The article from the social public cultural consumption, personal and cultural products consumption, personal consumption culture activities three aspects, the survey of 80 Shanghai after cultural consumption status. At the same time, with foreign cultural consumption in the research on “consumption culture” research paradigm of new applications, social class theory to the localization of grafting to demographic variables as separate different cultural consumption group basis. The final conclusion found, education, jobs and income for 80 factors such as after the cultural consumption group effect, and summarize the current 80 group of cultural consumption after general characteristics and the latest trends and thus for domestic consumption culture research provides a theory and empirical support.
1 the problem put forward.
Consumption as a human daily life important part is increasingly becoming the pull of China’s economic growth factors important; And as part of the consumption, China’s domestic cultural consumption trend of rising gradually. Especially as an international metropolis, Shanghai is the development of cultural consumption more quickly. In fact, the so-called culture consumption [1], just as its name implies is to the consumption of the cultural products enjoy; That is, the consumer in order to meet the needs of the spiritual life, take different way of consumer culture the process of consumer goods. In the economic conditions and have abundant loose leisure time, under the condition of people in order to obtain knowledge, edify body and mind, entertainment self demand such as satisfying, and to the material form of cultural products and services of the form a kind of cultural service consumption behavior [2]. Cultural consumption deeply affect a country’s national quality, and its economic development has a leading role. In the study of cultural consumption, scholars put forward different classification method and standard. If the form of from consumption to see [1], it includes public cultural consumption and individual culture consumption; Among them, the individual culture consumption according to the content of the consumption and divided into personal and cultural products consumption and personal consumption culture activities. And from the broad sense to see expense content [3], culture and education, including consumer travel and sports, culture places of entertainment, radio and television audio and video products, drama dance, and so on service industry. On this basis, still can fitness, sports shows and events such as watch more widely in the sense of entertainment and leisure activities into them.
At the same time, scholars also puts forward the cultural consumption and social individual values, aesthetics and interests about [4]. And after 80 as since reform and opening up the new generation, their values, the outlook on life, and predecessors’ world view is vastly different; So, as a social groups of the major consumer groups, discuss after 80 in cultural consumption characteristics, it is very urgent and necessary. According to the above analysis, the research of social public culture from consumption, personal and cultural products consumption and individual culture activities consumption three aspects, the selection of the Shanghai area after 80 groups as the object of research, to reveal the present situation of cultural consumption after 80, and summarizes its cultural consumption and extract the features and laws. The investigation of the random field through the form of street visit complete, issue questionnaire was 600; Through the strict screening, altogether collected effective questionnaires.
2 the social public cultural consumption of research.
Social public cultural consumption in culture in the most basic consumption belongs to consumption, including libraries, museums, memorial halls, art galleries, cultural centers, etc.; General by government organization, to improve the cultural quality. This study from 80 community public cultural activities to the center of the popularity, weekly in the community public activity center time each year to social public culture and the number of places three aspects discusses Shanghai 80 after the social public cultural consumption group.
2.1 80 community public cultural activities of the investigation result center popularity.
“After the 80 social public cultural activity center after the investigation of popularity, found that 59% of the 80 public cultural activities after know community center of existence, and that can be in these places in get what kind of information; 41% of the 80 said after the don’t know how the community public culture activity center of existence, and can’t use these places to enrich their life. The research results show that, although more after 80 community public cultural center know the existence, but still need community service center do good propaganda work, to attract more 80 community public cultural activities after participate in the activities of the center.
2.2 after 80 in the community public cultural center of activity time investigation results.
After a week of 80 after the community public cultural center of activity time investigation and research, a week can be found in the community public cultural activity center activities of the number of samples 0 hours 69.3% of the total, every week in the community public culture activity center activities one hour of 18.5% of the total number of samples, every week in the community public cultural centers in the number of hours, activity 1 accounts for only 12.8% of the total sample. The research results show that after the 80 group may is in stage career, every week did not have too much time in the community public cultural activities; And the community public cultural activity center also should rich own form of activity, to attract more young group to attend.
2.3 after 80 to different social public cultural centers in times of research results.
After a year of 80 to different social public cultural centers in the number of research activities can be found after the 80 group go to the library and the number of museums, far more than the memorial hall, museum and cultural center to the number of times; Especially after 80 groups have not been to the number of the memorial to 70% of the overall samples, namely the memorial for 80 after a year of the group to the least number of social public cultural activities center; Compared with the library, 80 a year after the number of times to the museum group to more. The research results show that after the 80 group more popular culture by epidemic idea influence, bias “fast food culture” consumption, such as the nature of the tourism of museum venues preference degrees higher.
At the same time, through the 80 group “not to go public cultural activity center” the investigation of the causes, it can also be found after 80 group, the reasons for the most mentioned “busy”, this argument from the side after the 80 group “prefer fast food culture” consumption thought the social root of such. In addition, mention for facilities that is not very good or bad service activity center and reason not to go to public cultural center at the number of people, this also indicate current site and service factor is not hinder the younger group to participate in social public cultural activities of the main factors.
3 personal cultural consumption of research.
3.1 theoretical basis and solution design.
There is no doubt that about individual cultural consumption of the concept and content of research, domestic scholars have been successfully grafts the foreign studies of this vision, and combining with China’s social status, relatively clearly to analyze the individual culture consumption the nature and the research category. But individual culture consumption concept and content of the research, it is only a personal culture consumption study surface parts; And about individual cultural consumption reason and its evolution path of the research, is the core of personal consumption culture research part. In the present study, the domestic scholars put forward personal culture though consumption and the social individual values, aesthetics and interests about [4], but failed to further discussed cultural consumption and related factors of the relationship between the size effect, and the lack of the application of quantitative analysis method that lack of significant results.
Of course, this situation appear, may also and cultural consumption research topics relevant; “Culture” the concept itself the load bearing sociology meaning, and the quantitative analysis method to study the overall problem, the limitation of, make qualitative analysis become domestic scholars of choice. But, if can choose typicality of empirical samples, and accurate positioning in the research object of the present situation of the causes of cultural consumption, could eliminate the limitation of the application of quantitative analysis method, so as to realize the cultural consumption study in the research methods of innovation. And about the goal the realization, can put forward from abroad sociologist of the “consumption culture” in the research paradigm for reference.
Because, this is, “consumption culture” research paradigm, is will consumption with social class structure, social relations and other social fact tied for inspection, to the greatest degree expand “consumption” border; dimension That is the consumption and is not only on the economic value of pursuing personal effectiveness maximization of the process, is also the attributions are building, interest distinguish, cultural classification and social relations reproduction process [5]. At the same time, along with the social structure change, change, change art aesthetic values such as the introduction of fact factor, makes quantitative analysis method in the application research of cultural consumption becomes possible. In addition, you need to be aware that China’s political and cultural different, make the cultural consumption study “social class structure of” in the domestic research grafting, more performance in gender, age, occupation, income and population statistics variables of partition, does not have obvious political position classification.
In the above theory research, and on the basis of the study of the theory about the scheme design in full consideration to the purpose of this study and data analysis of maneuverability, will be mainly includes two parts: (1) the contents of the content of the cultural consumption after 80; (2) the influence factors of social facts. The former mainly includes cultural products and cultural activities of consumption, and the latter mainly including gender, education level, position, month disposable income such demographic variables description.
In the specific variables of the statistics, first is about cultural consumption variables. Among them, the consumption of the cultural products as variables: read the number of monthly magazine, every year to the movies a month, the number of the number of monthly purchase DVD, by the network the number of movies; Cultural activities for the consumption of the variables: every year, the number of times a year the theater, see the number of times each year, the concert of the concert times, see the number of times a year musical. Finally, this study also choose four demographic variables as the control variables. Among them, the setting of the specific options are as follows:
Gender: male, female; Education degree: high school degree (high school and the following, the technical secondary school), a college degree (part-time college, university, full-time college), bachelor degree (full-time university), the graduate student (master, doctor); Position: the primary position (student, authority or institution general staff, enterprise/company’s general staff, general specialized technical personnel), intermediate position (authority or institution ordinary cadre, enterprise/company department manager or middle-level cadres, individual practitioners, intermediate and professional technical personnel), a senior position (authority or institution department bureau class above the cadres and the enterprise/company director or general manager, private entrepreneurs, senior professional and technical personnel); Month disposable income: low disposable charges (4000 yuan of the following), low disposable charges (4000-5999), medium disposable income (6000-9999), higher disposable income (10000-13999), the higher disposable income (above 14000).
3.2 the gender factor variance analysis.
Through the single factor analysis of variance, can find different gender characteristics of Shanghai after 80 of cultural products consumption and cultural activities consumption is not differences (P > 0.05). This shows that men and women group in the cultural consumption, not exist obvious difference, the gender factor not influenced obviously by the cultural consumption. At the same time, the number of gender characteristics for 2, and sexual factors influence not cultural consumption, so not “the comparison. Concrete analysis results see table 1.
3.3 education factors of variance analysis.
Through the single factor analysis of variance, can find different education degree of Shanghai 80 of cultural products after consumption and cultural activities consumption differences (P < 0.05). This shows that different education degree after 80 in cultural consumption with a certain difference in, education factors on the cultural consumption influenced obviously by the. At the same time, the education level of the number of groups of 4 and education factors influence of cultural consumption, so will also compared afterwards. Concrete analysis results in table 2.
Due to the different education degree of Shanghai 80 of cultural products after spending differences, so high school degree, college, bachelor degree and the graduate student degree, four education degree of cultural products under the number of consumption compared, can find high school degree after the 80 group mainly focus on the "purchase quantity 0-2", the "purchase quantity 6-10" and "buy number 11-15" three interval, college and undergraduate degree after the 80 group mainly focus on the "purchase quantity 6-10", the "purchase quantity 11-15" and the "purchase quantity > 15″ three interval, the graduate student after 80 group mainly focus on the “purchase quantity > 15″ interval. This shows that education degree of cultural products after 80 consumer produced a positive significant effect.
Due to the different education degree of Shanghai 80 of cultural activities after spending differences, so high school degree, college, bachelor degree and the graduate student degree, four education degree of cultural activities under the number of consumption compared, can find high school degree after the 80 group mainly concentrated in the “consumption number 0″ interval, and had the number of consumption culture activities to no less than the cultural activities the number of consumption; College graduate and undergraduate degree of 80 group after mainly concentrated in “consumption number 1-2″ interval; After the 80 graduate student group mainly concentrated in the “consumption number > 5″ interval, and college degree or above in 80 after the group had cultural activities to be more than the number of consumption is not the number of consumption culture activities. This shows that education degree of cultural activities consumption produced a positive significant effect.
3.4 position of factors analysis of variance.
Through the single factor analysis of variance, can find different level of position of cultural products after Shanghai 80 consumer does not exist differences (P > 0.05), and in cultural activities consumption there are differences in (P < 0.05). This shows that different job grade after 80 group in the cultural consumption are part of the difference, the position of cultural consumption factors influence, but not significant effect. At the same time, the number of job grade 3, and the position of cultural consumption of factors have influence, so will also compared afterwards. Concrete analysis results to table 3.
Due to the different level of position after Shanghai 80 community's cultural products consume not differences, so the primary position respectively, intermediate position, a senior position three job grade of cultural products under the number of consumption compared, can find different position after the 80 group in the distribution of each interval number basic convergence, does not exist obvious differences. This shows that position of cultural products consumption level do not produce significant effect.
Due to the different level of Shanghai urban residents position of cultural activities consumption differences, so the primary position respectively, intermediate position, a senior position three job grade of cultural activities under the number of consumption compared, intermediate position can be found after the 80 group mainly concentrated in the "consumption number 1-2" interval; Senior position after the 80 group body mainly concentrated in the "consumption number 1-2" and "consumption number > 5″ interval. This shows that position of cultural activity level produced a positive effect of consumption, but role is not significant.
3.5 the income factors analysis of variance.
Because the proportion of the higher income group is only 3.27%, not generality, can consider the higher income groups with combined for the new “higher income groups,” to working together. Through the single factor analysis of variance, can find different income levels after Shanghai 80 community’s cultural products consumption and cultural activities in consumption differences (P < 0.05). This suggests that, low-income, lower income groups, moderate income group and high income groups consumption in culture with a certain difference, income factors on the cultural activities have a significant impact of consumption. At the same time, the number of income for 4, and income factors on the cultural consumption significant impact, so will also compared afterwards. Concrete analysis results, see table 4.
Due to the different income levels after Shanghai 80 of cultural products consumption differences, therefore, low income, lower income, middle-income and higher income four income level of cultural products compare the number of consumption, low income level can be found after the 80 group mainly focus on the "purchase quantity 6-10" interval; Lower income level after the 80 group mainly focus on the "purchase quantity 11-15" interval; Moderate income level and higher levels of income after 80 group mainly focus on the "purchase quantity > 15″ interval. This showed that job grade products of culture consumption have a significant effect.
Due to the different income levels after Shanghai 80 cultural activity consumption differences, therefore, low income, lower income, middle-income and higher income four income level of culture activities compare the number of consumption, low income level can be found after the 80 group mainly concentrated in the “consumption number 0″ interval; Lower income level after the 80 group mainly concentrated in the “consumption number 1-2″ of interval; Moderate income level and higher income level of 80 group mainly concentrated in the “consumption number > 5″ of interval. This shows that income level of cultural activities have a significant impact of consumption.
4 the enlightenment.
After the research can be found gender characteristics of Shanghai urban residents not factors affect consumption culture, education level, job grade and income level to factors such as Shanghai urban residents will influence of cultural consumption. Among them, the education degree and income level for the residents of cultural consumption will produce positive significant influence; Job grade for the residents cultural activities will have positive impact on consumer, but in the significant influence on education than factors such as the obvious. So, by the results, and subsequent research from the following three aspects:
(1) added culture consumption research variables, further analysis of the demographic variables residents the influence of cultural consumption; Such as introducing different income groups of cultural consumption expenditure variable, so as to determine income factors on the influence degree of the cultural consumption size; (2) different demographic variables of the cross, and find out the demographic variables on the residents’ consumption culture the cause of the effect; If the age levels and income level two factors cross and analysis, with accurate definition each factor to the influence of the residents cultural consumption size; (3) control the demographic variables in urban residents of the cultural consumption effect, analyzes the other external factors on the residents’ consumption culture influence; As in control the demographic variables, under the premise of the residents of the life form variables of cultural consumption effect.