【摘要】：當(dāng)中國(guó)社會(huì)進(jìn)入物質(zhì)文明高度發(fā)達(dá)的時(shí)代,消費(fèi)文化逐漸取代傳統(tǒng)的勤儉節(jié)約文化,消費(fèi)主義思潮逐漸占上風(fēng)。西方消費(fèi)主義思潮的影響,世界各大時(shí)尚品牌的大規(guī)模入駐,都為中國(guó)日益盛行的時(shí)尚消費(fèi)提供可能。人們?cè)谝率匙⌒蟹矫娌粩嗤度胛镔|(zhì)時(shí)尚消費(fèi)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(rèn)同?人們頻繁地出入電影院、藝術(shù)展進(jìn)行文化時(shí)尚消費(fèi),到底是出于追趕時(shí)尚風(fēng)潮還是真正出于對(duì)文化的喜愛?在這個(gè)以"產(chǎn)品過(guò)剩"為特征的社會(huì),消費(fèi)者通過(guò)不同層次的時(shí)尚消費(fèi),追逐不同的時(shí)尚潮流,審美、社交、炫耀、求同、求新、求異等心理動(dòng)機(jī)錯(cuò)綜復(fù)雜地交織在消費(fèi)者心頭。而傳播作為一切社會(huì)信息活動(dòng)的基礎(chǔ),其本身就是人的社會(huì)心理活動(dòng)。筆者希望通過(guò)對(duì)時(shí)尚消費(fèi)的大眾傳播、群體和組織傳播、人際和人內(nèi)傳播等心理分析,得出消費(fèi)者在不同傳播情境下不同的心理特征,借此促進(jìn)社會(huì)主義市場(chǎng)經(jīng)濟(jì)健康有序地發(fā)展,并倡導(dǎo)消費(fèi)者樹立科學(xué)健康的社會(huì)主義消費(fèi)觀,規(guī)范個(gè)人消費(fèi)行為,提升個(gè)人素質(zhì),實(shí)現(xiàn)個(gè)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(fèi)者權(quán)力、地位、品位或愛好的,并在一定時(shí)期內(nèi)引起相當(dāng)多人追求的特殊消費(fèi)行為(時(shí)間、注意力和金錢)定義為時(shí)尚消費(fèi)。在本文第一章中,時(shí)尚消費(fèi)與傳播攜手,筆者不僅概括了器物、行為和觀念層面時(shí)尚消費(fèi)的異同點(diǎn),還重點(diǎn)闡釋了時(shí)尚消費(fèi)在傳播過(guò)程中由階級(jí)意識(shí)到大眾選擇、由外界對(duì)抗到自我愉悅的轉(zhuǎn)變。本文第二章到第四章主要論述了時(shí)尚消費(fèi)在大眾傳播、群體和組織傳播、人際和人內(nèi)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(fèi)者的需求、時(shí)尚消費(fèi)創(chuàng)新的擴(kuò)散都是影響大眾消費(fèi)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(nèi)研究中,筆者選擇了意見領(lǐng)袖和普通大眾的角度,得出了消費(fèi)者在不同情境下不同的心理特征。本文第五章從美學(xué)和哲學(xué)角度對(duì)時(shí)尚消費(fèi)的傳播心理進(jìn)行了剖析,時(shí)尚消費(fèi)的重要場(chǎng)所——商場(chǎng)的色彩、光線、材質(zhì)等元素以及時(shí)尚消費(fèi)品設(shè)計(jì)、包裝、擺放等元素,都對(duì)消費(fèi)者的審美體驗(yàn)造成巨大影響。而時(shí)尚消費(fèi)在傳播過(guò)程中也滿足了消費(fèi)者對(duì)普遍性和特殊性的追求和尋求內(nèi)心平衡的哲學(xué)心理。本文第六章筆者根據(jù)對(duì)時(shí)尚消費(fèi)的一些個(gè)案分析研究,得出了國(guó)內(nèi)消費(fèi)者具有享樂(lè)主義與節(jié)儉主義并存、審美主義和實(shí)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(fèi)是消費(fèi)者觀念和需求結(jié)合的產(chǎn)物。同時(shí),隨著時(shí)尚消費(fèi)的大規(guī)模傳播,其負(fù)面影響開始顯現(xiàn),時(shí)尚消費(fèi)的綠色運(yùn)動(dòng)將會(huì)是未來(lái)時(shí)尚消費(fèi)發(fā)展的趨勢(shì)。
[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(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G206

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