A Study On The Phenomenon Of Etiquette Consumption In Rural Society

This paper is based on a particular social scene, it is a study of the phenomenon of etiquette consumption in rural society .By descriping a case depply, the author study the impact of the practice of customs operations consumption activities on the family structure and social structure. From the perspective of functional theory, whether it is the functional theory of sociology or the theory of social psychology, the function of the system is that the balance of nature, society is stable and it is a permanent state of the structure. Etiquette acts as a consumer orientation and as a psychological orientation is accepted by the rules of its potential to regulate things. This potential regulation things along in the overwhelming majority of local people tend to a "balanced.". However, in these "balanced" analysis, at the same time we should also see the side of disharmony. Mother-in-law and daughter-in-law and son relations are experiencing tense relations.His brother's wife and his brother's wife and conflict between the brothers, "Kei bean stalk," There are a series of endangering social stability and harmony, these factors on the disharmony within the family unity and social harmony have an important impact.The author is the main consumer of the wedding on such a narrow B village life in the world, through several typical cases of deep depiction to the consumption behavior of people living on the world. In the eyes of this writer, people in the local consumer behavior in a specific customs of life in the world should be rational, because people from the economic assumptions of any normal are rational, will be from the "cost - effective" assumptions, and from a rational point of view to make their own choices, in my view, the local people especially, they will be in accordance with their own social capital owned by the consumer for a reasonable choice. But through surveys and interviews in the process, the author discovered that the overwhelming majority of local farmers is not the case, they are not as hypothetical as I followed the assumption that rational economic man. They often to a wedding ceremony at wedding spent several decades of their own savings. Therefore, in case analysis, we have to imagine that native people in the customs consumption is a non-rational or irrational? This may be a question worth considering, and from one aspect, people help customs village adjacent to the consumer expression and convey a meaning and the message, they carried out acts of Etiquette is not a simple consumer behavior, but this Etiquette consumer behavior by the symbols of the things, and in this respect they are rational. But from another in terms of their consumption caused by a number of factors disharmony, "borrowing Office Wedding" " Between mother-in-law and daughter-in-law" there are tensions after the "maintenance problems," On the one hand, they have this irrational the. Therefore, we sometimes purely rational principle is difficult to explain people, which seems to 'absurd''irrational' consumer action, and only from the moral standards ( 'face') perspective, we can truly understand the consumer Communication behavior behind the 'rational'. In this particular life in the world we found that all the individuals involved in the 'rational' actions lead to the overall objective of 'irrational' results. In the wedding process can be seen in the consumer sometimes seemingly irrational things, but because of the need for some kind of life, but also has to a large extent the non-rational things, embodies the rational and non-rational process of the combination of clever.We have chosen the case of the people are living in their own specific social groups, in the concept of the world, they have to accept the same concepts, practices, "potential rules" effect. In the real world, although they have the same system, the social system, such as the system of things, but they have a different standard of living, income, and other practical things. These same or different things the community has an important impact on another. However, in the analysis of the consumption wedding process, we discovered that the same side, and a Etiquette consumption is a symbol of the practice of logic, in the customs consumption, the consumption activities is not a simple practice of the material life, but the cultural life of a practice, that is, symbolic activities and performance activities, it is the pursuit of this symbolic things customs consumption is a native people to seek "balance" of the relationship between the operation of logic, to a large extent the majority of the people are consciously or not perceived to follow the majority of the consumer's behavior, in order to maintain their own behavior and the majority of people's behavior consistency, so as to avoid personal psychological contradictions and conflicts, to seek a balance of customs consumption is a relationship of the operation of logic, in wedding consumption, we found that many cases consumption is not a single wedding A family of consumer behavior, it is with the vast Xianglin, and the life-world are closely linked; customs consumption is a native people to "face" of a "self-identity" performance, in many cases, Marriage is a face consumer access to the performance of acts, people in the consumer process is a sort of follow the rules, in order to avoid their own Xianglin before lost, "face", through marriage custom make their own consumption more the "face" Etiquette Consumer people in the consumer practice is in the process of "survival mentality" of the reaction in the consumer practice of native people in the process is to accept a kind of in the eyes of the people affected internal things, the things on the one hand this potential regulate People in their own life in the world of practice, the other people in their own lives with a specific concept in the Field of the world and the real world changes in the conditions of such potential to change the rules.