The "Price"--As A Text In The Consuming Society

Since the sixth or the seventies of the 20th century, the mankind has entered the real Consuming Society. The biggest characteristic of the Consuming Society is the construction of the heterogeneity and the and between all the article and the things can be seen as the" text" or the " sign".With the development of the Consuming Society, the integrating trend between the culture and economy has been strengthened day by day. if the second productivity generation of the capitalism industry revolution and the big industrial production were featured by the separation and the contradiction between the economic production and the culture, the third productivity generation of the Consuming Society, characterizes by the establishment of the new relationship between the culture and the economic :we have to pay attention of the economic function of culture and the interaction between the culture and the economy because of the economization of the culture and the culturization of the economy.Therefore, the research toward "price" in the field of economy is pointed out under the background of the society and history."Price ", as one of the important texts of the Consuming Society maintains not only the connotation of the economic, but also involved in the meaning of signification.On one hand, the " price ", one of the important texts in Consuming Society, complies with the contemporary social developing trend: the heterogeneity and theindividualization -the producers need to subdivide the situation and making the corresponding price strategy according to the market; On the other hand ,the "price" has been regard as the " ballot " of democracy in the economic market in order to express the equalization against the "center doctrine" and the "social authoritation".This article analyses the " price " as the creator, including the marketing expenses and cultural value, the readers—consumers and the text it self in order to illustrate the developing trend of two cultures, understanding of and the text itself to describe the two kinds of cultural trend of the society.Through the analyze of the price in text way, we can certify the developing trend of the assimilation between the cultural and economy, meanwhile, we can put the concept of text into a broader field in order to illustrate various issues of the contemporary society.