Bar Code Consumption: Construction From A Shared Symbolic Significance To The Community

With the progress of material civilization and entering the context of sumptous society, consumption is no longer the opposite of production appeared in the contemporary society’s daily life. What the consumption satisfy is not only material needs, but the needs of creating meanings. The breaking of border between consumption and culture makes the symbol consumption has become an important consumer research dimension. From the perspective of Reality, symbol consumption occurred in many process of production, marketing, and consumption, which can be understand to be a new consumption landscape. Beijing bar consumption, a leisure entertainment consumption pattern linked with envision of oversea culture,is a written text which is difficult to understand.The perspective of symbolic consumption makes it available to interpreted the meaning of this consumption pattern, improving the understandability.In this paper, author take the M bar in Sanlitun of Beijing as an example.The paper bases on the perspective of symbol consumption to explore the secret of bar consumption. the main content can be divided like this:we focus on what the shared symbolic meaning system created during the bar consumption is, how consumers in M bar interacts and establish social relation under the shared symbolic meaning system, what the features of the bar symbol consumption community are. Paper is divided into six chapters, and the second, third, fourth and fifth chapter are main part.In the second chapter, the main ideal is to demonstrate that Beijing bar consumption has the nature of symbolic consumption. Firstly, symbolic consumption is a new trend. Secondly, M bar consumption is a formation of symbolic consumption. Not only does Consumer in M bar possess and consume material, but they also establish relationships, communicate emotion and feel aesthetic experience.In the third chapter, author explores the symbolic meaning system shared by M bar consumers and take the drinking consumption for example, demonstrating the method of symbolic interpretation. At the same time, author divide the symbolic meaning system shared into a characterization of social position system, an individual character mark system and an emotional expression system.The fourth chapter describes the consumer interaction under the Shared symbolic meaning system, with a case to vividly shows the consumers’s interactive scenario.In the fifth chapter, author treat the shared symbolic meaning system, the interaction and relationships of M bar’s consumers as a modern community, founding that the community provides consumers with a sense of security, revealing its trait of sustainable symbols game and its features of postmodern life style.M bar consumption becomes a center of People’s Daily life and a center to establish and maintain a variety of interaction or social relation when losing its traditional role in the western society. One significant reason for that lies in consumers creat a Shared symbol meaning system, in which consumers form a new community which provide the sense of security.