A Study Of Cai Xukun's Phenomenon Based On The Viewshed Of Consumption Spectacle

Nowadays,Pan-recreational phenomenon pervades the public space of our country,among which the more typical is the functional entertainment of the media,especially the mass media,the content of the network media is more entertaining,such as tidbits which are full of the internet..From the perspective of commercialization,for the mass media,it is the instinct that pursuit of profit determines the selection and processing of contents.For mass media,undoubtedly,the cultural industry is most profitable,and the star culture is lie at the heart of it.The research content of this article "Cai Xukun's Phenomenon" is an example of a celebrity spectacle constructed by the mass media and consumerist ideology.Cai Xukun is the first product of the first domestic idol competition to form a reality show "Idol Trainee".Its own "idol","cultivation" and many other qualities have triggered a traffic storm and also reflected Unprecedented ability to bring goods.When every fan actively crowdfunded to vote for him,his fan stickiness and loyalty are also visible.However,the essence of idol competitions to form star-like programs is a new consumption model produced by the mass media.It is not derived from the spontaneous cultural needs of the masses,but the capital is one-handed for profit,and it is dominated by capitalist,Operating in full compliance with commodity principles and market rules.The main characteristics of consumerism are two aspects: First,consumers consume the symbolic value of commodities rather than use value,the essence of symbolic value lies in construction differences;second,the purpose of consumption is not the satisfaction of actual needs,but the Satisfaction of stimulating desire.From a path point of view,consumerism uses advertising as a medium to guide the alienation of mass consumption concepts,thereby achieving deep contextual control of mass consumer desires,and celebrity idols with celebrity effects themselves are natural helpers of advertising.As a result,mass media and consumerism conspired to construct a series of celebrity wonders,and consumerism was able to further disseminate symbolic and differentiated consumer concepts.This paper mainly takes Jean Baudrillard 's discussion on consumerism as the framework and ultilize the semiotics,structuralism,communication,political economy and other theoretical directions to deconstruct the symbol meaning of the Cai Xukun's phenomenon.From the perspective of structuralism,the construction of mass media for simulacra society mainly through the Agenda setting theory,Mythologies and Acculturation theory,The media expose the life of stars to the public frequently to form public issues and shape the mainstream consciousness of the society.Through the second-level symbol structure mythologies in semiotics,the star symbol is given some symbolic meaning.For example,being a fan of Cai Xukun symbolizes the behavior of supporting the dream.In a consumer society,media spectacle is actually a spectacle of consumption.In the last two chapters,this paper analyzes the five levels of symbol consumption in Cai Xukun's phenomenon from the perspective of symbol construction,such as the consumption of physical and social demand,and deconstructs the interactive relationship between the public demand and media communication which concealed among them.For example,the consumption of physical and identity can be attributed to the autonomous demand of fans,and the alienation of leisure time is completely the result of mass media which under the domination of consumerist ideology.