女性网站（频道）的消费主义倾向探析

发布时间：2018-03-08 12:12

本文选题：消费主义　切入点：网络传播　出处：《河北大学》2012年硕士论文　论文类型：学位论文

【摘要】：20世纪五十年代以来，随着西方经济的发展，西方学者们就消费社会消费主义展开了大量讨论与研究，他们从社会经济发展的背景之下入手，从各个角度和层面上对消费社会的到来进行解析。消费主义作为一种全球化过程中的文化现象，在我国经济社会中引起了广泛的影响，因此我国的大众传媒消费主义文化的产生也是一种必然。在信息化社会的当今，网络传播以其优势在大众媒介中起着不可匹敌的作用，其传播特点同样受到了消费主义文化的影响。女性网站（频道）因其针对受众人群更加明确，而表现出的消费主义文化更为突出。本文以理论与文本相结合为原则，通过内容分析法，定量分析法、文本分析法等研究方法，选择了商业门户网站中的最具代表性的三大门户网的女性频道：新浪女性、搜狐女人、网易女人作为本文的研究对象，分析三个频道的首页界面表现形式和文本内容选择上所表现的消费主义倾向。本文首先从女性网站（频道）表现出的消费主义倾向背景原因探讨，从社会转型、女性消费心理及网络传播与消费主义构建三方面进行了较为详尽的论述。然后通过首页界面中的频道设置、图片选择、广告表现及版面设计四方面进行了数据统计与论述，再通过内容表现上的标题设置和文本内容选择进一步分析女性频道的消费主义体现。在此基础上，本文分析了女性频道如何构建消费文本，从消费符号构建、消费理念构建及女性形象的消费文本构建三方面进一步阐述。在文本内容分析基础之上，对女性网站（频道）所表现出的消费主义倾向从社会责任论及精神文化两个层面进行了反思，通过发现的问题提出个人对女性网站今后发展的几点建议。
[Abstract]:Since 1950s, with the development of western economy, western scholars have carried out a great deal of discussion and research on consumerism of consumer society. They start from the background of social and economic development. As a cultural phenomenon in the process of globalization, consumerism has caused extensive influence in our country's economy and society. Therefore, the emergence of mass media consumerism culture in our country is inevitable. In the information society, network communication plays an unparalleled role in mass media with its advantages. The characteristics of communication are also influenced by the culture of consumerism. Women's websites (channels) show more prominent consumerism culture because they are more explicit to the audience. Based on the combination of theory and text, this paper chooses the three most representative female channels in business portal: Sina female, through the research methods of content analysis, quantitative analysis, text analysis and so on. Sohu woman, NetEase woman as the research object of this paper, analyzes the three channels of the first page interface expression form and the text content choice performance consumerism tendency. This paper first discusses the reasons for the consumerism tendency of women's websites (channels), from the social transformation, In this paper, women's consumption psychology and network communication and consumerism construction are discussed in detail. Then, through the four aspects of channel setting, picture selection, advertising performance and layout design in the home page, the author makes statistics and exposition. On the basis of this, this paper analyzes how to construct the consumption text of the female channel, and constructs the consumption symbol from the perspective of the consumption symbol. On the basis of the analysis of the content of the text, the construction of the consumption idea and the consumer text of the female image are further elaborated. This paper reflects on the consumerism tendency of women's websites (channels) from two aspects of social responsibility and spiritual culture, and puts forward some personal suggestions on the future development of women's websites through the problems found.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206

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