A Study On Rural Human Consumption In The Period Of Transition

China has been paying attention to etiquette, which is a very traditional society, and etiquette has become a kind of lubricant to the whole society. Human consumption plays an important role as a mean to maintain interpersonal relationship for the Chinese nation. On the other hand, with the development of our society and improvement of people’s living standard, human consumption shows the feature of alienation. Nowadays research on human consumption is mainly about functional theory, social capital and exchange theory, filed theory and rational choice theory, mostly from cultural, psychological and complex perspective, research findings are very rich. Based on the sociology, we focus on and study the human consumption which is popular with China’s rural society during the period of economic and social transition.Object of the study is a rural village which is located in the middle of Henan province, and we interviewed sixty persons deeply for this investigation. The article analyzes comprehensively the current situation of human consumption in this area combined with its participants, standards, occasions and forms. Secondly, with the help of the description of rural human consumption’s behavior logic, it reflects the maintenance and expansion of the relationship between man and man, which not only strength the core relationship, but also mean the peripheral’s building and expanding. At the same time, based on the content above, further revealing rural people value orientation about human consumption during the period of economic and social transition, it’s just the mixture of emotion and ration, and it shows increasingly "the pan family""monetization" features, in general, emotion function is weaker and weaker but the purpose of the tool is stronger and stronger. In addition, in this thesis, I focus on analyzing the direct and indirect influence on the rural human consumption under the circumstances of Chinese socialist market, the rural population flow, the changing rural social structure and the reform in rural society in the environment of transition. At the end of this paper, I make some possible analyses about the development trend of rural human consumption, it’s just the fact that family rules and equality rules work at the same time, most importantly, when the economy and society develop to a certain extent, the emotion will be reset, and the current rural human consumption spreading in the economical and political fields may recover its original simplicity.