Study On Rural Consumption Culture Changes In Minority Areas

Based on field work and literature review,this paper takes San jiatai Mongolian village in Hefeng as a case,and uses integratively ethnology,anthropology, sociology discipline theory and research method to do a empirical study and theoretical study on consumer culture in Sanjiatai. On the basis of social transformation, it was thought that the minority villages in remote mountainous area are gradually covered by the developmental system of modernization and urbanization with the modern transformation of traditional rural society.Urbanization of consumer culture and the rise of western society consumerism is gradually deep into ethnic rural areas in remote mountainous areas.Prestige of the modern consumer culture in cultural hegemony compresses the living space of every aspect of the consumption structure of rural consumer culture,consumption culture changes.This change is not revolutionary,but in a trend of slow progress, and in the process changing constantly links and integrates traditional and modern consumer culture to form the new reconstructed village culture.Multiple factors lead to the changes of consumption culture in ethnic areas.Such as rural economic development, rural-urban migration, enhanced labor force trends,cultural transmission and reception of information channels to broaden and speed and so on. Advantages and disadvantages of these factors again in the form of the traditional role act on rural ethnic areas. while promoting rural economic development and improving their living standards and quality of life, strengthening national identity of villages’ immigrant groups, expansion of rural consumer group space and promotion of human interaction they also brought about phenomena such as conspicuous consumption,comparison of consumption,ahead of hedonic consumption and unsustainable consumption concept. These negative factors affects the building of harmonious interpersonal relationship of rural residents, unity and harmonious ethnic relations in rural communities. In this regard, It is of great significance to create a civilized rural consumption environment, to guide the rural residents to establish a scientific and rational consumer attitudes and consumer behavior, and to optimize the consumption structure of rural households,which promotes harmony and national unity of rural social development in ethnic areas.