本文選題：口紅 + 巫術�。� 參考：《學�！�2017年06期

【摘要】：本文以2016年年底網(wǎng)上熱傳的一條題為"叫男友送YSL星辰,他什么反應?"的帖子為例,通過論析該帖為何能在短時間內(nèi)促進YSL品牌"星辰"系列口紅的熱銷,探討社會環(huán)境影響個體消費行為的作用機制和個體的反饋機制。文章認為,文化傳統(tǒng)、大眾傳媒以及商家對口紅品牌的打造等外部環(huán)境在口紅、美貌、消費者身份地位之間建立起關聯(lián),制造并強化了一套有關口紅的"巫術"。然而,帖子在不同性質網(wǎng)絡平臺傳播的過程中,制造了新的議題和空間,促使消費者在口紅的"巫術"中增加了愛情的維度。在此過程中,消費者從"巫術"的接收者變成了制造者,這強化了"巫術"的作用,最終提升了"星辰"口紅的銷量。
[Abstract]:This article is based on an online hot post at the end of 2016 entitled "ask your boyfriend to send YSL stars. What's his reaction?" By analyzing why the post can promote the popularity of YSL brand "Xingchen" lipstick in a short period of time, this paper discusses the mechanism of social environment influencing individual consumption behavior and individual feedback mechanism. The article holds that the external environment, such as cultural tradition, mass media and merchants' building of lipstick brands, establishes a link between lipstick, beauty and consumer status, and makes and strengthens a set of "witchcraft" about lipstick. However, in the process of spreading different kinds of online platforms, posts create new issues and spaces, and promote consumers to increase the dimension of love in the lipstick "witchcraft". In the process, consumers have changed from recipients of witchcraft to manufacturers, which reinforces the role of witchcraft and ultimately boosts sales of Star lipstick.
【作者單位】： 中國社會科學院社會學研究所;
【分類號】：C912.4
，

本文編號：1959989