口红与巫术——从人类学视角看YSL“星辰”系列口红热销

发布时间：2018-05-31 14:04

  本文选题：口红 + 巫术　； 参考：《学海》2017年06期

【摘要】：本文以2016年年底网上热传的一条题为"叫男友送YSL星辰,他什么反应?"的帖子为例,通过论析该帖为何能在短时间内促进YSL品牌"星辰"系列口红的热销,探讨社会环境影响个体消费行为的作用机制和个体的反馈机制。文章认为,文化传统、大众传媒以及商家对口红品牌的打造等外部环境在口红、美貌、消费者身份地位之间建立起关联,制造并强化了一套有关口红的"巫术"。然而,帖子在不同性质网络平台传播的过程中,制造了新的议题和空间,促使消费者在口红的"巫术"中增加了爱情的维度。在此过程中,消费者从"巫术"的接收者变成了制造者,这强化了"巫术"的作用,最终提升了"星辰"口红的销量。
[Abstract]:This article is based on an online hot post at the end of 2016 entitled "ask your boyfriend to send YSL stars. What's his reaction?" By analyzing why the post can promote the popularity of YSL brand "Xingchen" lipstick in a short period of time, this paper discusses the mechanism of social environment influencing individual consumption behavior and individual feedback mechanism. The article holds that the external environment, such as cultural tradition, mass media and merchants' building of lipstick brands, establishes a link between lipstick, beauty and consumer status, and makes and strengthens a set of "witchcraft" about lipstick. However, in the process of spreading different kinds of online platforms, posts create new issues and spaces, and promote consumers to increase the dimension of love in the lipstick "witchcraft". In the process, consumers have changed from recipients of witchcraft to manufacturers, which reinforces the role of witchcraft and ultimately boosts sales of Star lipstick.
【作者单位】： 中国社会科学院社会学研究所;
【分类号】：C912.4
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本文编号：1959989