超越人类的力量塑造氛围:一种基于原住民视角的理解

More-than-human energies shaping atmospheres: An Indigenous-informed perspective

Marketing Theory · 2026
被引 0
ABS 3

中文导读

本文基于秘鲁亚马逊Shipibo-Konibo原住民的田野调查,提出“koshi”概念,揭示植物、动物、精灵等非人类实体如何通过能量传递塑造消费氛围,挑战西方人类中心主义的情感理论。

Abstract

This article adopts an Indigenous-informed perspective to understand how the energy from more-than-human entities (e.g. plants, animals, and spirits) shapes atmospheres of consumption. Drawing on ethnographic research undertaken with members of the Shipibo-Konibo Indigenous group of the Peruvian Amazon, we introduce the concept of koshi , a form of energy generated through relations between humans, plants, animals, and spirits that permeates place and space. We show that more-than-human entities produce affective energies that shape atmospheres through (1) the emanation of koshi to the environment to signal power and presence, (2) the storage of koshi within their bodies for later ritual activation, and (3) the transfer of koshi to humans in healing processes. These processes reveal atmospheres as manifestations of the relations among all beings with positive and negative effects on humans’ health and well-being. By centring Indigenous relationality, this article challenges human-centric and Western theorisations of affect and atmospheres. In doing so, our study contributes to our current understanding of how more-than-human entities, like plants, animals, and spirits, shape and experience consumption.

原住民研究消费文化情感地理学人类学