The Study Of Symbol Consumption In The Wedding Consumer Of Ci Inese Rural Youth

With the acceleration of the pace of reform and opening-up, Chinese society has undergo earth-shaking changes, while the consumption behaviors and attitudes of Chinese people also change much. In modern Chinese society, when people are consuming, the use value of the commodity is not the simple concern, they more concern with the symbolism of the goods. The concept of consumption society originates and develops from the city, while with the development of society, the characteristics of consumption society shows in rural community evidently. With the loosening of China’s urban-rural dual structure and the increase of floating population, rural community is affected by the interaction of the tradition agricultural civilization and modern civilization. Rural youth’s consumer behaviors express too much symbol features.Marriage plays an important role in the minds of Chinese people, scholars has done a lot of research about why people wanting to establish a marriage relationship and the wedding consumption and ceremony. Wedding consumer is an important research topic of many disciplines, such as economics and sociology. Consumption as a social behavior is never simply to spend money and to meet the material needs of most consumer and it is a social relation of a psychological expression. Marriage consumption as an important consumer behavior in the family, has always been to get the attention of the family members, because it is not just between the two newly-wed, the more important is the two-family things. The rural youth’s wedding consumption behavior gradually become an important representative of the people’s status, culture, taste, and the pursuit of rural youth to symbolic consumption is manifested not only in their social identify needs but also the performance of the tendency to imitate the urban youth.Based on Baudrillard’s symbolic consumption theory as the main reference, through the research methods of participation research and case interview, I selected X village in Tangshan Hebei Province as the object of this survey and research analysis. This article analyzes rural youth in the process of marriage consumer content and consumer psychology, and predicts the marriage of rural youth consumer trends. By the studying, we can find the youth in X village have a strong symbol propensity to consume in the marriage process, and there is much difference between them and their fathers. They pay more attention to the performance consumer identify and taste sense, tend to learning to urban youth. The formation of such consumer behavior on the one hand comes from youth people’s psychological, on the other hand advertising and other mass media, which play a role in fueling are the motivating factor. This trend of rural youth is growing, in the primary stage of socialism, it requires the whole society to advocate the concept of reasonable and healthy consumption.This paper is divided into five parts:The first part is the introduction, including the origin of the research, literature review, research methods.The second part describes an overview of the field survey location and survey.The third part describes the process of marriage and the wedding consumption in X village. A large number of cases are discussed in this part.The forth is the focus of this paper, after in-depth investigation of the X village youth marriage process, it expounds the rural youth wedding consumption from in the view of symbol consumption.The fifth part of is the concluding remarks of this article.