“光棍节”媒体形象变迁  

Media Image Transformation of “Singles' Day”

作　　者：马卫红[1] 洪雄妃 熊玮[1] 

机构地区：[1]深圳大学管理学院

出　　处：《当代青年研究》2015年第1期47-51,共5页Contemporary Youth Research

摘　　要："光棍节"已成为新兴节日的典型代表。近年来,这一节日的影响力和社会认可度迅速攀升。在"光棍节"的形成和发展过程中,媒体起到了关键性作用,并且,从2003年初创至今,媒体所呈现的"光棍节"形象已发生流变。对主要报纸媒体资料的研究发现,"光棍节"的媒体形象从早期的社会文化形象和娱乐形象逐步演变为突出商业气息的商业形象,因此,要加强媒体的社会文化传承功能和市场化环境下媒体的自觉和自主性。Singles＇ Day becomes typical of new festivals, which has received an increasing level of influence and social acknowledgement in recent years. Media has played a critical role in the formation and change of Singles＇ Day. Based on the content analysis of media reports in 2003-2013, this article analyzes how the media image of Singles＇ Day has changed during these years, and finds that media image of Singles＇ Day in the early years focused on its cultural and entertainment aspects, in the later years, however, commercial image of Singles＇ Day is very strong. Therefore, we should strengthen media＇ s consciousness and autopsyche in the social and cultural continuity function and market environment.

关 键 词：报纸媒体 光棍节 形象塑造 媒体自觉 

分 类 号：G210[文化科学—新闻学]