【摘要】：自20世紀80年代傳入中國以來，西方占星學中的“星座”概念在中國大眾媒介的傳播與改良之下，已經從異域文化逐漸發(fā)展成為一種新式俗信的中國“星座學說”，甚至轉化為時尚流行的“星座文化”。星座文化藉由以網絡為代表的多樣性媒體傳播頻頻出現在熱門網站、報紙雜志專欄甚至時尚綜藝節(jié)目中，并受到了以青少年為主體的受眾群的熱烈追捧。這些星座愛好者對星座文化都有不同程度的了解與喜愛，更有甚者視星座文化為自己工作生活的唯一指導，對星座文化形成了一種深度迷戀。與此同時，星座文化也成為了商家與廣告創(chuàng)意人的寵兒，市場上與星座文化有關的產品層出不窮、以十二星座為創(chuàng)意點的商業(yè)宣傳活動也越來越多，星座文化也漸漸的從單純的大眾文化轉變成了一種商業(yè)化營銷傳播的元素，星座文化的商業(yè)化傳播也漸漸的形成并興起。針對星座文化在我國的流行現狀，特別是星座文化自身具有的占卜迷信成分對我國社會大眾帶來的負面影響，有不少社會學、心理學與教育學的學者進行了相關的研究并表示了不同程度的擔憂，這些學者認為中國“星座文化”是披著高科技偽裝的洋迷信，，不但于青少年的身心健康不利，更是全球化大趨勢之下西方文化對中國文化的入侵。我國學者在對星座文化在我國的傳播流行進行研究的同時卻對日益發(fā)展的星座文化的商業(yè)化傳播活動研究甚少，對目前已有的星座文化商業(yè)化傳播活動的形成原因、傳播形式特點特別是其產生的社會影響缺乏深入系統的研究，不但形成了理論研究上的空白，而且致使未來星座文化商業(yè)化傳播活動的有序健康發(fā)展缺少了現實層面的指導與規(guī)范。 本選題以星座文化的商業(yè)化傳播及其影響研究為題，以星座文化的商業(yè)化傳播為研究對象，以營銷傳播學為理論基礎，同時借鑒社會學、心理學、教育學等研究成果，以星座文化在我國的傳播過程為研究的切入點，在系統梳理星座文化在我國不同時期傳播的基本狀況基礎上，重點分析了星座文化的商業(yè)化傳播問題：包括商業(yè)化傳播形成的原因、傳播形式、傳播策略及特點；尤其對星座文化商業(yè)化傳播所產生的積極的營銷價值和負面的社會影響進行了深入的揭示；針對星座文化商業(yè)化傳播產生的負面影響，力求從社會政府監(jiān)管部門、行業(yè)主體、受眾群體等與星座文化商業(yè)化傳播活動相關的責任群體的角度提出相應的解決對策，規(guī)范不恰當的傳播活動，使其負面社會影響降到最低，以求經濟利益與社會發(fā)展的和諧統一，為未來星座文化商業(yè)化傳播提供現實層面的有價值的指導。
[Abstract]:Since it was introduced into China in the 1980s, the concept of "constellations" in Western astrology has gradually developed from foreign culture to a new type of "constellation theory" in China under the dissemination and improvement of Chinese mass media. It can even be transformed into a popular "horoscope culture". Constellation culture appears frequently in popular websites, newspaper and magazine columns and even fashion variety shows through the diversity of media dissemination represented by the network, and has been enthusiastically pursued by the audience with teenagers as the main body. These zodiac enthusiasts have different degrees of understanding and love of constellation culture, and even more, they regard constellation culture as the only guidance of their work and life, forming a kind of deep infatuation with constellation culture. At the same time, constellation culture has also become the darling of merchants and advertising creators. Products related to constellation culture emerge in an endless stream in the market, and more commercial publicity activities with the 12 constellations as the creative point are being carried out. Constellation culture has gradually changed from simple mass culture to a kind of commercial marketing communication element, and the commercial communication of constellation culture has also gradually formed and emerged. There are a lot of sociology in view of the popular situation of constellation culture in our country, especially the negative influence of divination superstition on our society caused by horoscope culture itself. Scholars in psychology and pedagogy have conducted relevant studies and expressed varying degrees of concern. These scholars believe that China's "horoscope culture" is a foreign superstition disguised by high-tech, which is not only detrimental to the physical and mental health of young people. It is the invasion of western culture to Chinese culture under the trend of globalization. While studying the spread and popularity of constellation culture in our country, Chinese scholars have little research on the commercial communication activities of the growing constellation culture, and the reasons for the formation of the existing commercial communication activities of constellation culture. There is a lack of thorough and systematic research on the characteristics of communication forms, especially its social impact, which has not only formed a blank in theoretical research, Moreover, the orderly and healthy development of the commercialized communication activities of the constellation culture in the future lacks the guidance and norms at the realistic level. This topic focuses on the study of commercialized communication of constellation culture and its influence, takes the commercial communication of constellation culture as the research object, takes marketing communication as the theoretical basis, and draws lessons from sociology, psychology, pedagogy and other research achievements, as well as the research results of sociology, psychology, pedagogy and so on. Taking the spread process of constellation culture in our country as the breakthrough point of study, on the basis of systematically combing the basic situation of the spread of constellation culture in different periods of our country, It focuses on the analysis of the commercial communication of constellation culture: including the reasons for the formation of commercial communication, the form of communication, communication strategies and characteristics; Especially, it reveals the positive marketing value and negative social influence produced by the commercialized communication of constellation culture. Aiming at the negative influence of the commercialized communication of constellation culture, this paper tries to put forward the corresponding countermeasures from the angle of social government supervision department, industry subject, audience group and other responsible groups related to the activities of constellation culture commercialization communication. Standardizing inappropriate communication activities to minimize its negative social impact, in order to seek the harmony of economic interests and social development, and provide practical and valuable guidance for the future cultural commercialization of constellations.
【學位授予單位】：東北師范大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G206;G124

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