Research On Chinese Contemporary Media Consumerism

The early 20th century, the major Western capitalist countries experienced the industrial revolution, the progressive realization of industrialization, with the development of productive forces, it is not satisfied with the consumption of material goods, but turned conspicuous, extravagant, in symbolic consumption, entree into a consumer society. Consumer society is one of the classic theory of the famous French sociologist Baudrillard social theory. Its main feature is not primarily the value of goods and services consumed by the people, but their symbolic significance. People’s consumption behavior is not only to meet basic survival needs, desire is more dominated by man-made consumer.In the consumer society, the mass media began to consumerism, especially the development of digital media to construct the consumerism culture played an important role. Mass media consumption by shaping the environment, consumer culture leaders, cultural production and consumption, changing consumer attitudes of the public, to build consumer culture ideology.With the penetration of consumerism to the media, the mass media is becoming the main construction of consumer culture, consumer culture that is becoming the media of production and sales base, it has become an important industrial entity Consumption. The media involved in consumer culture of "production dissemination-consumption" session, and become the de factor controller of consumer culture. To adapt themselves to the pursuit of sensory stimulation of consumption, "tabloidization" market, and cater to the symbol and the character of fashion consumption become the main characteristics of media consumerism.Discussion on the behavior of the media in the dissemination of culture under the context of consumption, we must first explore the medium for consumerism values and lifestyles spread, found a direct influence on the daily consumption of media and social life. Second, it must clear the media’s own variation of consumer culture, driven by economic interests, the media for the purpose of consumption, about its products can be consumer production. Through advertising, variety shows, online media and other popular media culture case analysis, under consumption context, cultural forms of the media, the media "consumption-production" mode of operation. Finally on the point on the relationship between the media and consumer’s evaluation, both to certain media for consumption and promote economic development, the negative factors and to alert the media consumerism, beware of cultural backwardness and excessive consumption under the economic prosperity.This paper is divided into six parts, including introduction, four chapters and conclusion. The introduction describes the innovations and cultural roots of the theory of the media in consumerism, as well as the significance of this paper. The first chapter discusses the historical background of the consumer society, the basic concept of clear consumer society, consumerism, consumer culture. The first chapter discusses the historical background of the consumer society, the basic concept of clear consumer society, consumerism, consumer culture, and as a starting point, leads to the media present in the culture of consumerism. The second and third respectively on the media culture of consumerism turn, studied cultural forms of media consumerism issues. Discussion on media penetration consumerism, media mutate, becoming the main construction of consumer culture. Intermediary involved in consumer culture of "production-dissemination consumption" session, and become the de facto controller of consumer culture. The fourth chapter is to discuss the different of media functioning mechanism of the culture of consumerism through case analysis. The fifth conclusion is a reflection of media and consumption. Media is a form of culture, public opinion has an important influence in social transformation. Context of the current consumption, the values of media communication, consumer attitudes and cultural content, the medium itself works produced, indicating that media has become the main construction of the contemporary consumer society, based on a unique media dissemination, credibility, the right to speak, the public media must improve their cultural quality, as guide the sound development of consumer society, and create a positive and healthy consumer culture mainstay.