Research On Featherstone's Consumer Culture Theory In Postmodernism

Mike Featherstone is Director of the Theory, Culture & Society Centre and professor of sociology at Goldsmiths, University of London. He is founding editor of the journal Theory, Culture & Society.Professor Featherstone is a leading scholar in the research of postmodernism, consumer culture and global culture. He further integrated culture study with sociology in his books Consumer Culture and Postmodernism (1991), Undoing culture:Globalization, postmodernism and identity(1995), that has exercised extensive influence over the study of culture and sociology. In addition, he efficiently organized global dialogues on culture study by making good use of his position as director of the Theory. Culture & Society Centre and founding editor of the journal Theory, Culture & Society.Featherstone's theory of consumer culture was inspired by the Critical Theory of the Frankfurt School, as well as influenced by the postmodernism writings of Daniel Bell?Fredric Jameson Jea Baundrillard)?Bauman. He interweaved his extensive and profound system of theory with various branches of learning such as anthropology, sociology, philosophy and aesthetics.This dissertation is aiming, from theoretical perspective of sociology, culturology, aesthetics and mass-communication, to dig into the theoretical connotation of postmodernist consumer culture, and to elaborate on how postmodernism emerged and developed to a strong and influential trend of cultural thoughts. In addition, it indicates that the main concern of consumer culture research is the consumption gratification andaesthetic characteristics reflected by specific practice of consumption.This kind of characteristics has displayed the styly diversity pursued by consumers in a postmodern society. Consumer culture can therefore develop more directly people's individuality and otherness.It is just due to Featherstone's unique perspective of interpreting the cultural circumstance in a post-industrial society that he elaborated profoundly on the following important subjects:he explained how to differentiate the value of a culture, and answered culminating questions such as how to live one's present life.This is the enlightenment given to us by Featherstone's theory of consumer culture, as well as the purpose of the study in this dissertation.The Chapter 1 is the consumer society takes shape and the consumer culture rise. Postmodernism had become customary for people age label with the rise of the consumer society and consumer culture increasingly popular. Consumer society and consumer culture were gradually familiar with the world through unremitting efforts of Mike Featherstone and other scholars. It is also possible to perceive that symbols presented consumer culture takes tremendous social change, reconstruct the concept of people's daily life and popular culture, updates people's consumption concept and habits.The Chapter 2 is aestheticization of everyday life in Postmodernism coordinate-system. This is the theoretical cornerstone of Featherstone consumer culture. Scholars from various countries on the aestheticization of everyday life have been explored and opinions vary. Featherstone believes that aestheticization of everyday life makesthe boundaries between art and everyday life of human society no longer entirely different. Aestheticization of everyday life in the process of globalization continues to be extended to the rest of the world. It is to infiltrate in people's daily life of a phenomenon. Consumer spending is the main practice field and consumer behavior is rich aesthetic tendency.Meanwhile Featherstone noted that postmodernism has developed a sensual aesthetic that emphasizes direct immersion of the primary process and unreflective body aesthetics. The performance body tension makes even more exaggerated and rich consumerism and postmodernism in societies. Somaesthetics has a long history. In particular, they are singled out and focused on in Featherstone study. In his view, the concept of the body in consumption are constantly change, the more people yearn for even more luxury and enjoyment of life, the more consumerism is prosperous.The Chapter 3 is that Mass Media effects on Postmodernism and consumer society. Featherstone believes that the post-modern society has brought the prevalence of consumerism, which spurred the changing people attitude for goods. People were stimulated the beyond to meet the basic physiological needs of life though the mass media. The consumer society consumer considered goods as a symbol and image. The innovation and progress of mass media also contributed to prompting the accelerating this process. At last a new social situation was formed.The Chapter 4 is middle-class practice of consumption.Featherstone believes that consumption practice of the middle class is a most source can not be devoid of strength in the consumer society. Both for chasing the quality and brand, or construction on the identity and status, which are both methods of reshaping consumption quality in consumer society. This chapter mainly studies how the emergence of the middle class and the emergence of this class consumerism to enable broader dissemination, the middle class and the emerge of consumer society complement and interacts, how each other promoting their development and innovation.The Chapter 5 is the consumer culture of postmodernism and religious traditions and Consumer Perspective strength match. Asceticism advocated by religious traditions and having a fun indulgence in postmodernism raised have lust consumer culture on the contrary. Both compete with each other. Especially the Western capitalist countries it formed a strong contrast in human society.Featherstone put forward new ideas in the book. He was particularly opposed to the idea that lifestyle and consumption are completely manipulated by mass society product. In rebuttal to the Frankfurt School, he made a view on sanctity in consumer culture are disappearing. Consumer society has changed people's way of life, changing the form of religion, but the pursuit of the ultimate human goals and values have not been changed. That is, under one dollar to contend with diverse ideologies, both in varying degrees to make a change and remodeling, which is post-modernism and other Marxist different place. This theory attracted wide attention in China scholars.The Chapter 6 is consumerism reflection in process of globalization. Since the 19th century, consumerism has become the mainstream value orientation of western developed capitalist countries. People should have a clear understanding on the definitions, characteristics, production, development and important influence of consumerism and based on the actual situation have the proper reflection. Today, in the process of globalization continue to extend, this study is particularly important. This chapter will analyze consumerism, combined with status of China and deep reflection of consumerism, so that we can easily deal with consumerism context of globalization.In carding the process of Featherstone theory of consumer culture, we found that postmodernism has more vitality than fashion. It raises the issue, involving all aspects of intellectual and cultural production, transmission, dissemination. It becomes powerful, cultural imagery rich images. It can in a fairly long period of time to maintain its strong cultural influence. That is why Featherstone and other social scientists, theorists of postmodernism so interested in it. The close attention of Featherstone for consumption, culture, art, religion Changes, for the life of the individual, for the liberation of the individual, for us to build a harmonious society and realize the Chinese dream, has a profound inspiration and reference.