Individual Consciousness,Self-identity And Reconstruction Of Everyday Life

This paper takes "everyday life" as the main line to investigate the 40 years of reform and opening up,the historical process of the integration of advertising production into the social process,and focuses on how individuals participate in the life practice of advertising production,as well as the impact of personal consciousness generation and self-identity.It is emphasized that the advertising production in this paper mainly refers to commercial advertising,and public service advertising is not within the scope of this study.The reason why we choose "everyday life" as the clue to investigate the history of advertising is that the existing researches often regard advertising as the external factor of the influence of social life,pay less attention to how the advertising production enters into the internal mechanism of everyday life,and pay less attention to the social practice process of personal participation in advertising production."Critique of everyday life" is Lefebvre's development and extension of Marxist theory.Lefebvre believes that in the context of "the bureaucratic society controlled consumption " of western capitalism,everyday life has become a planned object,in which the power of marketization and advertising is particularly important.The research of famous advertising theorist Stuart Ewen further promotes this view and puts forward the concept of "advertising as social production".This paper attempts to use the theory of "Critique of everyday life" to study the social process history of 40 years' reform and opening up,and the reconstruction of everyday life by advertising production.This paper holds that the 40 years' development and social process history of China's advertising industry is not exactly the same as that of the western consumer society.How to understand this "difference" and re evaluate its relationship with the social process of advertising production is the core question to be answered in this paper.At the beginning of reform and opening up,China's advertising industry was first promoted by the state,and entered into everyday life from the top to the bottom with the purpose of improving people's livelihood as the starting point.At the same time,it was also a meaning game process from the bottom to the top.After China's accession to WTO,with the increasing influence of globalization and marketization,the game relationship between advertising production and everyday life has gradually broken.The "everyday life" of advertising production has gradually become an important field of personal practice,and has a profound impact on the formation of personal consciousness and self-identity.This process is also a theoretical attempt to re understand the 40 years of reform and opening up.The introduction part constructs the theoretical framework of this paper,which is the process of advertising production reengineering everyday life and reaching personal practice.Different from the mainstream research based on marketing and advertising psychology,this paper takes the social process theory as the starting point,focusing on the process of consciousness generation and identity influence of individual participation in advertising production practice.This is the theoretical logic and research assumption of the introduction part.The second chapter mainly studies the period of commercial advertising production returning to everyday life(1978-1991).In this stage,advertising production has experienced a process of transformation from means of production advertising to means of life advertising.At the same time,the daily practice process of individual participation in advertising production is also accompanied by the process of transformation from collective value to individual consciousness.The third chapter mainly studies the daily process of"new relationship" between leisure and work(1992-2001).In this stage,with the transformation of social structure and the deepening of market-oriented reform,individuals began to actively participate in the practice of various types of leisure life in advertising production,and they began to identify with the value system of advertising production.The fourth chapter mainly studies the social process of advertising everyday life and creating "lifestyle"(2002-2009).After China's accession to WTO,with the further influence of globalization and consumerism,advertising production participates in the construction of media space and urban space.Advertising production embodies everyday life as "life style".In this process,the degree of personal participation in the life practice of advertising production is deepened,and the reflexivity of self-identity is further revealed.The fifth chapter studies the "personalized" life of advertising production and its individualistic culture(2010-2018).The intellectualization,calculation and accuracy of advertising production make individuals gradually retreat into the "individualized" life of advertising production,and the reflexivity of self-identity is further intensified.The conclusion of Chapter V and the research of Chapter II and Chapter III form a dialogue relationship.The sixth chapter makes a theoretical summary of this paper,and puts forward some reflections on this historical investigation.Under the environment of socialist market economy,the process of advertising production reengineering life practice,affecting personal consciousness and self-identity,has both convergence into the process of globalization and differences in its own practice.The process of understanding differences and similarities is a supplementary perspective to re understand the 40 years of reform and opening up.In the conclusion part,this paper puts forward three main conclusions:first of all,it constructs the research framework of advertising history with the critical theory of everyday life,which complements the theoretical perspective of the study of advertising history.Secondly,the research on the practice of personal participation in advertising production in different periods shows that the important value of 40 years'research on advertising history should be attached importance to the process of mutual construction of advertising and everyday life in the 1980s.Finally,the text puts the identity dilemma into the context of globalization and modernity,which is an attempt of the dialogue between the advertising production in the process of globalization and the context of China,and also a new starting point for the advertising industry of socialist market economy to walk out of its own theoretical path.