The Constructive Research On The Consumer Culture Of Tmall’s Double Eleven From The Ritual View Of Communication

Shopping festival is a particular period, which uses the tradition or popular culture of the society to influence and organize the consumers’ emotion. The paper takes the ritual view of communication in Tmall’s Double Eleven as a study, which put forward by the James Carey. In Carey’s view, communication is a kind of social action and a transmission of the practice. This practice has connoted and influence of the culture and involves the construction of belief and culture. From the perspective of objective technology, the paper argues that Tmall uses the Internet consumption has become the latest information circulation channel, and the media turn into another way of existence of the information. Tmall combines the present social youth subculture and technology itself for users of media to reserve the enough space and time. In the view of James Carey, the important content of the ritual communication includes the sense of the ritual source, ritual participants, the production and reproduction of connotation, experience sharing, and the enough time and space. Tmall makes the deconstruction of its own festival, and gives a good interpretation through combining with the current technology and cultural factors. Gradually a new culture of network consumption has been formed. From the subjective perspective of the consumption demand, Tmall constructs a new consumer festival from mobilizing entertainment,releasing emotion, integrating interaction, and the centripetal and centrifugal parts to meet the objective demands of consumers. It has become a necessity of social development by integrate the media and information, production and consumption together. Nowadays under the driven of advertising, consumer alienation is becoming more and more obvious. However, on the basis of rediscovering of the festivals and consumption of a living man, having a sense of his own experience and the liberty is not only a person’s question, but the theme of the era.