The Local Identification Of "the Other" Culture

Jean Baudrillard proposed the theory of consumption culture that observes the consumption behaviors in the Western holidays from an angle of consumption culture. In recent years, there was a trend of massive consumption in public holidays. This thesis explored the symbolism and media structure of western holidays that got popular in China. It is found that the media defined these western holidays in terms of carnival, fashion and consumption. New interpretation of meaning and variation of symbols are also interesting findings. These changes in the process of assimilation satisfied the consumption needs of the Chinese public and contribute to the fast acceptance of these western holidays. The thesis focuses on the research of symbolism of western holidays in the context of consumption of goods during these holidays that have been more and more popular in recent years in China. The thesis tries to discuss the symbolism of consumption of Other Cultures as represented by western holidays in the context of Chinese media, cultural composition, recognition and psychology of the public by means of "text analysis" and "discourse analysis". The thesis presents the pros and cons of the symbolism of consumption of western holidays and wishes to provide guidance to the correct recognition of western holidays by the public in China...