消费文化视阈下Z世代的自我表达与文化认同

Self-Expression and Cultural Identity of Generation Z from the Perspective of Consumer Culture

近年来,随着社会高速发展,消费已逐渐从经济概念转化为文化概念。在消费社会与后现代主义的语境下,Z世代形成了不同于“前浪”的生活态度和消费方式。本文聚焦消费文化视阈下的Z世代,综合传播学、符号学、营销学、文化研究等多方要素,探究消费文化的传播内容及其认同机制,旨在为年轻消费市场的发展提供有益启示。In recent years, with the rapid development of society, consumption has gradually shifted from an economic concept to a cultural concept. In the context of consumer society and postmodernism, Generation Z has formed a different attitude towards life and consumption from the previous wave. This article focuses on the Z generation from the perspective of consumer culture, integrating various elements such as communication, semiotics, marketing, and cultural research to explore the dissemination content and identification mechanism of consumer culture, aiming to provide useful insights for the development of the young consumer market.