The Influence Of "net Celebrity Products" On High School Students' Consumption Values ??and How To Deal With Them

With the rapid development of the global economy and the Internet science and technology,the material products in the contemporary world are extremely rich.Manufacturers use the new media technology to use advertisements and endorsements to spread the image of goods to people,stimulate the enthusiasm for purchase,and infinitely develop people's consumer desire.Among them,high school students who have certain consumption power,consumer sentiment,consumer psychology instability,and are seeking new and difference have also become the focus of the products of the merchants,forming the phenomenon of the spread of "online celebrity products" in high school students."Online celebrity products" are products that merchants made which use "new media technology" with the advertising effect of online celebrities and network communication.These online celebrity products are wrapped with the symbolic symbols of "fashion","youth" and "pop".To cut the emotional needs of high school students to "seek new ideas",use popular elements and online celebrities' effects to carry out dynamic and swaying communication,and form a group of online celebrity life products,online celebrity learning products,online celebrity entertainment products in high school students,such as net drinks,food,mouse,pen,T-shirt,pen box,etc.Some high school students are indulging in it,chasing and possessing online celebrity products as an important goal of their lives.High school students have entered the consumption trap in the next step of the spread and entanglement of online celebrity products.Indulging in life,recognizing the aesthetics of the online celebrity products and catching up with the symbolic value,this not only causes them to lose in the material world,but also the sensibility and superficiality of consumption.And exaggeration,weakening its self-positioning in the spiritual sense.The most important thing is that the mistakes that lead to their values of life will pursue consumption,eager for money,and pursuit of pleasure as their own life theme and life goal,which will inevitably alienate them into money tools and lose the direction of life and realize the true meaning of life.Therefore,this paper takes the influence of "online celebrity products" on the consumption values of high school students and the response as the research theme,based on the discussion of the media communication mechanism of "online celebrity products" and thepsychological mechanism of the influence of high school students' consumption values.Taking the high school students from many middle schools in Guangzhou as an example,this paper investigates and analyzes the characteristics and current situation of the consumption values of high school students under the influence of“online celebrity products”,and finally settles in the targeted construction of the educational path and methods guiding the consumption values of high school students.This article is divided into the following four parts:The first chapter,the introduction,analyzes the basis of the topic selection,expounds the research status of the similar research and the research methods,ideas,significance and innovation points,and also defines the meaning of the online celebrity products,which is popular among high school students.Online celebrity products are classified from their living level,and the content and requirements of high school students' consumption values are analyzed.The second chapter analyzes the influence of online celebrity products on the consumption values of high school students.Firstly,it analyzes the media communication mechanism of the online celebrity products:use the new media as the carrier to form the“diffusion”effect;relying on the advertising spokesperson,using the“infiltration”effect;rendering the lifescape picture and focusing on the “consumption” effect.Then,it analyzes the marketing strategy of online celebrity products affecting the consumption psychology of high school students:symbolic coding,changing consumer cognition;discourse incitement,stimulating consumer sentiment;online celebrities' demonstrating,increasing consumer expectations.Finally,it analyzes the level of the adverse effects of online celebrity products on the consumption values of high school students: the consumption demand for breeding enjoyment – making biased consumption choices – contributing to the consumption preferences of high-end products – catalyzing emotional consumer behavior.The third chapter analyzes the status quo and causes of the impact of online celebrity products on the consumption values of high school students.Taking high school students from several middle schools in Guangzhou as an example,through the distribution and statistics of questionnaires,the status quo of the influence of online celebrity products on the consumption values of high school students is investigated and analyzed,and the reasons forthe adverse effects of online celebrity products on the consumption values of high school students are analyzed.The fourth chapter,the online celebrity products affect the educational response of high school students' consumption values.In response to the status quo,it proposes countermeasures to deal with the negative impact of online celebrity products and optimize the education of high school students' consumption values.First,integrate the content of consumer values' education into the teaching of politics,and conduct education and guidance on consumption value,rational financial management and consumer behavior in the courses of Life and Philosophy,Economic Life and Cultural Life.Second,attach importance to the development of targeted networks.The theme class of the online celebrity products and the theme campus activities,such as organizing and analyzing the theme activities of the online celebrity products,and holding the circular trading activities of the idle online celebrity products;third,actively organizing the elegant campus spiritual and cultural activities,and selecting the aggressive "campus celebrity" of the students,the campus online live broadcast of the talent show,organize various activities to develop students' diverse interests;finally,carry out investigation and reflection activities of online celebrity products,such as conducting social surveys and research activities of online celebrity products,organizing observation of online celebrity products trading activities of large shopping malls,and guiding household daily consumption online celebrity products introspection activity,etc.