论文部分内容阅读
本文基于对淘宝网的实证研究,探讨了新媒体如何与消费主义的融合。经济全球化的浪潮、网络新媒体的崛起,使新的意识形态——消费主义借助新媒体而弥漫开来。淘宝网成了新媒体与消费主义融合的理想平台。淘宝网一方面利用新媒体的传播技术优势,另一方面将传统的广告手段更新,通过各种途径、方式,实现消费主义的有效表达,用以召唤和开发人的消费欲望。本文还对淘宝网中受众消费行为的数据分析,进一步探讨了新媒体推行消费主义给人们以具体深入的影响。
Based on an empirical study of Taobao, this article explores how the new media is integrated with consumerism. The wave of economic globalization and the rise of new online media have filled the new ideology-consumerism with new media. Taobao has become the ideal platform for the integration of new media and consumerism. On the one hand, Taobao uses the advantages of the new media technology to disseminate it. On the other hand, Taobao updates the traditional means of advertisement and realizes the effective expression of consumerism through various ways and means so as to summon and develop people’s consumption desire. This essay also analyzes the data of audience consumption behavior in Taobao, and further explores the concrete and in-depth influence that new media promotes consumerism.