Female Consumption Culture And Its Cultivation In The Era Of Mass Culture

Consumption is the core topic in the era of mass culture, and the female consumption attracts more and more attention.With the progress of the society, women has greatly improved their status both in society and economic.However , when rethink the times with the comprehensive concern for women , we soberly realize that in the consumption field, the role women play has been changing, which from the consumption object in the pre-modern, to the Temporary consumption subject in modern society, and lastly becomes the bounded and the induced consumer under the oppressions of the aesthetic violence and the mass media.In the background of the era of mass culture, this dissertation cards the characteristics, the motivation, and the essence of the female consume.The first part is the literature review and concept definition of the consumption, the consumption society, the consumption cultural, and the female consumption.The second part analyses the different characteristics shows by female consumption for changes have taken place in politics, economy, culture and society, in the term from pre-modern, modern, to post-modern.The third part is a generalization of the characteristics of female consumption in the era of mass culture, and also is an analysis into the causes from cultural angle. As a result of commodity flooding in the consumption society, all round penetration of mass media , the aestheticization of everyday life, and the culture changes of social stratification, female consumption has developed into the state of pursuing fashion, seeking famous brand, valuing body aesthetics.The fourth part unmasks the essence of female consumption in the era of mass culture, also deeply animadverts on the consumption cultural which not only presses female subject consciousness but also leads to aesthetical void and spiritual void. Due to the pressure caused by both man right culture and the consumption trap made by media and commerce, female consumption becomes actually unconsciousness behavior which is under aesthetic violence and is allured, controlled by consumption ideology.The fifth part refers to the possibility and difficulty on cultivating new female consumption culture. Though we have to recognize the long-term and complexity of culture change, we still have to see women are changing themselves. They start to remodel the media text in their own way and start to avoid mainstream ideology. So, we can take some feasible measures such as create true female images in literary works, construct diversity standards of female beauty, stress on the real value of commodity in mass media, and advocate rational consumption, etc. Thanks to the extensive long-time efforts and women's subject consciousness awakening, autonomous female consumption culture will be a lead horse of the culture and the core of social development in the near future.