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題 名 | 新世紀世代國家意識建構 |
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作 者 | 朱小吾; | 書刊名 | 玄奘資訊傳播學報 |
卷 期 | 4 2007.07[民96.07] |
頁 次 | 頁1-18 |
分類號 | 541.83 |
關鍵詞 | 新世紀世代世代; X世代; 精靈世代; 草莓族; 嬰兒潮世代; 經濟大蕭條世代; 發展心理學; 鑰匙兒; 國家意識; 國家象徵期; 抽象國家觀念期; 國際組織系統期; 政治社會化; 有限效果論; 社會文化模式; 行銷4P; 行銷4C; 回饋圈; 商品力; 層級需求模式; 價格敏感; New century generation; X generation; Genie generation; Strawberry people; Baby boom generation; Depression generation; Development psychology; Home-key children; National loyalty; National symbol period; Abstract national symbol period; International organization system period; Political socialization; Limit effect theory; Marketing 4Cs; Marketing 4Ps; Feedback loop; Product power; Hierarchy needs model; Price sensibility; |
語 文 | 中文(Chinese) |
中文摘要 | 研究援引廣告界所使用對年輕世代的稱謂---X世代、精靈世代、草莓族,探討此一新世代之特質以及東西方之差異,透過既有文獻之歸納與演繹,證明新世代因其在上一世代一嬰兒潮世代所掌控的媒體與權力的現今世界裡,被塑化為懶惰、不積極、不負責......等之負面形象,但實際上,基於不同世代成長與情境的差異,無論西方或東方的新世代,都發展出特有的行為模式與特質,並非全然如嬰兒潮世代所描述之新世代。 對於新世紀世代代的國家意識建構,本研究歸納政治社會化相關理論,以行銷觀點試擬建構新世代的國家意識途徑,即視圖家意識為行銷標的物,新世代為目標群眾,依據新世代的媒體消費特質、消費價值觀等,建構一組對新世代的國家意識行銷策略。 |
英文摘要 | The terms of X generation, Genie generation, Strawberry People, cited from advertisement industry, are to explore their characteristics and the difference between the east and west cultures. The methodology of document induction and deduction is used to prove that the new generation has been shaped as a negative image, lazy, passive, irresponsible and so on because of the media and power handled by their former generation, the baby-boom generation. Due to different growth environment, both the east and the west new generations, however, have their own specific behavior models and features. They are not what the baby-boom generation depicted. The related theories of socialization are induced in the study and the viewpoints of marketing are also taken as an approach for the buildup of national loyalty of new century generation, that is, national loyalty as a target and new century generation as target audience. The strategies are constructed based on their media consumption features and their consumption values. |
本系統中英文摘要資訊取自各篇刊載內容。