A Study On Baudrillard's Theory Of Symbol Consumption

With the rapid development of society, People's life has changed drastically, especially in the consumer field. Baudrillard believes that we now live in a society consumption system, which is manipulated by symbols, The symbol consumption has become a focus for human consumption. Baudrillard thinks symbol is a kind of cultural symbol image, which itself is not very meaningful. It is the symbol of people's identity, status, class .For the construction of the system and the symbol consumption theory, he makes a thorough theoretical study and social research. In his two books, the "content system" and "the consumer society", He demonstrates symbol consumption theory.The primary premise for symbol consumption is the arrival of consumer society, Consumption has become the center of people's lives, and controlled every aspect of society , Baudrillard's Symbolic consumption developed out in such social background.In the first chapter, Bases on the premise of the society, he began to build his theoretical system. His "System of Objects,"the book is the footstone of his theory. The book mainly expounds "object" of symbolization of steering problems. Baudrillard points out the significance of symbols "content", which contains the technological factor and derive, as well as essential meaning for the'thing", which lays a foundation for symbol. Then, Baudrillard demonstrates in detail "objects" of symbolic logic process, "objects" in the concept of non-functional extrinsic factors that continue beyond the "objects" functionality, which goes beyond and marginalization metaphor of "objects " Will shift to cultural significance. "Culture is essentially symbolic meaning of evolution and development. At the same time, Baudrillard also points out that the theoretical construction needs two essential inseparable factors, one is the difference of symbols, It is the inherent elements of personalization, The other is awareness of advertising media and the public silence , They play an important role for objects .In the second chapter ,Baudrillard, in the "System of objects "Objects ,mainly discusses the construction of a symbolic theory of the problem, and "consumer society" about the main argument of the symbol reflects the manipulation of consumer society. Firstly, the thing turns to symbolic objects, and then the symbol extends to the field of symbolic culture, and finally extends to the service consumption. Therefore, the symbol of the infiltration spread to the entire community forming into a symbol woven. We are through the consumption of Baudrillard 's symbolic interpretation of symbols, from which to explore the theory of the basic idea of the theory. First of all, It is the symbol of the cultural image of the logic-implicated in his theory, it is not only the beginning of theory construction, but also consumer characteristics of the society, it is in such a form of cultural symbols constantly engaged in consumption. Followed by a series of consumer behaviors also reflects the significance of symbol manipulation system chain. Baudrillard points out that people in the consumption of a commodity implies other related products to consumers, which is controlled by the system codes." A bunch of symbol"reflects the desire of people. Finally, Baudrillard's points out that implicit in the process of symbolic consumption reflects the significance of social class divisions. Consumption of different code symbols means different social status, It suggests that everyone keeps the symbol system of their own social class and status. He also thinks the chain as symbolic significance in the change. People from low-level symbol coding system can enter into the advanced system and can also be returned to the low-level system. It is based on changes in characteristics of symbolic links. Thus, the significance of chain codes is one of the class mobility for change. By the commencement of the internal logic of symbolic consumption, some of his thoughts are worth of our reflection, such as consumer freedom and forced consumption of the conflict; consumption equal privileges with the consumption of the conflict; rich consumer society and the lack of contradiction.In the third chapter ,Baudrillard confirms his theory of symbolic consumption, and criticizes production of the classic Marxist theory. He said: In Marxist political economy of goods, in addition to use value and exchange value, there is a third symbol value, which he concludes that Marx's theory of production is out of date. But strictly speaking, there are some differences which result from social backgrounds and values. From its nature, Baudrillard 's symbol consumption theory still belong to Marx's theory of production system, because his theory is built on the basis of Marx's theory of production, and also based on Marx's logic of goods and capital. It is the symbol of alienation in the form of Marxist ideology and profound alienation of labor performance. Thus, Baudrillard 's theory of Marxist theory of ideology is expanded and extended in the new period, which greatly enriches and develops the classic Marxist political economy.In brief, the thesis demonstrates Boldlia's theory of symbol consumption through theoretic construction, discussion, comparison, and the brief summary. It shows that Baudrillard's theory has a formal structure and is thoughtful. It explores the new road for the contemporary theoretical study and enriches the classical theories of Marxism.