The Sduty Of Female Body Culture Under The Background Of Consumer Society

At present, the revolution of consumption brings the huge rich of material productswhich leads to an extremely commercialized society, and then it leads to a consumer society.In the consumer society, the significance of consumption has been beyond meeting people’sphasical needs and practical needs, it is not just a kind of economic behavior in people’s dailylife, but also a social behavior and a social cultural pattern. At that time,when the consumersare doing shopping, they don’t care of the product itself, but its symbolic value.With surrounded of objects，women have been out in front of consumption all the time，and have become the main force of consumption．The significance of contemporary womenconsumption has been beyond its original meaning in the consumer society, women’sconsumption activities have more and more showed the added value of commodities，which issymbolic value of signs．This research will analyze the characteristics of women consumptionwith four symbolic features which axe emotion，brand，showing off and body．Women’spursuit of consumption signs is influenced by commodity prosperity of consumer society,improvement of women’ s economic status，restriction of traditional gender culture and theincitement of mass media etc．The more important is，in the consumer society with symbolsand signs，the aim of consumption is to construct differences，consumption target is thedifferentiation and symbolism of commodity signs，people get their individual identities andsocial identities，especially self-image identities through consuming commoditis as signs andsymbols．To some extent，women consumption on the pursuit of self-image has a strong subjective，but it is still influenced and bound by consumer culture and traditional gender culture，beingin the“be seen”objective status and Can not be completely self-expression． In the face ofwomen’s situation in the consumer society, this research will explore the ways out ofwomen’s body consumption with three expects which are shopping consumption values onwomen’s self-consciousness and individual values，cultivating a wide range of women’saesthetic standards，normalizing the mass media and media culture，so that women Can trulybe the masters of their own bodies and create trueimages of women．...