Research Of Sociology On Women Consumption Alienation

As the social production development, mankind has entered a consumer society. Departed from the original productive consumption meaning, which used to meet humanbeings' basic life need and keep reproduction of human being itself, the consumption has been taken as an important and practical means to construct and express identity. The consumption reflects the establishment and maintain of social relationship. Meanwhile, it becomes a vital part of daily life. It is not humanbeings' basic life need, but the incentive mendacious desires and illusory happiness they get when they consume. We consider it as consumption alienation in other word. Consumption alienation becomes a more and more universal and deep social problem.Being at the edge of consumption in consumer society, women trapped in a whirlwind of consumption alienation. Under the illusions of democracy and equality which are brought by consumer society, consumer provides women subject repressed for thousands of years with a way of release and construction of women subject value. Based on identification theory, this text will analysis the social significance of consumption; with the socialization of sex role, how dose women's identity form and how dose it affect women consumption, as well as the way of self-image through consumption. In the context of admonition of female code, body consumption plays a vital role of women identity.Women are under the risk of consumption as a result of women consumption alienation. Moreover, women consumption alienation has brought a set of disaster, such as departure from women subject value. There are various indications that women consumption alienation causes another kind of depress.Women consumption is influenced by impellent power of capital, consumerism, the incitement of mass media, restriction of male chauvinism, improvement of women's economic status etc, at the same time, as a reward of labor alienation. The expression of women's subject is limited to a certain extend by controlled consumption. Eyes being blinded, women can't completely express their true self-image. Under the condition, it prevents women from individual creativity, all-round and free development. On purpose of getting away from women consumption alienation, this research will explore an effectual way with four expects such as advocating consumption moral principles; rebuilding women' roles in society; reconstructing women identity by laying stress on women subject and self-value; normalizing the mass media. Women consumption will be guided to a healthy, harmonious, rational and personal consumption experience. When constructing identity, women can show women subject, personality development.