数字传播背景下粉文化对大学生消费观的影响

Fan Culture's Impact on College Students' Consumption in the Era of Digital Communication

在数字传播时代下,粉文化正在颠覆与重构数字生活空间的新价值,并创造了新的消费需求,深刻影响着当代大学生的消费观。大学生作为消费市场增长的新生代主力,是粉文化的主要参与传播者。但粉文化是一把双刃剑,一方面在精神文化内容消费、公益性与参与式消费上产生积极影响;另一方面也导致了大学生消费观的异化,淡化了主体性,将消费能力与自我价值等同化。因此,为科学塑造大学生网络消费观,减弱粉文化的消极影响,须以马克思主义消费观为指导,从粉丝平台运营、高校教育引导、大学生自我管理、政府法制监管、家庭示范榜样五个方面协同发力,针对大学生粉丝建立起一套科学有效的消费教育和引导机制。

In the era ofdigital communication, the fan culture is transforming and reconstructing the values ofthe digital world By creating new-consumption demand, fan culture is exerting a profound impact on consumption of college students, the new generation that boosts the growth of the consumer market and the major participants of the fan culture. In spite of its positive contribution to culture consumption in content, public service and in involvement, the fan culture also plays a negative influence on college student＇s attitude to consumption by confusing consumption and self-value. To reduce the negative influence of fan culture on college student＇s consumption, efforts must be made in online fans platform operation, consumption education, student self-discipline, legal supervision and family modelling, so that college students have correct viewon consumption