The Empirical Analysis On The Communication And Construction Of Consumption Cultural Ideas In The Party Newpapers In China

Consumption is the basic condition of human existence and development,while the consumption culture has its own history, there are different consumption cultural shapes in the different time. The modern society is controlled by the mass media, as the carrier and symbol of consumption culture, the mass media dissemination system and the advertisement acoustic image are flooding the space of people's life, operating the contents and ways of the basic necessities of people's life,affecting people's activity of consumption, and they will guide the development direction of the consumption culture finally. At the same time, the media carries out consumption culture, cateres to the ordinary populace's consumption psychology, attracts the greatest quantity of the audiences, then the audiences will be betrayed by the media for the advertising agent, by this way,the media will gain higher amount advertising expenditure. The media and consumption culture developed mutually in the plot paragenesis, and the mass media merges into the consumer behavior through each report and advertisement in order to culture add fuel to the flames for the popular to the consumption culture.Based on this kind of relations of the media and consumption culture as well as the popular to the consumption culture in modern society,it is more significant to research the consumption cultural ideas in China under the media environment in present age. In this paper,we selected party newspaper as the object of study.This paper, taking "People's Daily" and "Shaanxi Daily" as examples,samples and collects the news and advertisements of these two newspaper from 2000 to 2009, and uses the software of SPSS to make the content analysis and text interpretation for the collecting data, aiming at understanding the inclusive concept of consumer culture in the party newspapers from two aspects of the consumer culture theory and Marxism-consumer demand theory and attempting to provide quantitative information and rational thinking for constructing a new concept of consumer culture.