社会杂志 ›› 2010, Vol. 30 ›› Issue (2): 156-177.

• 论文 • 上一篇    下一篇

“汽车梦”的社会建构:对《南方周末》（1998～2007）汽车广告内容的分析

林晓珊  浙江师范大学法政与公共管理学院社会工作系   

  1. 林晓珊  浙江师范大学法政与公共管理学院社会工作系
  • 出版日期:2010-03-20 发布日期:2010-03-20

The Social Construction of the “Auto dream”： A Content Analysis of Auto Advertisements in Southern Weekly （1998-2007）

Lin Xiaoshan，Department of Social Work， School of Low and Public Administration， Zhejiang Normal University   

  1. Lin Xiaoshan，Department of Social Work， School of Low and Public Administration， Zhejiang Normal University
  • Online:2010-03-20 Published:2010-03-20

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摘要：

今日中国，拥有汽车已成为大多数城市家庭幸福生活的一种理想。在“汽车梦”的社会建构过程中，作为一种消费意识形态的汽车广告在其中起了非常大的作用。本文以《南方周末》（1998～2007）为例，对近十年的汽车广告内容进行分析。文章认为，“个体享乐性想象认同”和“社会参照性成功认同”是汽车广告用来建构“汽车梦”的两个重要的“认同策略”，其影响作用远远超过了汽车广告中的“功用策略”，对广告内容分析的结果证明了本文所提出的研究假设。文章最后对“汽车梦”为什么在近十年得到极力建构的社会根源进行了探讨，并对其所带来的潜在的社会后果进行了深刻的反思。

关键词: 地方分权, 行政成本, 统治风险, 郡县制, 中央集权, 汽车梦 ,   汽车广告 ,   认同策略 ,   内容分析 ,    社会建构

Abstract:

In China today， owning a car has become a symbol of a happy life to most urban families． As an ideology of consumption， auto advertisements have played a great role in the social construction of the “auto dream．” This paper reports a content analysis of the auto advertisements in Southern Weekly （1998-2007）． The “selfhedonic imagination identity” and “socialreferencing success identity” are the two most important “identity strategies” with which auto advertising has constructed the “auto dream．” Their effect is far greater than that of the functional strategy in auto advertising． These hypotheses of the author’s are verified by the results of the content analysis． The paper concludes with a discussion of the social roots for the powerful construction of the “auto dream” in the recent 10 years and an indepth reflection upon this dream’s potential social consequences．

Key words: centralization, decentralization, the system of prefectures and counties, rising risks, administrative cost, the “auto dream” ,   auto advertisement  ,  content analysis ,  identity strategy  ,  social construction