新国潮消费文化之“新”探究  

Exploring the“New”in New Guochao Consumer Culture

作　　者：杨玉洁[1] 万伦来 Yang Yujie;Wan Lunlai(School of Marxism,Hefei University of Technology,Hefei Anhui,230601)

机构地区：[1]合肥工业大学马克思主义学院,安徽合肥230601

出　　处：《宁夏党校学报》2025年第2期61-69,共9页Journal of the Party School of the CPC Ningxia Hui Autonomous Region Committee

基　　金：教育部人文社会科学研究青年基金项目“中国共产党传承发展中华优秀传统文化的百年历程、经验及启示研究”(21YJC710059)阶段性成果。

摘　　要：新国潮消费文化是一种显著的社会文化现象,同时是身份认同的价值表达。作为一种象征含义丰富的符号体系,它对当代青年群体的文化认同构建具有重要意义。青年通过消费行为对中华优秀传统文化进行深度体验与学习,在消费的同时接受文化的熏陶与教育,“新国潮”展现出独特的文化育人价值。但在全球化的冲击、传统文化与日常生活联系弱化的情况下,新国潮消费文化发展中存在消费力结构单一、文化产品雷同、品牌价值不足等问题。要通过提升青年精神文化消费力、重构新国潮品牌价值、促进文化科技消费深度融合等途径丰富青年的文化互动体验,激发文化情感共鸣,同时抓住消费结构升级的新机遇,激发新国潮消费文化潜力,更好满足人民的高品质精神生活需求。New Guochao consumer culture is a significant socio-cultural phenomenon and a form of value expression for identity recognition.As a symbol system with rich connotations,it plays an im-portant role in shaping the cultural identity of contemporary youth.Through consumption,young peo-ple deeply engage with and learn about excellent Chinese traditional culture,while simultaneously re-ceiving cultural immersion and education.“New Guochao”demonstrates a unique cultural value in ed-ucating people.However,in the face of impact of globalization and the weakening connection be-tween traditional culture and daily life,issues such as a single consumer power structure,the homo-geneity of cultural products,and insufficient brand value exist in the development of New Guochao consumer culture.To address these challenges,it is crucial to enhance the spiritual and cultural con-sumption power of youth,reconstruct the brand value of“New Guochao”and promote the deep inte-gration of cultural and technological consumption.These measures will enrich the cultural interaction experience of youth,and inspire their emotional resonance with culture.It is equally important to seize the new opportunities from the upgrading of consumer structures,and unlock the potential of New Guochao consumer culture,thus to further meet the demand for high-quality spiritual lives of the people.

关 键 词：新国潮 中华优秀传统文化 文化自信 当代青年 

分 类 号：G124[文化科学]