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Comparative study of youth culture in the context of globalization : a content analysis of teenage magazines in Germany and China (1995 vs. 2005)

机译：全球化背景下的青年文化比较研究：中德两国青少年杂志的内容分析（1995年与2005年）

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How has the globalization been influencing the youth culture in the sense of “everyday talk”, which is represented by the form of mass media for youth? In which direction are the changes and trends of modern youth culture leading to? In order to find out a proper answer to this researching question, the comparative study of youth culture between east and west has been conducted in this thesis through the content analysis of the sample youth magazines published in Germany and China in 2005 compared with those in 1995 as two time points for analyzing possible changes. This procedure is based on the presumption that these two time points are characterized by typical elements of time spirit. The comparison refers mainly to the following three aspects: original changes, thematic differences, as well as words and designs. An overview of the context of this study, the globalizing (post) modern society, has been briefly depicted as the first step towards a better understanding of the whole picture in which the researching question is embedded. Next, the historical backgrounds and development of youth culture in West and East are introduced and compared in the third chapter, so as to figure out the outline of the differences and similarities of the two types of youth culture. Concerning the great influence of the modern media environment around the youth in West and East, the followed chapter deals with the description, analysis and existed theories about youth related media and their influences upon their young receivers. The youth magazines which would be selected as sample magazines of this study and their impact are also examined respectively in the later part of the chapter. In the methodology chapter, an overview about the method of content analysis, including historical development, definitions, applications as well as limitations, has been done, before the detailed steps and hypotheses of this study are put forward. One of the most important initial steps of the researching method design is to set forth certain relevant hypotheses, which are drawn partly through the reading of sample contents, partly through the existed literature of such kind of analysis. After that, the universe of the content analysis in this thesis is defined. Within this universe a method of multistage sampling was used to take a sampling of content sources. Two youth magazines with different circulations and themes as representative form of youth media in both countries were selected respectively as samples: Bravo (BV) and Yps mit Gimmiks (YG) are the most famous and representative youth magazines from the western side, while Boys & Girls (BG) and Juvenile Science Pictorial (JSP) are the Chinese counterparts. Once the sources have been identified, the dates of sample issues were selected randomly. A final sample of 24 issues of Bravo, Boys & Girls, and JPS as well as 16 issues of Yps, which makes a total of 88 issues were yield. The results of analysis disclose that most of the hypotheses about the changes and developments during the decade are generally concluded in a correct direction. Firstly, in the aspect of original changes, we find out that although the frequencies of international items in the issues from all the sample magazines only have a slight increasing tendency during the decade, which cannot strongly in the whole range support the prediction stated by the first hypothesis of this analysis, yet it shows at least the predicted changing direction of the international items. In the aspect of thematic differences and changes, we can obviously observe that both Chinese magazines retain much more education-oriented items than their German counterparts. The sharp contrast is especially presented in the case of the JSP vs. YG, where education-oriented items in JSP are dominating and entertainment-oriented items in YG dominating. Finally, in the aspect of words and designs, we discover that the changes of the usage of international words in the titles of all the 4 sample magazines support, in different degrees, the hypothesis which supposes an increasing tendency of the appearance of international words including coinage words which are popular among teenagers. Despite the slight changes happened to the covers of Bravo and Yps, we can still discern a similar tendency of the changes of non-verbal elements of the magazines, namely the covers, in both countries. As an important and completing part of this study, a report of the validity and reliability of the researching method has been conducted. In a general way, we can say that there are similar changing and developing tendencies of youth cultures in many aspects in the east and west. These tendencies might lead to certain danger of the universalization in the future development of youth culture within the context of globalization, yet the hybridization of youth culture of the local level and that of the regional or the global level seems to display variety and diversity in a large degree. In the future further research about the comparison of youth culture in different social and cultural contexts could be conducted through internet ethnographic studies, due to the instantaneity and interactivity of internet, especially the web 2.0, so as to expand our collective understanding of this research topic. The actual ideas and feedback from the youth are available through the observation of the virtual world where the youth show up, utter their opinions, communicate with each other, entertain themselves or with each other as well as consume, which could support or respond to the findings and results of content analysis of youth media. Another important point is that youth, as subjects, are getting more often to create their individual and original culture as well as various counter- or sub-cultures through the platform of network. Probing into this interactive and self-constructing media environment around youth to get an insight of the latest developing tendencies of different youth culture through out the world, as well as the reasons and drives behind these developments, could be an exciting and provoking project as the next researching steps in this specific researching field.
机译：全球化如何在以青年大众媒体形式代表的“日常对话”意义上影响青年文化？现代青年文化的变化和趋势朝哪个方向发展？为了找到一个适当的答案，本文通过对2005年与1995年相比于1995年在德国和中国出版的青年杂志样本的内容分析，对东西方青少年文化进行了比较研究。作为分析可能变化的两个时间点。此过程基于以下假设：这两个时间点具有典型的时间精神特征。比较主要涉及以下三个方面：原始更改，主题差异以及词语和设计。简要概述了本研究背景下的全球化（后现代社会），这是迈向更好地了解其中嵌入了研究问题的整体的第一步。接下来，在第三章中介绍和比较了西方和东方青年文化的历史背景和发展，从而概述了两种青年文化的异同。关于现代媒体环境对西方和东方年轻人的巨大影响，以下章节介绍，分析和存在有关青年相关媒体及其对年轻人的影响的理论。本章的后半部分还将分别探讨将被选为本研究样本杂志的青年杂志及其影响。在方法论这一章中，在提出本研究的详细步骤和假设之前，已经对内容分析的方法进行了概述，包括历史发展，定义，应用和局限性。研究方法设计最重要的初始步骤之一是提出某些相关假设，这些假设的一部分是通过阅读样本的内容，部分是通过此类分析的现有文献得出的。之后，本文定义了内容分析的领域。在这个宇宙中，采用了一种多阶段采样的方法来对内容源进行采样。分别选取了两个流通和主题不同的青年杂志作为两国青年媒体的代表形式：Bravo（BV）和Yps mit Gimmiks（YG）是西方最著名的代表性青年杂志，而Boys＆中国女孩是女孩（BG）和少年科学画报（JSP）。确定来源之后，将随机选择样本发行的日期。最终样本包括24期Bravo，Boys＆Girls和JPS，以及16期Yps，总共产生了88期。分析结果表明，关于十年期间变化和发展的大多数假设通常都是朝着正确的方向得出的。首先，在原始变化方面，我们发现，尽管所有样本杂志发行的国际项目的频率在过去十年中仅略有增加的趋势，但这在整个范围内都不能完全支持国际货币基金组织的预测。该分析的第一个假设，但它至少显示了国际项目的预测变化方向。在主题差异和变化方面，我们可以明显地观察到，两家中国杂志都比德国杂志保留了更多的教育性刊物。在JSP与YG的情况下，尤其形成了鲜明的对比，在JSP中，以教育为主的项目占主导地位，而在YG中以娱乐为主的项目占据主导地位。最后，在词语和设计方面，我们发现所有四个样本杂志的标题中国际词语的用法变化都在不同程度上支持这一假设，该假设假设国际词语出现的趋势有增加的趋势，包括在青少年中很流行的造币词。尽管Bravo和Yps的封面发生了细微的变化，但我们仍然可以看出这两个国家的杂志非语言元素（即封面）变化的相似趋势。作为这项研究的重要而完整的部分，已经进行了有关该研究方法的有效性和可靠性的报告。总的来说，我们可以说，东西方的青年文化在许多方面都有着相似的变化和发展趋势。这些趋势可能导致全球化背景下的青年文化未来发展普遍化的某些危险。但是，地方和区域或全球年轻人文化的杂交似乎在很大程度上显示出多样性和多样性。未来，由于互联网（尤其是Web 2.0）的即时性和互动性，可以通过互联网人种志研究进一步研究不同社会文化背景下的青年文化比较，以扩大我们对该研究课题的集体理解。可以通过观察虚拟世界获得青年的实际想法和反馈，青年在虚拟世界中露面，表达意见，彼此交流，娱乐自己或彼此以及消费，这可以支持或回应青少年。青年媒体内容分析的发现和结果。另一个重要的一点是，青年作为主体，越来越多地通过网络平台来创造自己的个人和原始文化以及各种反文化或亚文化。探索围绕青年的这种互动和自我构建的媒体环境，以了解世界各地不同青年文化的最新发展趋势，以及这些发展背后的原因和驱动力，这可能是一个令人振奋和挑衅的项目。该特定研究领域的下一步研究步骤。

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    Li Xiubo;

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  • 年度 2015
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