The Research Of Mike Featherstone's Idea On Postmodern Consumer Culture

Along with the development of economy and technology, there are many luxury entertainment shopping malls, billboards, media information and images, which are essential elements in today's China. From the advanced city to the other areas, a Consumer Society picture of vary degrees has unfolded. Therefore, this paper attempts to analyze Mike Featherstone's idea on postmodern consumer culture to provide theoretical experience for our communication and consumption practice.As a British sociologist and consumer culture theorist, Mike Featherstone's idea and works mainly involve the postmodern, consumer culture and globalization themes. Now he has more than ten works on those themes. "Consumer Culture and Postmodernism" (1991) and "Undoing culture" (1995) have already been translated into Chinese. "Consumer Culture and Postmodernism" is the representative work of Featherstone's idea on postmodern consumer culture, in which he combined postmodern and consumer culture together to analyze, and put forward the initiative consumer culture theory. His study is also famous for this distinctive feature.Featherstone put forward "the aestheticization of everyday life", which provided a new study view for postmodern consumer culture research, and also offered certain enlightening significance for media professionals and media researchers. At the same time, Featherstone placed consumer culture under the background of globalization to make further analysis. He fined the function of breading identity, providing diversification, and promoting local culture. His study brought a new breakthrough for media development. He also pays attention to China's modernization, and actively promotes relevant academic communication.From the postmodern visual, this paper involves four parts to analyze Featherstone's idea on consumer culture. The first part introduces his life, traces the origin of his thought and summarizes his research view. The second part analyzes his postmodern consumer culture from postmodern, aesthetic daily life and globalization. Combining the communication discipline background, the third part tries to summarize his media thoughts in consumer culture. Through the above analyses, the last part assesses his idea on postmodern consumer culture, and briefly explains the realistic significance of his idea on postmodern consumer culture.