| Consume is a social activity in order to maintain the basic human survival anddevelopment, But in the modern era, Consume is having some kind of alienation due to driveby the interests of capital and under the control of cultural power,and development of a powerof the individual and departure from it should look like, from a necessity to meet the demandfor activities have become a common symbols and symbolic activity, and more in favour ofthe Embodiment and represents a symbolic significance,the people due to the use of consumerconsumption became a symbol for a value, and this change is to a variety of reasons,but thisfocus on impact on the consumption alienation of cultural power. and alienation has happenedto normal consumption activities due to control of cultural power, triggering a series ofquestions: the corruption of human nature, moral turpitude, increased environmental pollutionand ecological crises and so on. Faced with the stark reality, this article attempts to find a wayof correction, through institutional arrangements for the governance of the crisis,trying torestore order to the orderly life.Full Text in addition to the Introduction, is divided into four parts, the first part focuseson consumer related theory of alienation and its manifestations in reality.One is theconsumption of vulgar content, second, the consumption patterns of deformity, the third is thesymbolic target consumers; The second part described in three ways consumption alienationof real harm caused to the community, disadvantages of profoundly pointed out thatconsumption alienation. The main manifestation: one is the harm to the people, consumptionalienation made the spirit of the world crisis, subjectivity makes people lose, hindering man’soverall development; Second, the damage to nature, consumption alienation had leaded to aserious waste of natural resources, exacerbated the ecological crisis; The third is the harm tosociety,consumption alienation had increased social stratification and accelerated thederogatory social morality; The third part of the analysis of cultural power for consumeractivity control, in consumer activity was noted that there is a kind of cultural power, One is the social capital and cultural power.Second, the power of western consumerism culture,Third, gender culture power.Part IV focus on how to control consumption alienation. A legalregulation is to strengthen national media and advertising. Second, the establishment of mediacriticism Organization to increase supervision of the media and advertising. Third, strengthenmedia and advertising practitioners and quality of the audience.Through a combination ofthese three areas will guide the health consumption activities in an orderly manner. |
