From "Loss Of Weight" To "Body Shaping"

Under the background of China entered the era of consumption society, thefemale body-consumption strategy appeared to transform from weight lossconsumption into the consumption pattern based on the shaping consumption. Thefemale shaping consumption, one of the body-consumption strategies, which ishighlighting the women, a curvy-beauty as the goal, shaping not let the female beautyremains in the world for plane figure is reflected in the three-dimensional reality.Shaping for female figure beauty is more precise and stricter. Compared with thesingle dimension weight standards, shaping dimension requires more refinement,which also makes the thinner female who was satisfied with their body in the past intothe physical consumption army under the new standard requirement. This is becausethe female body requirement based on not only the individual temporary standards,but rise up to the social level, become the social universal standards, and isacceptabled by the member of the society, and then became the internal valueevaluation system. The value evaluation system of the perspective of social structureis like a big net will cover the female consumers, become a kind of the force thatfemale consumers can not get rid of.The article put the research perspective on the shift of female consumption ofthe main body-consumer experience practice, an attempt to obtain the correspondingmechanism reason to the female body consumption by relating the view of socialgender, consumption theory, identity theory and the social constructivism. Based onthe collection and analysis of respondents’ interviews, starting from their own specificphysical consumption practice, talk with them about their own practical experience, found that the female how to cognitive about their body, the process is how to changethe identity, and the means to the concrete practice of the female body. Then the aimis to explore the internal mechanism to explain the female main consumer isconstructed by the strength of the other social factors, namely the femalebody-consumption practice, under the era of consumption society background, is afurther training and materialized result. Female internalize the social stature ofaesthetic standard in physical consumption practice, reflect feelings of their own body,and directly effect on the actual practice, then it will deepen the socialaesthetic foundation further which could control more female consumer.