“Z世代”大学生国潮文化消费热潮的理性审思  

Rational Review of the National Trend Cultural Consumption Boom of"Generation Z"College Students

作　　者：李军刚 郭月薇 LI Jungang;GUO Yuewei(School of Marxism,Northeast Forestry University,Harbin,Heilongjiang 150040,China)

机构地区：[1]东北林业大学马克思主义学院,黑龙江哈尔滨150040

出　　处：《北京城市学院学报》2025年第2期113-120,共8页Journal of Beijing City University

基　　金：黑龙江省高等教育教学改革研究项目:高校研究生“大思政课”协同育人机制研究;东北林业大学研究生教育教学研究项目:高校研究生“大思政课”协同育人机制研究(DGYYJ2024-40)。

摘　　要：剖析“Z世代”大学生国潮文化消费热潮的内在逻辑,离不开国家经济持续增长与制造业转型升级的支撑、文化基因觉醒与文化自信环境的驱动、数字技术发展与传播媒介变迁的赋能。然而文化元素的堆砌滥用、“伪国潮”消费主义陷阱、盲目追求高价等现象的存在忽视了“Z世代”大学生对精神文化内核的追求、消耗其文化传承的热情、误导了该群体正向的文化消费观念。破解之策不仅需要品牌方深挖优秀传统文化内核、传承创新引领风尚;还应增强对“Z世代”大学生的历史文化教育和理性消费教育。The fervor for national trend cultural consumption among"Generation Z"college students reflect their steadfast cultural identity,conviction in cultural development,and adherence to cultural authenticity.This phenomenon stems from three foundational drivers:sustained national economic growth coupled with industrial upgrading,awakened cultural DNA within a confidence-building environment,and digital technological empowerment through evolving media ecosystems.However,critical issues emerge—including haphazard appropriation of cultural elements,pseudo-national trend consumerist traps,and irrational premiumization trends—which undermine spiritual-cultural pursuits,dilute heritage transmission enthusiasm,and distort constructive consumption values.Counterstrategies require dual approaches:commercial entities must deepen cultural excavation and innovate heritage reinterpretation,while simultaneously strengthening historical literacy education and rational consumption cultivation for"Generation Z"college students.

关 键 词：“Z世代”大学生 国潮文化 文化自信 

分 类 号：C913.6[经济管理] G641[社会学] G124[文化科学—高等教育学]