Research On The Construction Of Mainstream Ideology In My Country Under The Influence Of Consumerism

As a social ideological trend,consumerism was produced in America in the 1930s.At the time,the labor productivity in America was greatly increased,the policies to encourage and stimulate consumption economy were introduced gradually,and the organic view of nature was replaced by the mechanistic view of nature.Moreover,the installment payment system gradually expanded from production areas to the field of consumer goods,and the advertising industry was more prosperous than ever.All these factors led to the consumerism.The features of consumerism include the luxury consumption,symbol consumption,and consumption control,however,in traditional society,there existed privilege in luxury consumption,socialization in symbol consumption and domination in consumption control phenomena.Therefore,this thesis concludes the consumerism 's main features on the basis of traditional and modern comparison from the perspective of history:the popularization of luxury consumption,the proprietary of symbol consumption,the concealment of consumption control,and further,the thesis analyze the consumerism's class essence according to its characteristics:to meet capital profit-driven and support the legitimacy.In the over 30 years of reform and opening-up,with the establishment of Chinese socialist market economy system,the financial policy is changing from suppressing consumption to encouraging consumption.In the process of cultural globalization,consumerism values are spread and penetrated through mass culture goods from the western,which constitute the internal and external reasons of the spread of consumerism in China.Then,the mass media Is keen to play advertising,film and television works which contain consumerism values.The entertainment tendency of news is obvious.Today,consumerism produced in the United States has become a way of life among the new rich in China,and consumerism,as a kind of value,is being accepted by more and more people.The performances of consumerism in China's daily life are that the luxury consumption grows rapidly,over-consumption generates,symbol consumption is becoming a trend gradually,competition consumption becomes popular,and imbalance phenomenon of consumption still exists.In spite of the wide spread of consumerism in Chinese public level,the description of consumerism's influence by many scholars are limited to the fields of economy,society and culture because of the pointcut of social consumption and sentimental existence.Thus,the thesis puts forward that it is necessary and significant to sort out the influence on China's mainstream ideology by consumerism and formulate measures.Because consumerism is the contemporary capitalist ideology which has obvious differences in value orientation,class position and consequences of a fundamental from the mainstream ideology in China.They are two opposing ideologies.Consumerism is not a consumption concept simply on personal private life.It not only has bad effects on personal consumption's normality but does overall harm to China's mainstream ideology.First of all,on the pointcut of daily life,it makes it possible to make China's mainstream ideology construction goals dangling because people are influenced by such consumerism indulgence in the material pursuit and satisfaction,giving up the socialist ideal and belief and value pursuit.Secondly,excessive consumption of consumer behavior and a large amount of waste production behavior brought by consumerism on one hand hinder China's economic and social comprehensive,sustainable development,and on the other hand disturb the function of our socialist mainstream ideology in the service of economic,political,cultural,social,and ecological civilization construction.Thirdly,the conspicuous behaviors of the new rich and their agents which arouse the public's resentment,distrust,hostility and attacks,seriously affect the integrity,friendship,unity,harmony,mutual and harmonious interpersonal relations among people.It is a big obstacle for our country to build a harmonious socialist society.Finally,consumerism is spread indiscriminately by the mass media in the public,and its perceptional image is vivid,lively,intuitive,funny and not affected by the cultural level of the audience,and the limitation of reading and understanding ability.So it is widely recognized and identified among the audience,which severely weakens the effects of mainstream ideology communication in ChinaIt must be based on the theory of Marxist consumption theory for Mainstream ideology to cope with the challenge of consumerism in China.This thesis takes vertical analysis of the development process of the Marxist consumption theory:from Marxist consumption theory of historical materialism to Lenin's thinking on consumer society,and to Mao Zedong's Dialectical View of consumer,with the emphasis on socialism with Chinese characteristics and consumption.What's more,the study argues for a comprehensive critique and transcendence in value orientation,class position and consequences of the consumerism.Consumption theory of Marxism has changed from the object-oriented to the people-oriented,from representing the international monopoly bourgeoisie fundamental interests to the broadest people's fundamental interests,from the frequency of the international financial crisis and environmental crisis to the harmonious development of men and nature,men and women.In the face of consumerism influence and harm of mainstream ideology of our country,the thesis put forward to begin from the current practice of the construction of the socialism with Chinese characteristics and make it based on the theory of consumption theory of Marxism to develop the principles to challenges of consumerism by China's mainstream ideology:to adhere to the development of China's mainstream ideology innovation,and take the economic construction as the center and attach great importance to ideological work at the same time.Therefore,many ways are explored in our country mainstream ideology construction under the guidance of combining the propaganda of the scientific concept of consumption with the criticism of the false consumerism.First,the top priority now is to improve people's live-hoods,to stick to party's mass line,and to make the development benefit all the people more fairly,strengthening the ideological construction of mass base.Second,it is important for the mass media to overcome the consumerism tendency,adhere to social responsibility in the tide of marketization,and play an advanced role in the construction of dissemination.Finally,it is obliged for the advanced to play model demonstration in action,and the general public to be conscious in recognition and practice of the mainstream ideology;what's more,different groups should be united to play his role in the process of construction of mainstream ideology.