“汽车梦”的社会建构

20102CJS30(19982007)3:(Author:LinXiaoshan,DepartmentofSocialWork,SchoolofLowandPublicAdministration,ZhejiangNormalUniversity)E2mail:[e-mail],,:,,(19982007),,,,,:TheSocialConstructionoftheAutodream:AContentAnalysisofAutoAdvertisementsinSouthernWeekly(199822007)LinXiaoshanAbstract:InChinatoday,owningacarhasbecomeasymbolofahappylifetomosturbanfamilies.Asanideologyofconsumption,autoadvertisementshaveplayedagreatroleinthesocialconstructionoftheautodream.ThispaperreportsacontentanalysisoftheautoadvertisementsinSouthernWeekly(199822007).Theself2hedonicimaginationidentityandsocial2referencingsuccessidentityarethetwomostimportantidentitystrategieswithwhich651autoadvertisinghasconstructedtheautodream.Theireffectisfargreaterthanthatofthefunctionalstrategyinautoadvertising.Thesehypothesesoftheauthorsareverifiedbytheresultsofthecontentanalysis.Thepaperconcludeswithadiscussionofthesocialrootsforthepowerfulconstructionoftheautodreamintherecent10yearsandanin2depthreflectionuponthisdreamspotentialsocialconsequences.Keywords:theautodream,autoadvertisement,contentanalysis,identitystrategy,socialconstruction,(Schor,1998),,,,,,,,19970.2,20076.06(1998,2009),,,200421.5(2005),200542(2005);2009328.4(200912),,,70.3%,65.7%,51.6%(,2007),??,,751,,(),(,2006),,?,,,(,2005:168),,(Goldman&Papson,[1996]2000:95),:(1);(2);(3);(4),,,(:95296),,,(Belk&Pollay,1985),,,,;,(,2009:286),,(,2004:186),,,,,,,:,85120102,(,2001:188),(,2006:137)(Fraser,2003:37238),,,(Lears),(,2003:38),,,,?,,,,:,,M.,,,(Campbell,1987:2),,,,,,,,,,,,,,(,1987:1),951(),,(,2005:168)(2006:209),,,,,,(self2illusory)([1992]2003:2662284),,,,,,,;,,,,,(Campbell,1987:37),,,,,,(),,,(Bourdieu,1984),,,06120102,,,,,,(Baudrillard,1988),,,(Schor,1998:10211),(),,,,,(,2001:729),,,,(2001:223),,,,,,,,1:,2:,161(199822007),,(),(Neuendorf,2002:1),,,,,Neuendorf(),,,,,(,2006:651),,(1988),,,,(2003),(),1984211,,180,100,,2003,2006,20(WBL)500,,:,26120102,,,;,,,,;,,12002,8,()(MPV)(SUV),,,,,1998200710(10,1998)199812()72520071227()1246,522199815(29162330),,5,5,105726(199819),731(1998213),,1051246(20071227)4,5,5,20.11%()1,,:,;,,,361(BMW5Li),,(JEEP);,,,!(FOCUS):,,;,,(607);,,(BMW3),,,,,8;1411,,,,(),,,,,1998;()20033132003,,X,,,2004923F1;20074264612010210,,,,,,,,,,,(,),111:,,X,()19982007,1998,1997,10,1996,1995,1995,1994,,,,561,,,220,1,19982001,,,22,5.5(,,,,)2002,,20032006,31.5,,20072006,5,(1)1:19982007(:),19982002,1/21/4,,30%20032007,,,200516109116,;,,90%,,66120102,,()1,,1998,,19992001,,2002,(2),,,,,,(2)2:(%)2:(N=10)10.8453320.855330.0020.0020.84533120.901330.0020.00020.8553320.9013310.0020.000:33p0.01()2,10,,761,99.9%,,(0.845,20.855):,,,,,:,(1),(2),,,,,,(20.901),(20),,,,(,2003),,,,,,,,,,(),,MclntyreWei(1998)86120102,,,(,2003:42),,()10,62.73%,30%,7.27%,33.18%29.58%,(7.27%)(15.9%)(6.82%),(3),,,,,,,3:961,,(Sheller&Urry,2000:742),,,(,2007:140)Y.(2001:245),?,:,BMW5Li,,,,,,,,,,,(Schor,1998:90);,,,,(,1998:9),,,,(),,,,07120102,,:(30)(2030)(1520)(1015)(10),10,64.1%(),22.3%,13.6%,1030,(3):,,99.9%,,,,;,,(2001),,,,;,,,,,,,,:,,,,,,,,,1713:(N=220)10.2533320.2043320.1110.0000.0020.1000.25333120.8493320.363330.0000.0000.00020.2043320.84933120.1830.0020.0000.00620.11120.3633320.18310.1000.0000.006:33p0.01()(19982007),,,:,,,(4)4:,,27120102(1995:95),,,,,,,,,R.(Barthes,1993:88),:,,,?,,,,,,,,(,2007:3),,,,,WTO,,(,2003:38)(Rostow,2001:62):(),,,,(,2003),,,,;,1994,2010,371,,2003,(,2006:1),(,1995:95),,,,,,,(,2001:250),,,,(,2007:3),,,,,(),,,,,(2001:198),,,,,,,,,(:1992200),,,47120102,,,,,,,,,,,,,,(,2005),,,,,,,,,,,(2006:203),,,,,:,,,:(,2001:199),,,,(:200),:,571(References)Barthes,R.1993.Mythologies.London:Vintage.Baudrillard,J.1988.SelectedWritings,editedbyMarkPoster.Oxford:Blackwell.,.[1968]2001.[M]..[Baudrillard,J.2001.TheSystemofObjects.ShanghaiPeoplesPublishingHouse.]Belk,R.andRichardPollay.1985.ImagesofOurselves:TheGoodLifeinTwentiethCenturyAdvertising.JournalofConsumerResearch11(March):8872897.Bourdieu,P.1984.Distinction.London:Routledge.Campbell,C.1987.TheRomanticEthicandtheSpiritofModernConsumerism.Oxford:BasilBlackwell.,.2003.[G],..:.[Campbell,C.2003.LongingforNew.InLuoGangandWangZhongchen(ed.).TheConsumptionCultureReader.Beijing:ChinaSocialSciencePublishingHouse.].2005.[OL]..:2005211230.http:=5501.[CaoRuitao.2005.UrbanUnrestandCarsBurnedinModernity.Inhttp:=5501.],.1995.:[M].:.[Oneil,J.1995.FiveBodies:TheHumanShapeofModernSociety.Shenyang:ChunfengLiteratureandArtPublishingHouse.].2003.20[D].2003.[ChenSheng.2003.TheChannelofDesire:AContentAnalysisofAdvertisementintheYangchengEveningNewsinRecent20Years.MastersThesisofSunYat2senUniversity.],S.M.L.C..1988.:[G]G...:.[Doornbos,S.M.andL.C.Hickman.1988.Other2directedinConsumerAdvertising.InG.Roth(ed.).AnalysisonModernSociologicalStudy.Yinchuan:NingxiaPeoplesPublishingHouse.].2006.[M].:.[DuLei.2006.StudyontheDevelopmentofChinaCarIndustry.Chengdu:SouthwesternUniversityofFinanceandEconomicsPublishingHouse.].2003.:[G],...[Fraser,D.2003.MakingOasis:LuxuryResidentialAdvertisingandReconstructofResidentialSpaceinShanghai.InDeborahDavi