Research On Moe Culture In Bumper Stickers From The Perspective Of Symbol Consumption

At present,China has entered the automobile era.The surge in the number of private cars has led to the hot consumer market of stickers posted on cars.At the same time,we have entered the consumer society described by Baudrillard.Consumers are more in pursuit of the symbolic value of goods when they consume bumper stickers.MOE(from the Japanese pronunciation of cute)culture originated in Japan has spread to China and become a popular cultural phenomenon in Chinese society.MOE words,people and objects appeare in every aspect of social life." MOE " and "show MOE" are pursued and loved by the public.The symbol consumption of MOE culture has also become the mainstream of the current consumption behavior of bumper stickers in China.This study adopts content analysis and case analysis,takes Baudrillard’s symbol consumption theory as the main theoretical basis,supplemented by other semeiology and communication theories,and conducts a quantitative study on the symbol consumption phenomenon of MOE culture in bumper stickers consumption behavior.Firstly,through the coding analysis of the samples from four dimensions,including text,subject image,color and props,this study concluded that the current cuteness cultural symbols present an overall picture of continuous collision between tradition and innovation in the stickers,and have the characteristics of visualization.Secondly,this study uses the semiotic theory of signifier,signified and means to interpret the meanings of the three typical samples,and proposes that there are three levels of interpretation of the meanings of the symbols of MOE culture in the bumper stickers.The practical value is to prompt the condition of the car,to remind the distance and speed of the car and to cover the scratches;The feeling image is dreamy and romantic,childish and innocent,relaxed and interesting;The Personality image is pure,weak and humorous.By showing weakness,MOE becomes a kind of soft violence.Thirdly,this study learns from and revises Mc Cracken’s structure and movement of the cultural meaning of consumer goods,and describes the two flows and reconstruction processes,nodes and ways of the symbol meaning of MOE culture in bumper stickers consumption behavior in detail,and finds that the symbol flow of MOE culture has two characteristics: grass-roots and instantaneous.Finally,the positive and negative effects caused by the widespread emergence of MOE cultural symbols in the current bumper stickers consumption are analyzed.This study hopes to provide theoretical reference and experience summary for content producers in the rational and scientific use of MOE through the research on content representation,meaning interpretation and meaning flow of MOE culture.At the same time,I hope that through the analysis of the positive and negative effects of MOE culture on social development,,all sectors of society are called upon to examine and use MOE culture from a comprehensive perspective,promote the diversity of content of MOE culture,and watch out for pornographic content disguised as MOE culture in bumper stickers.