“Z世代”网络符号消费的样态表征、生成动因与矫治理路

——基于传播政治经济学的视角

中图分类号：G201 文献标志码：A

Abstract： The online consumption of "Generation Z" presents diverse forms such as image symbols， brand symbols，virtual symbols，and persona symbols. To explore a rational and orderly consumption path，this paper adopts the theoretical perspective and analytical method of communication political economy to analyze the economic structure，political drive，cultural influence，and technological role behind online symbolic consumption. The study finds that there are complex motivations behind the online symbolic consumption of " Generation Z" . Capital narratives and consumption scenarios activate their desire to affirm their own will，consumer politics and identity politics induce the need to construct their self-identity，social consumption and symbolic aesthetics cater to their expectation of gaining self-worth， and media communication and algorithm recommendations implicitly align with their vision of displaying self-power. Based on this， strategies are proposed to cultivate consumer subjectivity by disenchanting symbolic consumption trends， creating a positive symbolic value to foster a good consumption atmosphere， promoting rational consumption concepts to cultivate healthy consumption literacy， and strengthening digital technology supervision to regulate the order of the online market.

Key words： "Generation Z"；network symbol consumption；political economy of communication; identity；algorithm

2023年中央经济工作会议提出，要“培育壮大新型消费，大力发展数字消费"1]。（剩余15617字）