星座文化的商业化传播及其影响研究
发布时间：2019-03-02 17:33
【摘要】：自20世纪80年代传入中国以来，西方占星学中的“星座”概念在中国大众媒介的传播与改良之下，已经从异域文化逐渐发展成为一种新式俗信的中国“星座学说”，甚至转化为时尚流行的“星座文化”。星座文化藉由以网络为代表的多样性媒体传播频频出现在热门网站、报纸杂志专栏甚至时尚综艺节目中，并受到了以青少年为主体的受众群的热烈追捧。这些星座爱好者对星座文化都有不同程度的了解与喜爱，更有甚者视星座文化为自己工作生活的唯一指导，对星座文化形成了一种深度迷恋。与此同时，星座文化也成为了商家与广告创意人的宠儿，市场上与星座文化有关的产品层出不穷、以十二星座为创意点的商业宣传活动也越来越多，星座文化也渐渐的从单纯的大众文化转变成了一种商业化营销传播的元素，星座文化的商业化传播也渐渐的形成并兴起。针对星座文化在我国的流行现状，特别是星座文化自身具有的占卜迷信成分对我国社会大众带来的负面影响，有不少社会学、心理学与教育学的学者进行了相关的研究并表示了不同程度的担忧，这些学者认为中国“星座文化”是披着高科技伪装的洋迷信，，不但于青少年的身心健康不利，更是全球化大趋势之下西方文化对中国文化的入侵。我国学者在对星座文化在我国的传播流行进行研究的同时却对日益发展的星座文化的商业化传播活动研究甚少，对目前已有的星座文化商业化传播活动的形成原因、传播形式特点特别是其产生的社会影响缺乏深入系统的研究，不但形成了理论研究上的空白，而且致使未来星座文化商业化传播活动的有序健康发展缺少了现实层面的指导与规范。 本选题以星座文化的商业化传播及其影响研究为题，以星座文化的商业化传播为研究对象，以营销传播学为理论基础，同时借鉴社会学、心理学、教育学等研究成果，以星座文化在我国的传播过程为研究的切入点，在系统梳理星座文化在我国不同时期传播的基本状况基础上，重点分析了星座文化的商业化传播问题：包括商业化传播形成的原因、传播形式、传播策略及特点；尤其对星座文化商业化传播所产生的积极的营销价值和负面的社会影响进行了深入的揭示；针对星座文化商业化传播产生的负面影响，力求从社会政府监管部门、行业主体、受众群体等与星座文化商业化传播活动相关的责任群体的角度提出相应的解决对策，规范不恰当的传播活动，使其负面社会影响降到最低，以求经济利益与社会发展的和谐统一，为未来星座文化商业化传播提供现实层面的有价值的指导。
[Abstract]:Since it was introduced into China in the 1980s, the concept of "constellations" in Western astrology has gradually developed from foreign culture to a new type of "constellation theory" in China under the dissemination and improvement of Chinese mass media. It can even be transformed into a popular "horoscope culture". Constellation culture appears frequently in popular websites, newspaper and magazine columns and even fashion variety shows through the diversity of media dissemination represented by the network, and has been enthusiastically pursued by the audience with teenagers as the main body. These zodiac enthusiasts have different degrees of understanding and love of constellation culture, and even more, they regard constellation culture as the only guidance of their work and life, forming a kind of deep infatuation with constellation culture. At the same time, constellation culture has also become the darling of merchants and advertising creators. Products related to constellation culture emerge in an endless stream in the market, and more commercial publicity activities with the 12 constellations as the creative point are being carried out. Constellation culture has gradually changed from simple mass culture to a kind of commercial marketing communication element, and the commercial communication of constellation culture has also gradually formed and emerged. There are a lot of sociology in view of the popular situation of constellation culture in our country, especially the negative influence of divination superstition on our society caused by horoscope culture itself. Scholars in psychology and pedagogy have conducted relevant studies and expressed varying degrees of concern. These scholars believe that China's "horoscope culture" is a foreign superstition disguised by high-tech, which is not only detrimental to the physical and mental health of young people. It is the invasion of western culture to Chinese culture under the trend of globalization. While studying the spread and popularity of constellation culture in our country, Chinese scholars have little research on the commercial communication activities of the growing constellation culture, and the reasons for the formation of the existing commercial communication activities of constellation culture. There is a lack of thorough and systematic research on the characteristics of communication forms, especially its social impact, which has not only formed a blank in theoretical research, Moreover, the orderly and healthy development of the commercialized communication activities of the constellation culture in the future lacks the guidance and norms at the realistic level. This topic focuses on the study of commercialized communication of constellation culture and its influence, takes the commercial communication of constellation culture as the research object, takes marketing communication as the theoretical basis, and draws lessons from sociology, psychology, pedagogy and other research achievements, as well as the research results of sociology, psychology, pedagogy and so on. Taking the spread process of constellation culture in our country as the breakthrough point of study, on the basis of systematically combing the basic situation of the spread of constellation culture in different periods of our country, It focuses on the analysis of the commercial communication of constellation culture: including the reasons for the formation of commercial communication, the form of communication, communication strategies and characteristics; Especially, it reveals the positive marketing value and negative social influence produced by the commercialized communication of constellation culture. Aiming at the negative influence of the commercialized communication of constellation culture, this paper tries to put forward the corresponding countermeasures from the angle of social government supervision department, industry subject, audience group and other responsible groups related to the activities of constellation culture commercialization communication. Standardizing inappropriate communication activities to minimize its negative social impact, in order to seek the harmony of economic interests and social development, and provide practical and valuable guidance for the future cultural commercialization of constellations.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206;G124
本文编号：2433294
[Abstract]:Since it was introduced into China in the 1980s, the concept of "constellations" in Western astrology has gradually developed from foreign culture to a new type of "constellation theory" in China under the dissemination and improvement of Chinese mass media. It can even be transformed into a popular "horoscope culture". Constellation culture appears frequently in popular websites, newspaper and magazine columns and even fashion variety shows through the diversity of media dissemination represented by the network, and has been enthusiastically pursued by the audience with teenagers as the main body. These zodiac enthusiasts have different degrees of understanding and love of constellation culture, and even more, they regard constellation culture as the only guidance of their work and life, forming a kind of deep infatuation with constellation culture. At the same time, constellation culture has also become the darling of merchants and advertising creators. Products related to constellation culture emerge in an endless stream in the market, and more commercial publicity activities with the 12 constellations as the creative point are being carried out. Constellation culture has gradually changed from simple mass culture to a kind of commercial marketing communication element, and the commercial communication of constellation culture has also gradually formed and emerged. There are a lot of sociology in view of the popular situation of constellation culture in our country, especially the negative influence of divination superstition on our society caused by horoscope culture itself. Scholars in psychology and pedagogy have conducted relevant studies and expressed varying degrees of concern. These scholars believe that China's "horoscope culture" is a foreign superstition disguised by high-tech, which is not only detrimental to the physical and mental health of young people. It is the invasion of western culture to Chinese culture under the trend of globalization. While studying the spread and popularity of constellation culture in our country, Chinese scholars have little research on the commercial communication activities of the growing constellation culture, and the reasons for the formation of the existing commercial communication activities of constellation culture. There is a lack of thorough and systematic research on the characteristics of communication forms, especially its social impact, which has not only formed a blank in theoretical research, Moreover, the orderly and healthy development of the commercialized communication activities of the constellation culture in the future lacks the guidance and norms at the realistic level. This topic focuses on the study of commercialized communication of constellation culture and its influence, takes the commercial communication of constellation culture as the research object, takes marketing communication as the theoretical basis, and draws lessons from sociology, psychology, pedagogy and other research achievements, as well as the research results of sociology, psychology, pedagogy and so on. Taking the spread process of constellation culture in our country as the breakthrough point of study, on the basis of systematically combing the basic situation of the spread of constellation culture in different periods of our country, It focuses on the analysis of the commercial communication of constellation culture: including the reasons for the formation of commercial communication, the form of communication, communication strategies and characteristics; Especially, it reveals the positive marketing value and negative social influence produced by the commercialized communication of constellation culture. Aiming at the negative influence of the commercialized communication of constellation culture, this paper tries to put forward the corresponding countermeasures from the angle of social government supervision department, industry subject, audience group and other responsible groups related to the activities of constellation culture commercialization communication. Standardizing inappropriate communication activities to minimize its negative social impact, in order to seek the harmony of economic interests and social development, and provide practical and valuable guidance for the future cultural commercialization of constellations.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206;G124
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