The Study On Rural Youth Marriage Consumption From The Perspective Of Symbol Consumption Theory

With the rapid development of economy and society today,the remarkable improvement of people's material living standard has led to corresponding changes in consumption concept and consumption behavior.People not only consume the practical value of goods,but also pay more attention to the symbolic value of the representative identity,status,taste and personality of goods.In this paper,on the basis of Baudrillard's theory of symbolic consumption,using the research methods of depth interview,selects the married youth and their parents of the X village in Handan city as the main research object,analyzes the rural youth marriage symbol consumption performance and characteristics,explores the multiple reasons for the consumption behavior of marriage symbols,the negative impacts of excessive symbol consumption on youth themselves,families and society,and puts forward relevant practical advice.At present,the rural youth's marriage consumption has obvious symbol consumption meaning,the focus of people's consumption has shifted from the practical value of goods to the symbol value and symbolic meaning,and the symbolic meaning of marriage goods are deeply concerned by the rural youth and appear in each stage of their marriage consumption.In addition,the level of marriage consumption of rural youth has been increasing year by year,becoming more keen on brands and the pursuit of fashion,marriage consumption gradually to high quality,big brands,fashion symbol consumption change.There are three main reasons for the consumption behavior of marriage symbol of rural youth: First,it is inseparable from the self-esteem needs and consumption psychology change of rural youth;Second,the reduction of the number of children in the family,the focus of consumption shifted from take care of parents in old age to subsidize children's marriage and the increase of economic income all pay an important role in promoting the generation and development of symbol consumption.Third,consumption culture,the concept of “face”,the influence of community reason and the role of market orientation are all important reasons for the consumption of marriage symbols of rural youth.Marriage consumption of excessive attention items ofsymbolic value,inevitably,there will be some negative effects,not only for misleading rural youth's consumption concept and consumption behavior,for the development of their mental health has serious negative effects,also makes some rural youth deliberate pursuit of symbol consumption sense of vanity and satisfaction,but ignore the real meaning of marriage;At the same time,it will increase the economic burden of the family and even lead to the tension of some family relations.Moreover,it is easy to foster the unhealthy atmosphere in rural society,which makes the phenomenon of comparison,ostentation,extravagance and waste in marriage more and more common,resulting in the unnecessary waste of social resources.Therefore,in view of the above negative effects,the author puts forward three specific suggestions: to strengthen the youth's self-education,change the family consumption concept and purify the social folk custom,so as to advocate the rational and moderate consumption view of marriage,and correctly guide the rural youth's consumption behavior of marriage.