Ideology Of Consumption Research

Consumerism is a kind of value of consumer that pursues and worships excessive material possessions or makes consumption as the ultimate goal of a better life, and it is also a kind of life style and actual behavior which dominated by such values. Since the reform and open up, the consumerism is gradually spreading in China and penetrating our daily life in urban and rural. Analyzing the performances and expansions of the consumerism in China, studying the representation of the consumerism as one kind of new ideology and revealing the negative effect of the new ideology are significant in both theory and practice, such as strengthening the construction of the mainstream ideology, implementing the Scientific Concept of Development, structuring the sustainable consumption concept, ensuring the construction of the harmonious socialist society smoothly, guiding the youth to set up the healthy idea on consumption, and etc.This article adheres to the Marxism stand, viewpoint and method, exploreds problems of consumerism ideology in the new period in China from the perspective of ideology. The thesis is divided into four main parts.Part one not only analyses and reviews the rise, dissemination and expansion process of consumerism but also deeply discusses its meaning, substance, and the general performance characteristics. It points out that consumerism is not only a lifestyle of material possessions, but also a values that the highest goal of life is consumption. In addition, consumption is also self-expression and social recognition of the practice of thinking and behavior by pursuing the interests with capital driven. With unparalleled features which past ideology has not , consumerism have more invisibility, and through the mass media, advertising model, play a role of controlling and remodeling on people's consumer attitudes, values, the relationship between people, ethics and so on. It can control and guide people's consciousness into the unconscious.The second part analyses the performance of consumerism from three aspects: daily life consumerist, culture consumerism and media consumerism. It points out that consumerism as a new ideology which is depoliticized and even de-ideologicalized ideology, it gradually penetrates into people's daily life practice from the country's economic life, affects the development of social cultural life and the development of mass media, influences people's consumer behavior, social behavior, social psychology, values, and aspects of the social operation until it internalized into one's own desires, thoughts, wills and worldview.The third part of the paper describes the negative consequences caused by consumption from consumerism's huge impact on mainstream ideology and the enormous influence on social values and other aspects. In particular in: development theory of consumption, the function of digestion mainstream ideology, extrusion the living space of elite culture and traditional culture, the result of lack public faith and political indifference; disappointment with "happiness" and "equality " myth, distortion of ethics values, spiritual crisis, ecological values crisis and so on.The forth part discuss the resistance and strategy to the ideology of consumerism, and make a necessary analysis of China that to resist the ideology of consumerism. According to the negative impact of consumerism, we need to formulate appropriate countermeasure from three aspects: strengthen the socialism construction of the mainstream ideology of, striving to the principles of constructing the concept of sustainable consumption and development concepts, and mining the positive role of non-mainstream ideology to resist the negative effects of consumer ideology.