時尚消費的傳播心理研究
發(fā)布時間：2019-05-18 02:32
【摘要】：當中國社會進入物質文明高度發(fā)達的時代,消費文化逐漸取代傳統(tǒng)的勤儉節(jié)約文化,消費主義思潮逐漸占上風。西方消費主義思潮的影響,世界各大時尚品牌的大規(guī)模入駐,都為中國日益盛行的時尚消費提供可能。人們在衣食住行方面不斷投入物質時尚消費的行為,究竟是為了滿足求新求異的欲望還是為了尋求身份的認同?人們頻繁地出入電影院、藝術展進行文化時尚消費,到底是出于追趕時尚風潮還是真正出于對文化的喜愛?在這個以"產(chǎn)品過剩"為特征的社會,消費者通過不同層次的時尚消費,追逐不同的時尚潮流,審美、社交、炫耀、求同、求新、求異等心理動機錯綜復雜地交織在消費者心頭。而傳播作為一切社會信息活動的基礎,其本身就是人的社會心理活動。筆者希望通過對時尚消費的大眾傳播、群體和組織傳播、人際和人內傳播等心理分析,得出消費者在不同傳播情境下不同的心理特征,借此促進社會主義市場經(jīng)濟健康有序地發(fā)展,并倡導消費者樹立科學健康的社會主義消費觀,規(guī)范個人消費行為,提升個人素質,實現(xiàn)個人自由而全面的發(fā)展。本研究從廣義的層面上將任何體現(xiàn)消費者權力、地位、品位或愛好的,并在一定時期內引起相當多人追求的特殊消費行為(時間、注意力和金錢)定義為時尚消費。在本文第一章中,時尚消費與傳播攜手,筆者不僅概括了器物、行為和觀念層面時尚消費的異同點,還重點闡釋了時尚消費在傳播過程中由階級意識到大眾選擇、由外界對抗到自我愉悅的轉變。本文第二章到第四章主要論述了時尚消費在大眾傳播、群體和組織傳播、人際和人內傳播這五大傳播類型下不同的心理特征。在大眾傳播視域下,媒體的可信度和知名度、消費者的需求、時尚消費創(chuàng)新的擴散都是影響大眾消費行為的重要因素。而在群體和組織傳播層面,筆者分別選取了富裕階層、女性群體和青少年群體這三大"易感人群"以及體育組織和公益組織這兩大組織,在人際和人內研究中,筆者選擇了意見領袖和普通大眾的角度,得出了消費者在不同情境下不同的心理特征。本文第五章從美學和哲學角度對時尚消費的傳播心理進行了剖析,時尚消費的重要場所——商場的色彩、光線、材質等元素以及時尚消費品設計、包裝、擺放等元素,都對消費者的審美體驗造成巨大影響。而時尚消費在傳播過程中也滿足了消費者對普遍性和特殊性的追求和尋求內心平衡的哲學心理。本文第六章筆者根據(jù)對時尚消費的一些個案分析研究,得出了國內消費者具有享樂主義與節(jié)儉主義并存、審美主義和實用主義并存、喜新厭舊情緒加劇等心理特征,而目前流行的身體消費是消費者觀念和需求結合的產(chǎn)物。同時,隨著時尚消費的大規(guī)模傳播,其負面影響開始顯現(xiàn),時尚消費的綠色運動將會是未來時尚消費發(fā)展的趨勢。
[Abstract]:When Chinese society entered the era of highly developed material civilization, consumer culture gradually replaced the traditional thrift culture, and consumerism gradually gained the upper hand. The influence of western consumerism and the large-scale entry of major fashion brands in the world provide the possibility for the fashion consumption which is becoming more and more popular in China. People continue to invest in material fashion consumption in food, clothing, housing and transportation, in order to meet the desire for innovation and difference or to seek identity? People go and go to cinemas frequently, art exhibitions carry out cultural fashion consumption, is it to catch up with the fashion trend or really out of the love of culture? In this society characterized by "excess products", consumers pursue different fashion trends, aesthetics, social interaction, showing off, seeking common ground and seeking new ideas through different levels of fashion consumption. Psychological motivation such as seeking difference is intricate and intertwined in the hearts of consumers. As the basis of all social information activities, communication itself is human social and psychological activities. The author hopes that through the psychological analysis of mass communication, group and organization communication, interpersonal and intra-person communication of fashion consumption, the different psychological characteristics of consumers in different communication situations can be obtained. In order to promote the healthy and orderly development of socialist market economy, and advocate consumers to establish a scientific and healthy socialist consumption concept, standardize personal consumption behavior, improve personal quality, and achieve personal free and all-round development. In this study, any special consumption behavior (time, attention and money) that embodies consumer power, status, taste or hobby and causes quite a lot of people to pursue it in a certain period of time is defined as fashion consumption. In the first chapter of this paper, fashion consumption and communication work together. The author not only summarizes the similarities and differences of fashion consumption at the level of utensils, behavior and ideas, but also focuses on explaining that fashion consumption is chosen by class consciousness to the public in the process of communication. The transformation from external confrontation to self-pleasure. The second chapter to the fourth chapter mainly discusses the different psychological characteristics of fashion consumption under the five communication types: mass communication, group and organization communication, interpersonal communication and intra-person communication. From the perspective of mass communication, the credibility and popularity of the media, the needs of consumers and the diffusion of fashion consumption innovation are all important factors that affect the behavior of mass consumption. At the level of group and organizational communication, the author selects the three "susceptible groups" of rich class, female group and youth group, as well as sports organizations and public welfare organizations, in interpersonal and intra-person research. The author chooses the angle of opinion leader and the general public, and obtains the different psychological characteristics of consumers in different situations. The fifth chapter of this paper analyzes the communication psychology of fashion consumption from the aesthetic and philosophical point of view, the important place of fashion consumption-the color, light, material and other elements of shopping malls, as well as the design, packaging, placement and other elements of fashion consumer goods. Both have a great impact on the aesthetic experience of consumers. In the process of communication, fashion consumption also satisfies consumers' pursuit of universality and particularity and the philosophical psychology of seeking inner balance. In the sixth chapter, according to some case studies on fashion consumption, the author draws the conclusion that domestic consumers have the psychological characteristics of the coexistence of hedonism and thrift, the coexistence of aestheticism and pragmatism, the aggravation of the emotion of liking the new and the old, and so on. At present, the popular body consumption is the product of the combination of consumer concept and demand. At the same time, with the large-scale spread of fashion consumption, its negative impact begins to appear, the green movement of fashion consumption will be the development trend of fashion consumption in the future.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G206
本文編號：2479597
[Abstract]:When Chinese society entered the era of highly developed material civilization, consumer culture gradually replaced the traditional thrift culture, and consumerism gradually gained the upper hand. The influence of western consumerism and the large-scale entry of major fashion brands in the world provide the possibility for the fashion consumption which is becoming more and more popular in China. People continue to invest in material fashion consumption in food, clothing, housing and transportation, in order to meet the desire for innovation and difference or to seek identity? People go and go to cinemas frequently, art exhibitions carry out cultural fashion consumption, is it to catch up with the fashion trend or really out of the love of culture? In this society characterized by "excess products", consumers pursue different fashion trends, aesthetics, social interaction, showing off, seeking common ground and seeking new ideas through different levels of fashion consumption. Psychological motivation such as seeking difference is intricate and intertwined in the hearts of consumers. As the basis of all social information activities, communication itself is human social and psychological activities. The author hopes that through the psychological analysis of mass communication, group and organization communication, interpersonal and intra-person communication of fashion consumption, the different psychological characteristics of consumers in different communication situations can be obtained. In order to promote the healthy and orderly development of socialist market economy, and advocate consumers to establish a scientific and healthy socialist consumption concept, standardize personal consumption behavior, improve personal quality, and achieve personal free and all-round development. In this study, any special consumption behavior (time, attention and money) that embodies consumer power, status, taste or hobby and causes quite a lot of people to pursue it in a certain period of time is defined as fashion consumption. In the first chapter of this paper, fashion consumption and communication work together. The author not only summarizes the similarities and differences of fashion consumption at the level of utensils, behavior and ideas, but also focuses on explaining that fashion consumption is chosen by class consciousness to the public in the process of communication. The transformation from external confrontation to self-pleasure. The second chapter to the fourth chapter mainly discusses the different psychological characteristics of fashion consumption under the five communication types: mass communication, group and organization communication, interpersonal communication and intra-person communication. From the perspective of mass communication, the credibility and popularity of the media, the needs of consumers and the diffusion of fashion consumption innovation are all important factors that affect the behavior of mass consumption. At the level of group and organizational communication, the author selects the three "susceptible groups" of rich class, female group and youth group, as well as sports organizations and public welfare organizations, in interpersonal and intra-person research. The author chooses the angle of opinion leader and the general public, and obtains the different psychological characteristics of consumers in different situations. The fifth chapter of this paper analyzes the communication psychology of fashion consumption from the aesthetic and philosophical point of view, the important place of fashion consumption-the color, light, material and other elements of shopping malls, as well as the design, packaging, placement and other elements of fashion consumer goods. Both have a great impact on the aesthetic experience of consumers. In the process of communication, fashion consumption also satisfies consumers' pursuit of universality and particularity and the philosophical psychology of seeking inner balance. In the sixth chapter, according to some case studies on fashion consumption, the author draws the conclusion that domestic consumers have the psychological characteristics of the coexistence of hedonism and thrift, the coexistence of aestheticism and pragmatism, the aggravation of the emotion of liking the new and the old, and so on. At present, the popular body consumption is the product of the combination of consumer concept and demand. At the same time, with the large-scale spread of fashion consumption, its negative impact begins to appear, the green movement of fashion consumption will be the development trend of fashion consumption in the future.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G206
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