Consumerism Steering And Critique Of Popular Culture

With the industrial revolution and the coming of globalization, the social productionof consumer goods has become increasingly rich and colorful, the economic center ofgravity of human social has changed from production to consumption, the consumption ofthese material wealth will become the necessary conditions of further development. So，under the encouragement of government stimulus spending to encourage businesses, andin the background of crazy consumption card, we have to say that China has entered intoan era of consumerism.It is based on this background, this paper attempts to focus on consumerism toanalysis the steering of popular culture, and analysis the contained of its own causes, thepattern of manifestation and the misunderstanding of thinking, so as to make acomprehensive and profound understanding of the popular culture. This article focuses on"steering"，respectively explained from four aspects. That is，from the divine culture to thesecular culture, from the critical culture to the commercial culture, from the aural cultureto the materialized culture, from the traditional culture to the fashion consumption culture.It should be noted that "turning" is not only an important condition and but also animportant products. For example，the secularization is a product of consumer culture andthe economy development, also is the important background of popular culture, so wecan’t put "divine","critical","aural","traditional","secular","commercial","materialized","conspicuous consumption" these words isolated and absolute, but in a dialecticalapproach to look at.This paper is divided into six chapters. The first chapter clearly clarify thebackground and the significance the research, on the basis of summarization. The secondchapter, from the divine culture to secular culture, mainly emphasis on the rebellion of"secular culture", then further pointed out the reasons behinded. Such as the technologymedia，lifestyle changes and so on, thus draw the conclusion that people’s spiritual valueshas been digested. In the third chapter, from the critical culture to the commercial culture, set the entertainment, Internet Kuso and TV movies, the so called commercial platform asthe breakthrough point, pointed out the transmutation behinded the creators ofentertainment culture and the drivers of entertainment culture, warning people prevententertainment to death. In the fourth chapter, from the aural culture to materialized culture,with the help of Western Marxist scholars "Marx Materialization Theory","onedimensional man" theory and other theory support,proposed under the cover oftechnology, mechanical reproduction, constantly collage and other technologies blurredthe reality and the virtual, the art and the reality, the art mystery disappeared. In the fifthchapter, from the traditional culture to the fashion consumption culture, after clearyknowing the contacts between fashion and the conspicuous consumption culture, pointedout that conspicuous consumption as a product of modernity, which brings an impact oncity space and cultural heritage, in the pursuit of consumerism and hedonism characteristiclifestyle and attitude to life, make us enter into a growing consumption and material stage,and leading us into cultural nihilism. In the sixth chapter, the construction of Chinesecontemporary popular culture values, as measures of interpretation, the key is to based ontheir own traditional culture and ethnic culture, learning from the advanced foreigntheories, through market and the regulatory laws continue to promote cultural innovation,establish their own cultural brand, thereby narrowing the cognitive gap, and promoting thepublic’s cultural content.