The Virtual And Reality Of Consumer Codes

As a new expression form of literary and artistic creation,online literature based on Internet technology and using virtual number codes as carriers,carry out a variety of narrative types of literary creations and present them to the public consumers in the form of "hypertext".With the improvement of the national consumption and development of Internet information technology recently,the consumer culture presented in the development of online literature has been further reflected.The integration of online literature consumption and digital multimedia culture promotes the transformation of national consumption level,quality and patterns,while at the same time,manifesting the characteristics and performance of consumer culture.This article analyzes the current situation of the development of contemporary Chinese internet literature,and expounds the characteristics and performance of consumer culture in online literature consumption,and the impact on the development of online literature.In the transformation of consumer culture,it analyzes the elements of the changes in the online literature consumption process and the phenomenon of consumption alienation.Finally,it suggests building a healthy and orderly consumer culture of online literature,promoting the sustainable development of the online literature consumer market,promoting China’s socialist cultural construction,and improving the national cultural soft power.The introduction of this article expounds the definition and content of the two key concepts in the article— " Online literature","Consumer culture" and "Postmodernism".It summarizes and analyzes the research results related to this topic at home and abroad in order to construct the relevant theoretical perspectives and academic supports.The first chapter focuses on the characteristics of consumption culture in consumption form,consumption context,consumption subject,consumption object and consumption environment.It includes the attribute of hypertext,the conflict and integration of Chinese and Western culture,the popularization of audience,the entertainment of content and the marketization of consumption.And further elaborated the consumption culture to the network literature own development produces the positive and the negative influence.The second chapter focuses on the development and change of the current network literature consumption culture.Based on the factors of consumption culture of network literature(consumption subject,consumption object,consumption content and consumption environment),and analyzes the specific changes,including the rise of New cultural intermediaries;the return of realism and mainstream value subjects,and studies the changes of consumption creativity and influence of network literature.At the same time,it further clarifies the deep-seated reasons of social,political,economic,cultural,scientific and technological aspects behind this transformation.Finally,from the perspective of consumption alienation theory,this article discusses the alienation phenomenon existing in various elements of consumer culture in the development of online literature,and analyzes the causes and specific manifestations of alienation.While clarifying the significance and value of constructing a healthy consumer culture of online literature,we reflect on how to promote the construction of healthy and orderly consumer culture of online literature,and put forward suggestions and reflections on the return of the social value and literary spirit of online literature.