The Post-80and The Post-90Media Consumption Relative Study

The Post-80and Post-90born in1980s and1990s,who becomes the main force of the consumer groupof current society，is the most active factor which propel the social culture forward and impact itsdevelopment. Media consumption, is refers to the consumer to all information propagation intermediary toobtain or enjoy and consumers themselves to media production, reproduction, dissemination, the mediumconsumption is mainly refers to the mass media consumption. Since they thrive under the influence of theMass Media,For one thing,the media constantly exert a subtle effect on their behaviors, ethical practicesand social relations, for another, as the backbone of new generation, they do and will become the majorconsumer group in the media consumption. However, owing to different upbringings, educational contextssocial economies innovations of the media technology, the new generation has a discrepancy in mediaconsumer psychology and media consumer behavior. The research on media consumption behavior of thepost-80and post-90has become a "hot-spot" in the current academic media consumption research.According to the contrast research on the media consumption behavior of "80" and "90", the thesis,on theone hand, can provide scientific basis for media producer analyze and study the media consumption market,on the other hand,it can offer practically directive significance for the emerging medias’ designingdifferentiated marketing strategy. The last, I expect it can also enlighten on the media literacy education forthe university students.Therefore, the" post-80" and" post-90" media consumer behavior research has become the researchhotspot of academia media consumption.Based on the medium analysis theory,the essay makes acontrastive study, from the perspective of media technology’s affecting on consumptive behavior, aboutthe psychological characteristics and behaviors on media consumption combining psychology and thescience of consumer behavior etc. Through the research, what is concluded is that post-80and post-90havea tremendous common ground while there is a sensible contrast in media roles and effects. Inasmuch as thepost-80have left or will leave school, they have the undeniable social conscious. Equipped themselves withpositive awareness of the part medium played in, media effect tend to be more rational. While the post-90still raised in carefree and lighthearted, they are devoid of social responsibility and pressure. Their sense of media role and effect is in the perceptual stage of cognition. The discrepancy between "80"and"90" isgenerated by various aspects, such as the consumption society theory and culture.