北京青年研究

在消费社会里,商品本身包含的各种意象与符号如美感、品位、情调、身份和气氛等,正成为主导一部分人消费行为的内在驱动力。符号消费也已经成为对社会时尚前沿较具感知力的大学生在日常生活中的重要景观。个性展示与个身份认同、视觉图像审美、大众传媒尤其是广告与影视的驱动影响等因素构成了大学生专注符号消费的动机。由此,高校德育工作者应充分认识大学生符号消费正功能的价值,这有利于教育者更好地理解当代大学生的消费行为,有利于教育者强化教育教学载体的可视性与可欣赏性;同时高校教育者也要注意加强对大学生符号消费负功能的正确引导。

In the consumer society, the commodity, which contains a variety of images and symbols such as beauty, taste, emotional appeal, identity and atmosphere, etc., is becoming a dominant part of the internal driving force of consumer behavior. Symbolic consumption has become the leading edge of the social fashion of college students in the daily life of the important landscape. Personality display and identity, visual image aesthetic, mass media, especially the impact of advertising and television and other factors constitute the motivation of college students to focus on symbolic consumption. Therefore, college moral educators should fully understand students' symbol consumption function value, which can help educators better understand consumer behavior of contemporary college students, to strengthen education teaching carrier of visualization and appreciation; at the same time the university educators should pay attention to strengthen the correct guidance of college students consumption negative function.