A Study On The University Students’ Consumption Behavior Influenced By Pop Culture

In economic information globalization today, the contemporary college studentsloath philistinism but fear to be outdated. They pursue identity whereas wish to bethey follow the mode and experience fashion. They create, spread, accept andreproduce popular cultures therefore distinguish themselves from the masses. Theyare sensitive and vogue oriented. To investigate from the angle ofmass-communication studies, media undoubtedly play an impelling role in shapingpopular cultures. The issue of media and popular cultures has been widely regarded inwestern countries, Whereas in China, to combine popular culture with consumerbehavior are still too few, especially to chose the university students as the mainobjects. From that point, this thesis consists of three parts and conclusion of the text,by means of studying university students’ consumption present situation influenced bythe popular culture to conclude that some guiding principles, channels and measures.Firstly, it is an introduction about pop culture. The preface has introduced thesubject selection, research situation, research purpose, thoughts and methods and soon. Part two has given a summary about pop culture, include its connotation,characteristic and how to spread. In addition, because of this research subject is thecontemporary college students, after all, college students are a special group, thephysical and mental development is not mature, and the general public culturalinterest also has the very big difference with the general public, society and differentliving environment and growth environment, based on these considerations, to morescientific and accurate analysis of campus popular culture and college students’consumer behavior of college students and the relationship between society’ popularculture features, will be singled out to be explored to appear particularly necessary.Secondly, status quo and origin of university students’ consumption behavior influenced by pop culture which include positive and negative influence, status quoand origin., it mainly analyzed from two part which are individual factors andenvironment factors. Also, the key point is the environment which include societyenvironment factor and campus environment factor.From those to draw part four thatsome guiding principles, channels and measures about university students ’consumption behavior influenced by pop culture. According to the ideological andpolitical education theory, the principles include combining ideological with politicaleducation, combining subjectivity with leading, combining trendiness with practicalapplications, combining innovation with succession. And then, according to theseprinciples and channels, it gave some concrete practice.