The Study Of Social Stratification And Symbolic Consumption Behaviors Of The Citizens In ChongQing

In recent years, with the development of economy, people have higher demands for living quality, people have the different cognitions of consumption. Consumption is not only these fundamental need, but also the new expressing. Nowadays people focus on personality consumption, they hope population of social stratification with the consumption. This consumption is symbolic consumption. Consumption is both one kind of economic behavior and society behavior.The object of studying is residents in Chongqing. The research method is qualitative and quantitative research. Study the characteristic trying to find out sign range of consumption. The thesis mainly is composed of six chapters. Chapter one is Introduction, it includes an introduction, studies significance, studies the train of thought, research method, object of study. Chapter two consists of three parts, the first part argues theory of semiotic consumption, the second part argues the theory of social stratification. The third part argues Core concept includes the brand, advertisements, outward appearance design, fashion. Chapter three is literature review. The article studies including various theories and empirical studies at home and abroad.Besides, the article has brought forward these theory shortcomings. Chapter four consists of two parts, the first part argue the consumerism, the second part is the change of residents in Chongqing with consumerism. In chapter five the researcher compares citizens' consumption styles. It represents the results according to various consumption items, so the second part is divided into five parts, They are:food consumption, clothes consumption, modern durable goods consumption, leisure-activities consumption and advertisement consumption. In chapter five the researcher founds the behavioral difference reason of forming. The residents of different levels formed difference on the basis of the economic factor, job factor, different from schooling even the unequal consumer behavior, social division of labor. It shows that there are great differences between peoples' consumption styles of various consumption strata, in both objective aspect and subjective aspect. In general, the lower-stratum citizens' consumption styles are in essence a-living-satisfying style; the middle stratum's is self-constraint style; and when come to the higher strata, there are two main consumption styles:knowledge-concerned style and luxury style. The analysis of citizens' advertisement consumption data shows that consumptions has already emerged in today's Chinese cities, but its domain has strata, which are to some extent not in accordance with some that have been reached before by other researchers, just limited to upper empirical conclusions. The different social classes have the different consumption. The high class, their symbolic consumption more actively.