由“光棍节”至“购物节”:“双十一”在中国的文化传记

发布时间：2018-04-14 11:18

本文选题：光棍节 + 购物节　；参考：《中国青年研究》2017年05期

【摘要】："双十一"指"11月11日",原为"单身者"的节日,是改革开放以来应对人口结构变迁与"婚姻挤压"的一种文化策略。近年来,在资本市场、新消费主义的作用下,"双十一"俨然成为"购物狂欢节"。本文梳理"双十一"节日在中国的文化变迁历程,将"光棍节"视为一种物化的社会生命,剖析节日主体是如何与中国人口结构、市场机制、新消费主义等结构机制互动,塑造了"双十一"的不同文化意义。基于对"双十一"的文化传记,强调结构与行动之间的关系的历史性、互动性。
[Abstract]:"Shuang11" refers to "November 11", which used to be the holiday of "single person". It is a cultural strategy to cope with the demographic change and "marriage squeeze" since the reform and opening up.In recent years, under the influence of capital market and new consumerism, "double Eleven" has become "shopping carnival".This article combs the cultural change course of "double Eleven" festival in China, regards "Singles Day" as a kind of materialized social life, analyzes how the festival main body interacts with Chinese population structure, market mechanism, new consumptionism and so on.It shapes the different cultural significance of "double Eleven".Based on the cultural biographies of double Eleven, the historical and interactive relationship between structure and action is emphasized.
【作者单位】：中山大学社会学与人类学学院;
【分类号】：C913.3;G05

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