Research On The Influence And Countermeasures Of Vulgar Consumerism In "Short Video" On College Student’s Consumption View

With the rapid development of short video,vulgar consumerism accelerates its spread in China with the help of "short video" platform.Vulgar consumerism is a kind of fetishism in essence,and the purpose of propaganda is not to pursue the use value of things,but to pursue the symbolic meaning behind things,that is,the symbolic value of things,which is manifested in conspicuous consumption,comparative consumption and enjoying consumption in the process of consumption.The values such as "symbolic value" and material enjoyment,which are respected by vulgar consumerism in "short videos",have a certain influence on college students’ consumption view,and under its influence,some college students’ consumption behavior tends to be irrational and their consumption psychology is deformed.This has attracted the attention of domestic scholars,highlighting the necessity and urgency of building a strategy to deal with the influence of vulgar consumerism in "short videos".Through a questionnaire survey of four representative universities in Hunan Province,supported by questionnaire data and related theories,the author analyzes the influence and reasons of vulgar consumerism in short videos on college students’ consumption view,and puts forward concrete countermeasures for college students to establish healthy consumption view under the influence of vulgar consumerism in short videos.The full text is mainly discussed from five parts.The first part: starting from the theory and reality,it gives a general overview of "consumerism" and "short video".In theory,this paper expounds the concept,causes,main manifestations and the essence of vulgar consumerism,and discusses the meaning,types and communication characteristics of "short video";On practical issues,this paper expounds the emergence of vulgar consumerism in "short video" and the manifestation of consumerism in "short video".As the logical starting point of this paper,it provides the corresponding theoretical basis and practical basis for the following research.The second part: the discussion and data analysis of the questionnaire.Including three aspects: First,clarify the questionnaire design and questionnaire survey process;The second is to analyze the survey results,including the basic situation of the survey samples and the use of "short videos" by college students;The third is to analyze the difference between the related factors and the vulgar consumerism in the "short video" on college students’ consumption view.The empirical investigation in this chapter provides data support for the following research.The third part: Study the problems of college students’ consumption view under the influence of vulgar consumerism in "short video".This chapter systematically analyzes the characteristics of college students’ consumption psychology and consumption behavior under the influence of vulgar consumerism in "short video",which provides a realistic basis for the following research.The fourth part: Attribution analysis of the problems existing in college students’ consumption view under the influence of vulgar consumerism in "short video",starting from three aspects: "short video" +vulgar consumerism caters to college students’ information acceptance psychology,the dilemma of traditional ideological and political education mode to deal with new problems,contemporary college students’ consumption psychology,and the immature ability of analysis and discrimination.The fifth part: Under the influence of vulgar consumerism in "short video",how to establish scientific consumption view of college students is studied.This chapter is the focus and logical end point of this paper.Aiming at the first two chapters,the corresponding countermeasures are constructed from three aspects: strengthening the research of "short video",changing the theory of ideological and political education,innovating the content of college students’ consumption ethics and consumption view education,and optimizing the methods of college students’ consumption view education.