【作者】 陈瑶；

【导师】 朱磊；

【作者基本信息】 暨南大学 ， 传播学， 2012， 硕士

【摘要】 21世纪，“80后”的怀旧颠覆了人们认为怀旧只属于老人的常识性理解，成为我国怀旧风潮中的行为主体。这股怀旧情绪与需求还刺激了“怀旧”在商业文化和消费文化中的蔓延，带动了以怀旧为主题的消费市场，掀起了一股具有巨大潜能的怀旧经济。对于想要在这股怀旧经济中分得一杯羹的广告商或者企业主来说，对“80后”这一群体展开怀旧研究，已成必然趋势和战略关键。本研究主要采用资料分析法、访谈法、扎根理论作为研究方法，研究核心在于探讨“80后”不同的怀旧诱因，在对搜集的“数据”进行分析的基础上，运用扎根理论进行理论的归纳提炼，进而提出“80后”怀旧传播策略的建议。本研究的主要结论有：“80后”对怀旧有这样的认知，他们认为怀旧是一种意识行为，过往的美好虽然无法重现，但是依然可以品味曾经的经典；“80后”最怀念的时期是在大学、中学的校园生活，而非童年；引起“80后”怀旧的客观具象诱因是“事、物、人”；引起“80后”怀旧的主观抽象诱因是“冲突、压力和挫折，环境变迁和社会交往”，并在此基础上提出了广告传播的策略建议。更多还原

【Abstract】 Post-80s generation has been the nostalgia main part in China in the21stcentury. It totallychanged the common-sense that nostalgia belongs to the older. This kind of nostalgia emotionand demand brings the energy to the consumer market, sets off a wave of potential nostalgiaeconomy. Most of the advertisers and companies want to profit from the nostalgia economy. Soit is too important to make research on the nostalgia about post-80s generation.In this study, data analysis, depth interview and grounded theory are the main research methods.This research puts focus on the causes of post-80s generation’s nostalgia. On the base ofcollecting and analyzing data, refine the theory and give the communication strategysuggestions.The main conclusions of this study are: post-80s generation thinks that nostalgia is a awarenessof behavior which remind the great old days that unable to reproduce. But they can taste theclassic in stand of it. Post-80s miss the school days more than their childhood. The objectivenostalgia causes of the post-80s are event, stuff and persons. The subjective nostalgia causes ofthe post-80s are pressures, environmental changes and social interaction. Based on the results,this study makes some proposals to advertisements which have the tone of nostalgia.更多还原