Research On Social Media "Anti-Recommendation" From The Perspective Of Criticism Consumerism

With the astounding development of economy,commodity productivity has greatly improved,which has also brought about the continuous innovation of marketing means.The spread of "Recommendation" has become an important means for businesses to carry out content and reputation marketing from users’ spontaneous experience sharing.A large number of false "Recommendation" information endorsed for the brand is confused with the real "Recommendation",and forges the real consumption experience and user interaction process,which interferes with the normal consumption decision-making and arouses the antipathy of some participants.They spontaneously gathered together to create "Anti-recommendation" content,set up an anti-consumer community,and spread their influence in the virtual space.Whether it is the continuous growth of numerous "Anti-recommendation" videos and graphic content,or the growth of the scale of the minimalist and anti-consumer community,all kinds of communication and interactive information reflect consumers’ requirements for high-quality consumption experience and the public’s yearning for a better life.Brands and businesses should track and study the shift of consumer demand,and the society should guide young people to build rational consumption values in a timely manner.Therefore,the study of social media anti-recommendation under the perspective of criticism of consumption has certain theoretical value and practical significance.This research takes criticism of consumerism as the research perspective,adopts online ethnography and in-depth interviews,selects youth sub culture videos as the research object,and preliminarily describes the manifestation and communication process of grass pulling behavior on social media platforms.Based on the fourth consumption era and the media consumption theory,this paper gives a preliminary description of the anti-consumption phenomenon on social media such as Bibili,Little Red Book,Douban,etc.Based on the theories of transindividualization,consumer society,the fourth era of consumption and mediated consumption,we analyze the background of this phenomenon from the perspective of macro factors and micro factors such as individual thinking,and interpret the characteristics and connotations of anti-consumption communication from the perspectives of identity differences of participating subjects,diverse media forms presentation,repulsive identity and media symbolic landscape construction.