“80后”消费异化行为的社会学分析

发布时间：2018-03-17 18:25

本文选题：“80后”　切入点：消费行为　出处：《安徽大学》2011年硕士论文　论文类型：学位论文

【摘要】：“80后”这一术语本来是指国内文坛1980--1989年出生的年轻作家。后来,“80后”概念的外延逐渐扩大到1980年代出生的运动员和艺人,继而扩展至其他领域,最终被用来指代整个1980年代出生的一群人。在世代意义上对应着我国首批“独生代”即20世纪70年代末推行计划生育政策后十年间出生的一代。从社会学角度看,这一时代的人具有一定的群体特征,他们之所以被称为“新新人类”,在很大程度上取决于他们的消费价值观念,变数多,赶潮流,易产生趋同倾向。消费行为,从经济学角度,是指“消费者从购买到消耗消费品的全过程中的内心活动和举止行为,包括需求动机的形成、购前准备、购买决策、购买行为、与消费对象的占有和使用的消费效果等一系列行为过程”。社会学取向的消费行为没有像经济学将消费者仅仅定位为一个受变量的角色,他们将消费过程中的消费者看作是生活在社会关系中真实的人来研究,消费不但对经济的作用贡献巨大,而且消费行为越来越成为现代人社会与文化生活的主角。随着我国经济的快速发展,人民生活水平的迅速的提高,“80后”的消费异化行为越来越受到各方的关注,在这种消费观念的冲击下,他们特别重视物质消费,往往通过过度的物质占有或消费途径来满足其精神上的需要。通过有形的物质消费来达到心理的满足,作为一种炫耀的行为,其他人很容易模仿。这种炫耀象征着一种身份和地位,也很容易引起其他人的攀比。对“80后”的消费异化行为进行研究有着深刻的意义。就我国的实际情况来看,近年来,有些人把毫无节制的消费、挥霍无度的物质享受和追求无止境的消遣当作人生的最大意义。如此消费文化的泛滥,不仅使人改变着长期积累下来的高尚道德价值观念,更使许多人把消费水平当作衡量人的贵与贱、荣与辱的价值尺度。它的存在已经对我国的市场经济发展和精神文明建设产生了较大的消极作用。所以,如何突破这异化的文化,由异化的消费模式走向绿色消费和可持续消费,实现人的全面发展及人与自然的和谐共存,已成为时代摆在我们面前的个严峻课题.因此对消费异化行为内在逻辑及外在行为特点的研究,揭示出他们所在生活世界的生活方式,这种生活方式不仅时刻影响着他们的生活,也影响着整个经济产业以及消费社会。对这种生活方式进行总结,不仅能对消费异化行为和消费动机给予适当引导,同时,也有利于大众文化产业以及社会公益事业的繁荣和我国经济社会的发展。消费研究有三种理论视角,消费的生产、消费的方式以及消费的文化。在消费主张贴吧的帖子以及和“80后”网友的聊天中我们可以看出,当代“80后”的消费行为大都是盲目的,无效的,不理智的。虽然他们的消费行为是一种自主性的实践活动,但这种自主性是要打上一个问号的,他们这种自主重视了形式而忽视了内容,是被动的,是一种符号型的活动。他们赋予消费产品更多的符号意义,象征功能。本文从社会学的视野角度对消费异化行为进行研究,基于当代“80后”的消费行为,结合异化理论,分析他们消费异化背后的深层特点及原因,从而引导他们正确合理健康的消费。消费异化行为作为一种实践活动,有着与其他消费行为不同的特点。随着科技的进步和社会的发展,消费异化越来越受到更多人的重视与关注,对于这方面的研究也有了更多的社会意义。
[Abstract]:The term "80" originally refers to young writers born in Chinese literary world. 1980--1989 years later, the "extension of 80" concept gradually expanded to the birth of the athletes and artists in 1980s, and then extended to other areas, the end is used to refer to a group of people born in 1980s. In the generation of meaning corresponds to China's first "only child generation" that at the end of 1970s the implementation of family planning policy in ten years after the birth of a generation. From the perspective of sociology, the people of this age group has certain characteristics, they are called "new-new generation", largely depends on their consumption values, variables, catch the tide, easy to produce convergence tendency.
From the angle of economics, consumer behavior, refers to the whole process of "consumer goods from purchase to consumption in the heart activity and behavior, including demand motivation, purchase preparation, purchase decision, purchase behavior, and consumer objects of the possession and use of effects and a series of consumer behavior consumer behavior and social process. Learning orientation did not like economics only targeting the consumer role as a subject variable, they will be spending as consumers in the process of life in the real social relations to study the economic effect of consumption not only offer a huge tribute, and consumer behavior has become more and more modern social and cultural life of the protagonist.
With the rapid development of China's economy, people's living standards improved rapidly, and the alienation of consumption behavior after 80 "more of the parties concerned, in which the impact of consumer attitudes, they pay special attention to the material consumption, often through the possession or consumption of excessive material means to meet their spiritual needs. Through tangible the material consumption to achieve the psychological satisfaction, as an act of showing off, others are easy to imitate. This show of a symbol of identity and status, it is very easy to cause other people's comparisons.
The behavior of consumption alienation "after 80" research has profound practical significance. The actual situation in our country, in recent years, some people have no control of the consumption, the greatest significance of break the pale endless pursuit of material comfort and entertainment as life. This spread of consumer culture, not only changing people's long-term accumulation the high moral values, but many people the level of consumption as a measure of the expensive and cheap, honor and disgrace value scale. Its existence has been on the development of China's market economy and the construction of spiritual civilization has produced negative effects. Therefore, how to break through the culture of alienation by alienation consumption patterns towards green consumption and sustainable consumption, harmonious coexistence and achieve the comprehensive development of man and nature, has become the era before us a serious issue. So the logic in the alienation of consumption behavior Research and external behavior characteristics, reveal the life world of life where they are, this way of life affects not only the moment of their life, but also affect the entire economy industrial and consumer society. Summary of this way of life, not only on the alienation of consumption behavior and consumption motivation to give appropriate guidance, at the same time, also has development for the mass culture industry and the prosperity of social welfare and the economic society of our country.
There are three theoretical perspectives consumer research, production and consumption, consumption patterns and consumer culture. We can see that in the consumer advocate Post Bar posts and "80" users in chat, consumer behavior of contemporary "80" are mostly blind, ineffective and irrational. Although their consumption behavior is a kind of autonomous practice, but this autonomy is a question mark, they form such a self neglect of attention content, is passive, is a kind of symbolic activity. They gave the symbolic significance of consumer products more symbolic function.
The alienation of consumption behavior was studied from the sociological point of view, the consumption behavior of contemporary "80" based on the combination of the theory of alienation, deep analysis of characteristics and reasons behind their alienation of consumption, in order to guide them correctly and reasonably healthy consumption. Consumption alienation behavior as a kind of practice, there are different characteristics with other consumer behavior. With the advancement of technology and social development, consumption is becoming more and more attention and more attention, the research about this aspect also have more social significance.

【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：C912.63

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