The study of youth consumers has become a new trend in market research.This paper proposes an analyzing framework named the function of"trendy"youth image,and examines the advertisement production process of a market research company from the perspective of cultural intermediaries.It is found that this market research company,through the three steps of defining,searching,and constructing"trend",shapes"trend"as a popular and pioneering lifestyle to attract consumers.The study reveals the mechanism by which advertising producers guide youth consumption and the process of transforming youth culture,enriches the connotation of the concept of cultural intermediaries,and reveals the universal laws behind the diversified youth cultural consumptions,which will bring some inspiration and reflection to the current sociological research on consumption terminals.
Youth Cultural ConsumptionCultural IntermediariesYouth Image
NETL
NSTL
万方数据
