Research On Women Consumption In The Consumer Society

At prensent,the revolution of consumption brings the huge rich of material products which leds to an extremely commercialized society,and then it leads to a consumer society.In the consumer society,the significance of consumption has been beyond meeting people's physical needs and practical neets,it is not just a kind of economic behavior in people's daily life,but also a social behavior and a social cultural pattern.At that time,when the consumers are doing shopping,they don't care of the product itself, but its symbolic value.With surrounded of objects,women have been out in front of consumption all the time,and have become the main force of consumption.The significance of contemporary women consumption has been beyond its original meaning in the consumer society, women's consumption activities have more and more showed the added value of commodities,which is symbolic value of signs.This research will analyze the characteristics of women consumption with four symbolic features which are emotion, brand,showing off and body.Women's pursuit of consumption signs is influenced by commodity prosperity of consumer society,improvement of women's economic status, restriction of traditional gender culture and the incitement of mass media etc.The more important is,in the consumer society with symbols and signs,the aim of consumption is to construct differences,consumption target is the differentiation and symbolism of commodity signs,people get their individual identities and social identities,especially self-image identities through consuming commoditis as signs and symbols.To some extent,women consumption on the pursuit of self-image has a strong subjective,but it is still influenced and bound by consumer culture and traditional gender culture,being in the "be seen" objective status and can not be completely self-expression. In the face of women's situation in the consumer society,this research will explore the ways out of women's body consumption with three expects which are shapping consumption values on women's self-consciousness and individual values,cultivating a wide range of women's aesthetic standards,normalizing the mass media and media culture,so that women can truly be the masters of their own bodies and create true images of women.