Sign Value: A Dimension Of The Critique About The Consumer Society

In contemporary times,with the social and economic development,consumer's role in social life has become increasingly prominent,moreover,our daily life involved.As a most influenced post-modern thinkers,Baudrillard paid attention to the enormous changes of the contemporary capitalist society in consumption patterns,and recognized this change as from the production society to the consumer society.He started his research from Marx.And applying the theory of Semiotics,he explored profoundly the contemporary consumer's the growing ability to control and the consumption ideology.Baudrillard put forward the theory about the consumer society which is characterized by sign value,it set off a storm of protest.Obviously,through the research of sign value,we can not only better grasp Baudrillard's in-depth thought.Because sign value is its theoretical basis, understanding and construction of the sign value is internal basis of the evolution of his entire theoretical system. More importantly,with the help of this theory as the central clue, we can reveal more closely the nature of contemporary society and their own existence.Baudrillard's academic history can be summarized as from supporting modernity to betray and escape gradually;from believing and developing Marxismt to criticize and deny; from Realism to Nihilism.During the process of academic interest's such conversion,Baudrillard early provides a new way to analyze consumer demand,the media contacts and symbols characteristics in contemporary society. By analyzing, We can clearly see the symbolic theory played an important role in Baudrillard's idea.It should be said the establishment, evolution and sublimation of the Baudrillard's related theory are based on the sign.In his view,the contemporary consumer society is a symbolization society.ln addition,the consumption diving into the unconscious of the individual public silently in the form of an ideology through the sign and coding,become the most effective means of maintaining rule in the modern capitalist society.We begin to research from the Political Economy of the Sign as the academic purport of Baudrillard started from the Sign and the " Sign value" theory.During the process, we criticze his extremed thinking about Marx and the social reality with absorbing the reasonable parts.Only in this way,can we better adhere to Marxism and seek better understanding of the realities of contemporary social consumption.Therefore, the research will contribute to exploring the Baudrillard's though and analyzing social reality.