营,避免出现误导消费行为,提升行业形象;坚守公平与正义,在商业利益与公共利益之间做好平衡;促成网络环境友好,杜绝营销手段造成的过度消费。对失范行为提出更高的伦理道德要求,才能促进网络直播带货行业健康发展,塑造清朗的网络空间。With the in-depth popularization of the Internet, as a new model of e-commerce, online live streaming has broken the time and space constraints of the traditional retail industry, realized online trading of goods on the live broadcast platform, reshaped a new business development path, and injected vitality into China’s economic development. With the characteristics of low entry threshold, strong real-time interactivity and great visual impact, the industry has developed rapidly with the addition of platforms and capital. At the same time, there have been a series of anomie behaviors in online live streaming activities, which have seriously impacted the online ecology and social order, and affected people’s values and ethics. This article proposes ethical regulatory measures for misconduct in live streaming e-commerce from the perspective of media ethics. It advocates starting from the principle of the greatest happiness to pursue the maximization of public interest and avoid catering to th
本文基于诺丁斯关怀伦理理论,探讨了Jellycat品牌营销策略中的情感价值创造。文章开篇概述了诺丁斯关怀伦理的核心观点,强调关怀的关系性本质、自然关怀与伦理关怀的辩证关系,以及责任、理解与情感在关怀伦理中的核心作用。接着,文章分析了Jellycat品牌的多元化销售渠道、社交媒体传播策略及其独特的情感营销策略,如限量发售和节日限定等,展现了品牌如何构建与消费者的互动平台。随后,文章详细阐述了Jellycat如何通过产品设计、包装和营销活动传递关怀理念,与消费者建立情感连接,从而提升品牌情感价值。最后,本文讨论了情感价值创造对品牌竞争力的提升、消费者情感需求的满足,以及Jellycat品牌作为社会责任榜样的积极效应。全文旨在揭示诺丁斯关怀伦理理论在品牌营销中的实践应用与价值,为其他企业提供了有益的借鉴与启示。This article discusses the creation of emotional value in the marketing strategy of the Jellycat brand based on the theory of the Noddings Ethic of Care. The article opens with an overview of the core ideas of Noddings’ ethics of caring, emphasizing the relational nature of caring, the dialectical relationship between natural caring and ethical caring, as well as the central role of responsibility, understanding and emotion in the ethics of caring. Next, the article analyzes the Jellycat brand’s diversified sales channels, social media communication strategies and its unique emotional marketing strategies, such as limited edition and holiday season, showing how the brand builds an interactive platform with consumers. The article then details how Jellycat conveys the concept of caring through product design, packaging and marketing activities, and establishes an emotional connection with consumers, thus enhancing the brand’s emotional value. Finally, the article discusses the positive effects of emotional value creation on brand competitiveness
本文旨在深入探讨社交电商平台中广泛存在的悲情营销现象。作为一种新型的电子商务模式,社交电商兼顾社交属性和消费属性,受到广大消费者的青睐。在社交电商平台这一特殊环境下,悲情营销借助社交媒体的传播力量,展现出更为复杂和多样的表现形式。社交电商平台中的悲情营销现象不再是冰山一角,甚至已发展成为具有规律性的营销手段。悲情营销引发的情感消费在促进消费增长的同时,也不可避免地暴露了违背媒介伦理甚至违反法律法规的隐患。社交电商平台中的悲情营销在与新媒体伦理背道而驰的同时消费公众和社会的同情心,腐蚀社会诚信体系,相关问题亟需深入研究和整治。This paper aims to deeply explore the widespread phenomenon of sadness marketing in social e-commerce platforms. As a new type of e-commerce model, social e-commerce takes into account both social attributes and consumption attributes, and is favored by consumers. In the special environment of social e-commerce platform, sadness marketing shows more complex and diversified forms with the help of the communication power of social media. The phenomenon of sadness marketing in the social e-commerce platform is no longer the tip of the iceberg, and has even developed into a regular marketing means. Emotional consumption caused by sadness marketing not only promotes consumption growth, but also inevitably exposes the hidden danger of violating media ethics and even laws and regulations. Sadness marketing in social e-commerce platforms runs counter to the ethics of new media while consuming the sympathy of the public and society and corroding the social credit system. Relevant problems need to be deeply studied and corrected.
