Critique Of Consumerism Phenomenon In Internet Communication

In 1990's, a major cultural transform happened in China. The rise of popular culture booming, the influx of post-modernist and the prevalence of consumerism changed the cultural pattern that used to be dominated by mainstream culture and elite culture. At the same period, Internet media was emerging and developing rapidly in China. The technical characteristics of network make it easy to integrate pop culture, post-modernist and consumerism culture. While advocating and disseminating consumerism and popular culture, internet media was affected by consumerism culture as well. That is, the network has become an important medium of production and consumption of desire. The effect was represented as follows: firstly, the emergence of network language, internet KUSO, privacy-searching tools, and large-scale use of the network tools; secondly, make-up and sensational news appeared in large numbers, online advertisings constantly advocate consumerism, and consumerist information absolutely privilege in number; thirdly, commercial, entertainment and inferior have become the main communication orientation of internet. This effect made it possible for internet media to destruct the grand narrative of mainstream media and the hegemony of mainstream ideology discourse, and to reproduce consumerism as a cultural ideology, thus providing a possibility of cultural democracy. Unfortunately, however, the influences of consumerism on internet are likely to lead to a lack of social responsibility of media, destruction of the spirit of humanity, and spiritual & cultural crises.