Consumerism Perspective

With the combination of the theory of consumerism and diffusion, the thesis carried out research of the causes for the rapid diffusion of mobile phone in China from the perpespective of consumerism. The core hypothesis of the thesis is that consumerism culture has acted as an important and unneglected role in promoting the rapid diffusion of mobile phone.The previous researches had provided me very useful data to prove the hypothesis. From these data, I found out that the consumerism could have effect on consumer in three aspects: the buying motivation and choosing reasons, the using and rate of replacement of mobile phone. I also conducted some field work byinvestigating and interviewing the most familiar group------fellow-villagers who hadcome in Guangzhou to go in for bussines. The findings furtherly proved that consumerism ideology existed in some degree in the people with different identity and status. I especialy found that some people had sacrified their requisitive need to buy a fasionable mobile phone. Consumerism ideology is so explicit in their behavior and is proved to be harmful at this point.At last, I analyzed the rhetoric strategies of consumerism of the mobile phone manufacturer and trader: rhetoric designing strategy and persuasion strategy in advertisement. Based on this, the thesis pointed out that the original purpose of these strategies was to popularize the consumerism and place the consumers as the victim of consumption of mobile phone.