| In the summer of 2016,"Ge You Lay" has appeared quickly on the domestic network.In a short time,this symbol with the meaning of pessimism,decadence and despair has become the personality label of young people.There are deep reasons behind the prevalence of "lost culture" among young people.This thesis regards "lost culture" as the research subject,and uses literature analysis,questionnaire survey and in-depth interciew to study this phenomenon among college students in Chengdu.Based on the theory of " uses and gratifications" and "technology acceptance model",this thesis establishes the relationship model between the contact demand and contact willingness of college students in Chengdu about the phenomenon of "lost culture" so as to explore the factors and the influences of "lost culture" of college students.This thesis makes a localized analysis of the styles and derivatives of "lost culture".Through empirical study,the group of "lost culture" shows the tendency of feminization,well-educated and post-1995 generation.It verifies the relationship model between the contact demand and contact willingness,and the regulating effect of perceived value and trust value.At the same time,the main contact needs of the group of "lost culture" are emotional needs,self-expression needs,social communication needs,and cognitive needs.Finally,it summarizes the current development of "lost culture".There are some problems in the development of "lost culture",so the author gives some suggestions.In the commercial field,prduct needs to accuratly match the right customers.and do not follow suit.The official media should give appropriate guidance,and the government should constitute rigid laws and regultions.Media workers should consciously respect professional ethics and improve their media literacy.College students should also set up the correct values,and learn to face pressure and difficulties,adjust the mentality,and face life with sunshine. |
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