Chinese Journal of Sociology ›› 2010, Vol. 30 ›› Issue (2): 156-177.

• Articles • Previous Articles     Next Articles

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

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