The Effect-study Of Mass Communication To The White Collar's Life Style Of Consumption

Based on the macro-social background that the white collar's formation brings the social structure to change. We choose the white collar's(TWC) life style of consumption(LSOC)as our research theme. Taking social effect theory as our supporting point, we apply questionnaire investigation, case interview and comparison analysis methods to describe status quo of TWC LSOC with different consumer perception, and then, we discuss the influencing force and function to TWC LSOC. We find out main influencing factors and existent problems, and further put forward corresponding countermeasure.The research expatiates on the theme in two main aspects. On one hand, the thesis describes the status quo of the TWC LSOC by describing its five elements. Firstly, it sets forth the status quo of TWC consciousness of consumption and differentiates consumer type, finding that consumer concept is in transmission interim from traditional type to modern type and presents multi-perspectives state. Secondly, it probes into the status quo of consumer habit and mode, thinking that consumer habit has formulized related to their occupations and that consumer mode is distinct in ordinary life, brand, network and relaxation of consumption. Respective influencing factors are consumer concept, social class and information channel. Thirdly, comparison analysis method is used for expounding the status quo of TWC consumption standard and structure. By study, we find that TWC consumption standard is higher than urban families' in Wuhan. We also reach the conclusion that TWC structure of consumption tends to spiritual rather than material consumption. As for spiritual consumption, the rate of intellect-development expending is much larger than recreation expending. The statistics data show that income and consumer concept have marked effect on it.On the other hand , multivariate regressive analysis method is applied to focus on effect-degree of mass communication factor on TWC consciousness of consumption. We find out that information channel, educational level and media content trusted by the white collar have remarkable influence on it. Among them, paper media channel of consumer information is the most influencing force. Then, we analyze subjectively the function of mass communication in transformation of TWC LSOC with the help of part case interview data, finding that its positive function is primary but its negative effect is not negligible. It can strengthen intrinsic consumer perception to promote the formation of new consumer habit and fashion while transmitting consumer information.Finally, on the basis of the research conclusion, we point out possible mistakes existing in TWC LSOC and discuss the measure to practical activities of corporations, mass communication organization and relative government departments.