“潮”青年的诞生--市场调研公司广告生产机制研究  

The Birth of the“Trendy” Youth

作　　者：姜如璋 Jiang Ruzhang

机构地区：[1]中国人民大学社会学理论与方法研究中心

出　　处：《青年研究》2024年第4期82-93,96,共13页Youth Studies

摘　　要：研究青年消费者已成为市场调研的新趋势。本文提出“潮”青年形象函数的分析框架,以文化中介者视角对市场调研公司的广告生产过程进行考察,发现市场调研公司通过“潮”的界定、寻找和建构三个步骤,将“潮”塑造为流行且先锋的生活方式以吸引消费者。研究揭示了广告生产者引导青年消费的机制和改造青年文化的过程,丰富了文化中介者概念的内涵,揭示了多元青年文化消费背后的普遍规律,为目前偏消费端的社会学研究带来了一定的启发和思考。The study of youth consumers has become a new trend in market research.This paper proposes an analyzing framework named the function of“trendy”youth image,and examines the advertisement production process of a market research company from the perspective of cultural intermediaries.It is found that this market research company,through the three steps of defining,searching,and constructing“trend”,shapes“trend”as a popular and pioneering lifestyle to attract consumers.The study reveals the mechanism by which advertising producers guide youth consumption and the process of transforming youth culture,enriches the connotation of the concept of cultural intermediaries,and reveals the universal laws behind the diversified youth cultural consumptions,which will bring some inspiration and reflection to the current sociological research on consumption terminals.

关 键 词：青年文化消费 文化中介者 青年形象 

分 类 号：D669.5[政治法律—政治学]