公共情感的再联结:流通视阈下Z世代国字号消费的情感生成机制研究  

Reconnection of Public Sentiments:A Study on the Emotional Generation Mechanism of Z-Generation towards National Brand Consumption from the Perspective of Circulation

作　　者：王齐欣 张殿元[1] Wang Qixin;Zhang Dianyuan

机构地区：[1]复旦大学新闻学院

出　　处：《现代广告》2025年第5期19-26,共8页Modern Advertising

基　　金：国家社会科学基金项目《新媒体文化对新时代中国创新型发展的理论支援和实践路径》(批准号:21AXW010)的阶段性成果。

摘　　要：从情感流通的视阈来看,相较于传统一辈对家国天下宏大叙事的内嵌式认知,Z世代消费中的情感在历史社会变迁和媒介更替的流通作用中得以动态创造。在当下社交媒体的情感场域中,以Z世代为代表的年轻消费群体正在强势崛起,作为情感话语和文化叙事的主体,青年一代的国字号情感消费从一体化的情感投射到个体化的情感展演,逐渐演变为多维度的情感联结下复合性的情感共通体,实现了公共情感的再联结。From the perspective of emotional circulation,compared with the traditional generation’s embedded cognition of the grand narrative of home country and the world,the emotion in Z generation consumption can be dynamically created in the circulation of historical and social changes and media replacement.In the current emotional field of social media,the young consumer groups represented by Generation Z are rising strongly.As the main body of emotional discourse and cultural narrative,the emotional consumption of the national brand of the younger generation has gradually evolved from integrated emotional projection to individualized emotional performance to multi-dimensional emotional connection,realizing the reconnection of public emotions.

关 键 词：情感流通公共情感 国字号消费 代际文化 

分 类 号：G63[文化科学—教育学]