摘要
2019年2月26日,星巴克咖啡宣布其将在中国门店发售一款限量版的粉色"猫爪"玻璃杯,随后不少网友为了抢购这一限量"网红杯"熬夜排队甚至大打出手。本文以随着社交网络传播而成为网红产品的"猫爪杯"为研究对象,先描述网红产品的兴起和"猫爪杯"的流行,再从社会文化、媒介、受众角度详细分析"猫爪杯"流行的原因,最后分析"猫爪杯"背后折射出的消费主义对社会的影响,从而由点及面地对网红产品背后的消费文化进行深度解读。
On February 26, 2019, Starbucks Coffee announced that it would release a limited edition of pink "cat claw" glass in Chinese stores. Many Internet users queued up to wait for the limited edition "cyberstar cup", even fighting for each other. This thesis takes the "cat claw cup" which becomes the network product with the spread of social network as the research object, first of all,we will describes the rise of cyberstar products and the popularity of "cat claw cup". The author analyzes in detail the reasons why the "cat claw cup" became popular from the perspective of social culture, media, and audience and the influence of consumerism reflected in the "cat claw cup" on the society, providing in-depth interpretation of consumer culture behind cyberstar products from individual cases to the whole group of products.
作者
熊江武
鞠惠冰
Xiong Jiangzvu;Ju Huibing
出处
《传媒观察》
2019年第5期28-33,共6页
Media Observer
基金
中国博士后科学基金特别资助项目"广告传播与消费文化研究"(项目号:2016T90241的研究成果
关键词
网红产品
猫爪杯
消费文化
受众
吸猫文化
cyberstar products
cat claw cup
consumer culture
audience
cat culture
