当代青年颜值消费的根源分析与导引路径  

The Root Cause Analysis and Guiding Path of Contemporary Youth's Beauty Value Consumption

作　　者：张忠[1] Zhang Zhong

机构地区：[1]南京体育学院

出　　处：《北京青年研究》2025年第1期85-92,共8页Beijing Youth Research

摘　　要：随着颜值经济的快速发展,社会竞争的日趋加剧,青年群体的颜值消费现象日益受到关注。青年的颜值消费不仅是一种经济现象,更是一种社会心理现象,有其多重根源。首先,从社会变迁的整个历程来考察,青年的颜值消费是随着制度变革与经济发展导致人们的需要类型发生变化,进而引起审美需要也发生变化的结果。其次,从流行文化对青年的影响来看,当代流行文化生产背后日益凸显的资本因素,流行文化所催生的新的审美标准以及符号消费观念,是当代青年颜值消费的另一复杂根源。再次,从当代青年的价值追求来看,青年的颜值消费也是为了在日趋激烈的社会竞争中提升自身竞争力,进而为自我实现创造良好的条件。同时,青年的颜值消费也有走向自我异化的危险,主要表现为颜值崇拜、将颜值作为人生博弈的工具以及将颜值作为欲望消费的对象。青年的颜值消费有其积极意义,但也要避免颜值消费中的“自我异化”。加强对文化产业资本的合理管控、依法推进公平社会建设、强化审美与价值观教育对正确引导当代青年的颜值消费具有重要作用。At present,with the rapid development of beauty value economy and the increasing social competition,the phenomenon of the youth’s beauty value consumption has attracted more and more attention.The beauty value consumption of the youth is not only an economic phenomenon,but also a social psychological phenomenon,which has its multiple roots.First of all,from the perspective of the whole process of social change,the youth's beauty value consumption is the result of the change of people's needs types caused by institutional change and economic development,which in turn leads to the change of aesthetic needs.Secondly,from the perspective of the influence of popular culture on young people,the increasingly prominent capital factors behind the production of contemporary popular culture,the new aesthetic standards and symbolic consumption concepts spawned by popular culture are another complex source of contemporary youth beauty value consumption.Thirdly,from the perspective of the value pursuit of contemporary youth,beauty value consumption of youth is also to enhance their competitiveness in the increasingly fierce social competition,and then create good conditions for self-realization.At the same time,the youth's beauty value consumption also has the danger of self-alienation,which is mainly manifested in the worship of beauty value,the use of beauty value as a tool of life game and the use of beauty value as the object of desire consumption.Youth's beauty value consumption has its positive significance,but it is also necessary to avoid self-alienation in appearance consumption.Strengthening the reasonable management and control of cultural industry capital,promoting the construction of a fair society according to law,and strengthening the education of aesthetics and values play an important role in correctly guiding the beauty value consumption of contemporary youth.

关 键 词：青年 颜值消费 审美需要 流行文化 价值追求 导引路径 

分 类 号：F713.55[经济管理—市场营销] C913.5[经济管理—产业经济]