中国青年音乐营销的文化学解析——民族志学视角

中国青年与世界其他地方的年轻人一样,也在试图颠覆传统规范,但大多数所谓另类青年,保持一种安全酷(safe cool),在忠于朋客的同时,迅速成长,以适应社会规范。商人们对中国独生子女一代的孤独文化,没有给予足够关注。手机音乐的营销,若凸显其隐喻的伙伴功能、幸福童年及传统强调的重视自我表达,会更加有效。中国音乐景象可以被概念化为在亚文化与部落文化之间建立的频谱,一端是真正的音乐亚文化,另一端是本质上部落性的流行音乐。新音乐营销模式的研究焦点需再度置于自设议程、知道如何执着、乐观地获取自我所想的独生子女一代身上。

An Cultural Analysis on Youth Music Marketing in China:From the Ethnographic Perspective

Youth in China share a resolve to turn the norm upside down.But most of these so calledlingleiyouth are keeping a kind of safe cool,growing up fast to adapt to society's demands while keeping their loyalty to punk intact. The research focus of the new music marketing model thus once again,should be placed on the single-child generation who set their own agendas and who know how to get what they want with a determination and optimism.