The Change Of Media Technology And The Influence Imposed On Consumer Culture

Starting from the emerging of the capitalism industrial revolution in the 18 th century, the new technologies constantly outpouring which create conditions for the flourish of the modern consumption culture. Among those, the changing process of the media technology has played a crucial role on consumption culture, which masters the cultural orientation, leads to the rebuilding of the new culture and influences people’s consumption concept, habits and patterns. Continue in-depth studying the transition of media technology and its influence on consumer culture, which is an inevitable core subject in the process from the multimedia era to Omnimedia in the 21 st century. Analyze the consumption cultural life under the influence of media technology in this era is of great importance to study person’s mental and behavior.The thesis is divided into four chapters. On the basis of analyzing literature at home and abroad, the first chapter clears up the important meanings and theoretical clues of studying the problem. The second chapter analyzes the connotation of media technology, the meaning and the transition of consumption culture. The transition of medium technology associated with consumption culture mainly experienced the following several stages: print media, radio and television, the Internet and others. All of these have important influences on consumption culture. The third chapter mainly analyses the influence of the media technology to consumption culture in various facets, whose specific performances are the followings: First of all, the impact of medium technology on consumers and their behaviors. It has been gradually penetrated into people’s identity and divided the consumers into different consumption groups, including sex and identity class. Second, the impact of media technology on the ways and methods of consumption. Analyze the influence of media technology to the commercial production of marketing and value. Third, the impact of media technology on consumption idea and psychology. Media technologies not only influence the individual’s consumption idea, influence consumer attitudes of different social groups, and influence consumer behavior. The fourth chapter analysis the dualism of media technology to consumer culture and from the perspective of the media technology the development trend of consumer culture. The media technology influences the consumer culture both positively and negatively. It overall embodies in the innovation of consumption culture and the "heavy consumption, light culture" phenomenons of consumption culture. The theoretical study of the question profoundly influences the usage of China’ s current media technology as well as the policy planning and making in the area of consumption culture in the future.