The New Generation Of Peasant Workers’ Social Identity Research

The new generation migrant workers are the specific social groups in the course of urbanization from the Chinese society, compared with the first generation of migrant workers, they are more young, has the characteristics of the three tenors one low, education degree is high, vocational expectation is high, spirit to enjoy work require is high and low tolerance.The first generation of migrant workers of the main purpose is to earn money, they live in the city on the principle of thrift. The new generation is profound influenced by city culture concept and the way of life, their consumption ideas are more open. The new generation migrant workers most directly go to work in city from school, or with parents grew up in the city since childhood, no bear hardships and stand hard work of preparation, also not bear hardships and stand hard work ability and spirit, the character of saving money is declining. The first generation of migrant workers make money from working in city is to return to the rural. They live sparingly, to save most of the money back to their home town. The new generation is obviously different migrant workers. They are no longer in order to save money become like the first generation of migrant workers that like an ascetic. Their consumption is no longer limited to simple the basic necessities, will spend on mobile phone computer, clothing.leisure,etc. The new generation of peasant workers’life experience is relatively simple, after the birth of the optimum stage began to go to school, graduated or did not graduate began to urban jobs. They are not so familiar with agricultural production, almost no farming experience, work and live in the city for long time, and desire to melt into the city life.This article research the city daily consumption style of the new generation migrant workers, through this we found that in areas of the economy they have adjusted to city life, and the way of the consumption has the trend of symbolic consumption. For example the new generation migrant workers buy clothing brand value quite, to diet and accommodation demand is higher, leisure entertainment with modern characteristics and so on. These show that they work in cities after making money, pursuing a certain level of city life is possible.The author combine the existing research results, researching the new generation of peasant workers’society identity from the perspective of consumption. In this essay, the new generation of peasant workers’consumption is divided to five aspects:food consumption, accommodation consumption, dress consumption, transportation consumption, leisure and entertainment consumption. Social identity is divided into groups identity, social status identity, identification of cultural, ownership regional identity, and case interviews of data were analyzed based on the questionnaire survey. Through the access to relevant data and interview survey data, based on the analysis of the consumer perspective, we find the new generation peasant workers are confused on the the social identity.The new generation peasant workers are mired in the the social identity. They don’t know how to define their identity. Himself is a farmer or citizens? Or the third kind? They are not sure that they will go to where in the future. They work and live in the city, are influenced by consumption concept of the city, trending more to modern city life in consumer spending, but it is difficult to achieve the ideal city life. Identity is a new generation of the important problem with migrant workers. On the one hand, they believe they have no rich farming experience, not engaged in agricultural production, should not be farmers. On the other hand, although they live in the city, but they are not the real city residents. The possibility of the new generation group return to rural like that the first generation of migrant workers is small, only take a series of measures to make the new generation migrant workers to urbanization, becoming a real citizen, this is their home, to solve this group is the fundamental way to social identity confusion. The new generation migrant workers and the first generation have differences, they desire to melt into the city life. The whole society need to provide the new generation migrant workers essential help to root in city. The actual benefits from policy ideas for new generation migrant workers give as much help, that they not only in the economic level into the city life, more important is rooted in the psychological level city.