An Analysis Of The Social And Cultural Mechanism Of High Consumption In Rural Marriages

Based on central Y village in Anhui province as an example,using literature analysis,participatory observation and unstructured interview research method,collects and analyses the Y village marriage consumption list in recent five years,respectively from single run-up engaged to marry period listed four consumer stage the entire cycle of consumption,the study found the marriage of rural marriage consumption amount is much higher than the main body the family net income of nearly five years,widespread phenomenon of marriage and high consumption.The consumption behavior of marriage takes place in the rural society under the influence of the traditional etiquette and custom order.It has its own regional characteristics in the aspect of consumption view.In terms of consumption behavior,the bride and the groom take a variety of strategic games according to their own conditions;Public opinion pressure of acquaintance society makes current rural marriage consumption be restricted by many rules;Under the impact of urban culture,the rural marriage consumption market is dissimilated in many aspects,which aggravates the pressure of rural marriage consumption.The phenomenon of high consumption in rural marriage has its unique cultural motivation.It plays a specific social function and culture in rural social life.Deeply influenced by the face culture in traditional Confucian society,it is manifested in the consumption behavior of the consumption subject blindly following the crowd and conspicuous consumption in pursuit of face.Marriage consumption function,although family bring heavy economic burden,but consumption main body to construct social identity through marriage consumption,consolidate and expand the social relation network,in the foreseeable future to obtain all kinds of tangible or intangible social capital because of the rural consumption intensity of marriage and family economy is not the same proportion increase,consumption main body had to take the amphibious consumer behavior,it is reasonably explained the low economic income of farmers in marriage consumption big phenomenon in general,marriage and high consumption cannot simply be summed up in one of the reasons,but by the economic and cultural consumption idea Social mobility and other factors lead to a comprehensive result.