内容电商视域下油画消费的“去专业化”与大众市场培育——基于内容电商平台的机制分析与理论建构

De-Professionalization of Oil Painting Consumption and Mass Market Cultivation from the Perspective of Content E-Commerce—Mechanism Analysis and Theoretical Construction Based on Content E-Commerce Platforms

摘要: 随着数字技术的深度渗透，内容电商的崛起正在重塑艺术品流通模式与消费形态。传统油画市场长期受制于专业圈层的文化资本壁垒，画廊体系与专业批评话语构筑了大众消费者的进入门槛。然而，以抖音、快手为代表的内容电商平台，正通过去专业化机制打破这一格局，将油画带入大众消费视野。本研究基于转译理论与情绪消费视角，构建“语言转译、情境重构、价格普惠化”的三重去专业化分析框架，以内容电商平台上的油画消费现象为研究对象，综合援引行业数据、学术文献与公开媒体报道，对上述机制进行系统论证。研究发现：内容电商通过语言转译打破艺术评价体系的垄断，通过情境重构帮助消费者建立可想象的拥有场景，通过价格普惠化使油画从投资品转向情绪消费品。用户购买决策由审美满足与情感认同双重驱动，创作者的身份叙事是激发情感共鸣的关键。本研究在理论层面将转译理论引入艺术品消费研究，拓展了内容电商理论的解释边界；在实践层面为油画创作者的内容电商运营提供了策略参考；在社会层面探讨了数字时代大众美育的新可能。

Abstract: With the deep penetration of digital technologies, the rise of content e-commerce is reshaping the circulation models and consumption patterns of art. The traditional oil painting market has long been constrained by the barriers of cultural capital within professional circles, where gallery systems and specialized critical discourses have erected entry barriers for mass consumers. However, content e-commerce platforms such as Douyin and Kuaishou are breaking down these barriers through a process of de-professionalization, bringing oil paintings into the purview of mass consumption. Based on the perspectives of translation theory and emotional consumption, this study constructs a triple de-professionalization analytical framework encompassing “linguistic translation, contextual reconstruction, and price accessibility”. Taking oil painting consumption on content e-commerce platforms as the research object, this study systematically examines the above mechanisms by drawing on industry data, academic literature, and publicly available media reports. The study finds that content e-commerce cultivates the mass market for oil paintings through three pathways: linguistic translation breaks the monopoly of the art evaluation system; contextual reconstruction helps consumers establish imaginable ownership scenarios; price accessibility shifts oil paintings from investment goods to emotional consumer goods. Consumer purchase decisions are driven by both aesthetic satisfaction and emotional identification, with the creator’s identity narrative serving as a key catalyst for emotional resonance. This study contributes theoretically by introducing translation theory into art consumption research, thereby expanding the explanatory boundaries of content e-commerce theory. Practically, it provides strategic guidance for oil painting creators in their content e-commerce operations. Socially, it explores new possibilities for public aesthetic education in the digital era.