Mainland Youth Film Research From The Perspective Of Consumer Culture

Because of political system and social development in mainland China, for a long time, none of the youth film came into view. In 1970s, youth film began to take shape under the macro-narrative. After the reform and opening-up policy, depend on the economic development and the multiculturalism,youth film have had a new improvement. In 1990s, fifth generation director lend at youth groups and narrate their joys and sorrows in the ever-changing social landscape. After entering the new century, a growing portion of the recording mark of a young individual, highlighting the value of individual life youth film shine.The market power of youth film under consumer culture glow vigor and vitality. In 2013, director Zhao Wei of the movie "So Young" was reying in the domestic cinema, triggering universal nostalgia. The youth film which has small budget set a benchmark of market success to the mainland youth film,and since then, a portion of the film under the banner of the youth occupy half of Chinese cinema. These similar style youth film hit the audience psychology continentally, piling up the temptation of consumption symbols, creating a field of youth fantasy feast, then under mature business operations successfully attract the public eye, causing viewing boom. Although repeated box office success, but youth film because of similar narrative, superficial expression, exaggerated visual effects, biased values led to a strong controversy by movie critics and some public criticism.With consumer culture perspective, this paper discuss contemporary Chinese cultural context consumer society, nearly years aggressively youth film to study the text, aggressively depth analysis of the status quo under the context of contemporary consumer culture in China youth film, consumption and production characterization mechanisms for abuse Consumerism digestion depth expression youth film critique, which summed up a road of sustainable development of the continent youth film.