面向Z世代的“福禄寿喜财”吉祥文化价值重释与传播路径研究

摘要

“福禄寿喜财”是中国传统吉祥文化中具有广泛社会认知的复合性表达，集中承载了民众对生活圆满、社会发展、生命康宁、情感愉悦与物质保障的基本期待。在数字媒介深度嵌入青年生活的背景下，传统吉祥文化获得了新的传播空间，同时也出现符号表层化、价值功利化、历史语境弱化和传播方式同质化等问题。本文以Z世代的媒介经验与文化参与方式为切入点，运用文献研究、概念分析和跨学科综合研究方法，对“福禄寿喜财”的文化形成、价值结构、符号机制和社会功能进行梳理，进而分析其面向青年群体传播时所面临的结构性困境。研究认为，“福禄寿喜财”并非自古固定不变的五项并列范畴，而是不同历史时期的吉祥观念在民俗生活和图像传播中逐步汇合形成的现代复合表达；其当代传承应从单一的趋吉求利叙事转向对美好生活、个人成长、身心健康、社会关系和合理丰足的综合阐释。面向Z世代的传播不宜把代际标签绝对化，而应把握其移动化、视觉化、互动化和社群化的媒介环境，通过核心价值重释、生活情境重建、分层内容传播、参与式文化实践、文化边界治理和效果评价机制，形成兼具历史连续性、现实解释力与公共文化价值的传承体系。本文旨在为传统吉祥文化的创造性转化、青年文化认同建构以及中华优秀传统文化的数字传播提供理论参考。

Abstract

The expression “Fu, Lu, Shou, Xi and Cai” is a widely recognized composite form of Chinese auspicious culture. It conveys popular expectations concerning overall well-being, social development, health and longevity, positive emotions, and material security. In a media environment deeply shaped by mobile platforms, short videos and online communities, traditional auspicious culture has gained new opportunities for circulation. At the same time, it faces problems such as superficial symbolism, utilitarian interpretation, weakened historical context and homogeneous communication. Using literature review, conceptual analysis and interdisciplinary synthesis, this paper examines the historical formation, value structure, symbolic mechanisms and social functions of Fu, Lu, Shou, Xi and Cai. It then analyzes the structural difficulties involved in communicating this cultural complex to Generation Z. The study argues that the five terms did not constitute a fixed and unified system throughout Chinese history. Rather, they emerged from different auspicious concepts, beliefs and ritual practices and were gradually combined in modern popular expression. Their contemporary significance should therefore be reinterpreted beyond the narrow pursuit of luck, official promotion and sudden wealth. Fu may be understood as comprehensive well-being and belonging; Lu as development opportunities and social recognition; Shou as physical and mental health and intergenerational responsibility; Xi as positive emotion and relational connection; and Cai as material security, labor ethics and responsible use of resources. The concept of Generation Z is useful for describing a media environment characterized by mobility, visuality, interaction and community participation, but it should not be treated as an essential and homogeneous generational identity. Effective communication should be built on historical clarification, contextual storytelling, layered content, participatory cultural practice, ethical governance and multidimensional evaluation. The purpose is not simply to make traditional symbols appear younger, but to establish credible connections between inherited cultural memories and contemporary life. This framework provides a theoretical reference for the creative transformation of Chinese auspicious culture, the construction of youth cultural identity and the digital communication of fine traditional Chinese culture.

参考文献