A Study On Female Images In "Consumer Culture"

After the 1960s,the western society began to enter into the post-industrial consumption society due to the influence of the post-industrial economy.Baudrillard believes that in the post-modern consumer society,the use value of things has gradually given way to the value of symbols,and "consumption",especially "symbol consumption",has become the inevitable outcome of the development of the post-modern society.In the post-modern consumer society,female images are influenced by mass media and patriarchal culture.First of all,the mass media controlled by commercial capital constantly encourages women to consume their bodies.The worldview conveyed by the mass media has a profound impact on women’s understanding and choice.The mass media plays an important role in the process of symbol consumption and has become the main tool of “consumer culture”communication.Secondly,the patriarchal culture also continuously creates the female shape that meets the male aesthetic requirements through the mass media.The female image is led by the visual image emerging in the consumption era,and women’s attention to the figure and appearance has reached an unprecedented height.Therefore,in the post-modern consumer society,women are engaged in a variety of body consumption,which can not only meet the needs of male gaze,but also meet the needs of capital seeking profit.In the field of art,artists living in post-modern times express the relationship between female images and “consumer culture” with their own personal experience.Influenced by the feminist movement,people begin to realize that the society is male-centered and that men have the absolute right to speak,even in the field of art.Postmodern artists express the female shape in “consumer culture” through their works of art,satirize and criticize the female shape in consumer culture,break the traditional definition of female image,change people’s stereotype of female image,and try to establish a new aesthetic point of view.By analyzing the influence of the mass media and the patriarchal culture in the “consumer culture” on women’s appearance,this paper explores the relationship between the female image in art and the “consumer culture”.