Cultural Consumption And Cultural Conflict In Consumer Society

Consumption has been widely discussed in economic research, in recent years, as the coming of consumer society, the study of consumer behavior is also becoming a research focus of psychology, management science and sociology. Consumer behavior can not only just be regarded as economic phenomenon, but also conveys cultural meaning. In consumer society, factories supply us with thousands of merchandise, people have more choices of which to buy. Baudrillard claimed that the trend of symbolic significance can not only been seen as people pursuing for "fashion", it also presents one’s identity and social status. Consumers go for merchandise’s symbolic value instead of its use value to establish different social classes.In modern society, city life is busy and stressful, this relaxing and peaceful countryside life has become many city residents’dream, ancient village tourism came into being, In the developing of ancient village tourism, this kind of quiet and peaceful village lifestyle has also became a part of the production, meanwhile the tension of urban life is also transferred into village life. The village residents’ peaceful life is invaded, when economic dividend is insufficient to make up to the feeling of deprivation, the villagers will be irritated.In the society which Marx was in, the lack of wealth caused the society’s conflict. On the contrast, in the development of ancient village tourism, the villagers’ life is disturbed because of the tourism, when they can’t get enough money to make it up,there comes the conflict.L Village (Wuyuan County) is selected as a case study to analyze the factors and development of consumption resistance, the forms of cultural resistance will be summarized to provide a new perspective of studying culture conflict.