A Research On Female Consumption In The Context Of Mass Culture

With the development of society and the prosperity of economics, mass culture has replaced elite culture to play a dynamic role in the society and impacts people’s behaviors. Since modern society has been gradually turning into consumption society, consumerism culture starts to lead people’s daily life, and aesthetic daily life make us pay more attention to everything happening around us. Being sensitive and sentimental, females are much susceptible to the influence of mass consumerism culture, and become the main force of consumption. The thesis aims to analyze female consumption against the backdrop of mass culture from three aspects, the impacts of mass culture to female consumption, the sign value of female consumption, and the consumption concepts of female consumers.The first chapter introduces the methodology and significance of this thesis, and rearranges the previous female consumption concepts, and put forward the research structure of the thesis. With the progress of aesthetic trend of daily life, the research scope of the theory of literature and art extends gradually to consumption, advertisement, and so on, which shows greater realistic significance to female consumption. Currently, studies on female consumption scatter in the field of consumption, and this chapter tries to make a conclusion of the dispersed conceptions so as to integrate and rearrange all these female consumption conceptions.The second chapter analyzes the cultural context of female consumption. In the beginning, the thesis explains the three concepts of mass culture, consumerism and female consumption, and then it discusses the impacts of businesses and advertisement media to female consumption respectively. The external factors influencing female consumption mainly include consumption sites and advertisement media. Various consumption sites offers splendid stage and advertisements awake the deep desire of human beings. Since females are positioned at the last link of consumption chain, they are usually surrounded with consumption conditions.The third chapter studies the sign value of female consumption. In this consuming society, commodity’s use value has been weakening, but the sign value is gradually standing out. In order to sell surplus products, businesses have to explore sign value apart from use value and seize consumers’purchasing desires by capitalizing on the impacts of sign values to identity and the construction of social significance. Sign value, exceeding use value, becomes the foremost factor influencing female purchasing desire.The fourth chapter analyzes the female consumption conceptions. Because of different social roles, female consumption possesses various features, and females with different roles have their own unique consumption strategies. When females are playing a family role, they tend to emphasize practical and rational consumption. Meanwhile, when they turn to the career role, they choose to satisfy their aesthetic and emotional needs. As forerunners of fashion consumption, white-collar females try to identify their social status and express their inner aspirations through fashion consumption.The fifth chapter discusses the understanding and introspection of female consumption. We should treat the issue of female consumption dialectically. While females are demonstrating themselves in the process of consumption, they still conduct some irrational activities. Females need to develop new images, and advocate rational consumption concepts to comprehensively manifest female charms.