| Advertising communication has more and more significant impact on the new generation of migrant workers in the daily life. Under the influence of advertising communication and consumerism,the daily life, interpersonal communication, recreation and entertainment of the new generation of migrant workers are very different from those of the first generation of migrant workers. Their consumption orientation, value pursuit and concept of life, compared with the latter, also appeare significant changes, which makes their cultural identity show the dynamic characteristics of deconstruction and reconstruction from the surface to the deep. However, during the reconstruction of cultural identity of the new generation of migrant workers, the social and individual resistance will affect their actual progress. Meanwhile, the external identity of the cultural identity of the new generation migrant workers is also affected by the media environment, consumption index and other objective factors.But one thing is certain that the new generation of migrant workers who will be in the context of globalization and information technology along with the development of China’s modernization process will eventually get a new cultural identity. What are the characteristics of this new cultural identity? How does it relate to more and more developed advertising in today’s times? What kind of interaction will appear with the more and more popular consumerism in current Chinese society?These are the problems we need to think of and explore seriously, which directly determine the objectives and value of this topic.This research adopts the method of questionnaires and interviews to explore the deconstruction and construction of the cultural identity of the new generation migrant workers under the influence of advertising and consumerism. The new generation of migrant workers in G Village, Huanggang City,Hubei Province are taken as a key object of study. The preliminary conclusion is as follows after study in depth:(1)The new generation of migrant workers’ attitude to advertising media is closely related to geography, age, and education. Their exposure to advertising media is significantly greater than the first generation of migrant workers, which means that their cultural identity has more potential to be influenced by the impact of advertising communication in the process of change.(2)The impact of advertising on the new generation of migrant workers shows in the performance of daily life, interpersonal, leisure and entertainment and other aspects. The new generation of migrant workers’ changes in life show that the characterization of life has been in full convergence with the public and away from the original farming culture life style. From the consumerist point of view, Advertising communication guides the new generation of migrant workers to keep up with the trend of the times and speed up the pace of self-improvement, in order to make the civil life style as the goal of personal ideal life, and make continuous efforts to achieve this goal.Therefore, we find that the new generation of migrant workers, with the full effect of advertising communication and material consumption improvement, have completed a critical leap in the superficial construction of cultural identity.(3)The new generation of migrant workers to increase investment in cultural consumption, to accelerate the practice of advanced consumption and enhance awareness of symbolic consumption,etc. These features not only shows their great changes in the consumer area, but also shows that they have to realize the civic consciousness. Their material and spiritual, personal and social, practical and aesthetic value, to some extent, fit the goal of the new era. Their concept of paying attention to enjoy the present life is the result directly stimulated by advertising and consumerism. Therefore, the spread of advertising through consumerism guidance also plays an important role in the cultural identity of the deep construction of the new generation of migrant workers.(4)The identity of the cultural identity of the new generation migrant workers is greatly influenced by the media environment and consumption index. From the attitude to their cultural identity of the ordinary farmers, the first generation of migrant workers and urban residents , and the new generation of migrant workers tend to recognize their cultural identity. But to truly realize the cultural identity from the farming to the public cultural identity,there are many problems and difficulties need to be resolved or overcome. To solve or overcome these problems and difficulties,the support of political decision-making, the improvement of economic conditions, the upgrading of cultural literacy and the advertising communication and consumerism ubiquitous influence can not be separated. |
