Study On The Western Concept Of Consumer Culture Since The Renaissance

In this paper, the concept of consumer culture as entry points, respectively, early modern and modern period, post-modern period of several hours nodes, from the Renaissance to the present is called the "post-modern" period was the concept of consumer culture in general carding.During the Renaissance, owing to generally low productivity levels, food and clothing was the dream of most people or the need to solve the problem, but it still didn't stop a small number of rulers, nobles and other upper-class extravagance. Not hard to imagine, their consumption behavior was despised by most people, especially by those who were deeply immersed in Protestant ethic.Industrial revolution was a great boost to productivity and the economy in the first human society, ordinary people finally can enjoy the benefits of material wealth, basic necessities are all-round improved, the first revolution in human consumption was arriving.After the two industrial revolutions, in the European countries, at least half of the people began to live in the city, the main sectors of consumer hedonism finally moved to start the next large-scale middle class and newly rich class there.The emergence of Fordism made the ultimate appearance of consumer society there, "Except for impoverished people," most began to consume. the spirit of thrift had been advocated in the Western society before the 20th century finally collapsed, pleasure supreme moral values of consumerism is established.In Post-modern society, people have enough purchasing power, consumption has not only to meet the life and physical needs, most people express themselves through the consumer's personality, taste, or show off status and position. Consumer has the characteristics of symbols Baudrillard puts forward. At the same time, people' relentless pursuit of consumption led to excessive waste. Under the backgrounds, people of vision put forward the concept of sustainable consumption.