The Research On The Lifestyle Of New Generation Migrant Workers In Shanghai

Currently, the generation of migrant workers has a total of about100million people, has been almost accounted for half of the total number of migrant workers, they have become an important force in the development of our country’s economic and social. The new generation of migrant workers have been around for over ten years so far, as their growth environment is different from the older generation of migrant workers, the new generation of migrant workers has different values, lifestyles and other aspects, they are happy to consume, like fashion and pursue the quality of life. At the same time, although they were born in rural areas, but live and work in the city in a long term. Due to the differences of individual and living environment, then, the group will selectively accept the city’s culture, values and lifestyles, different groups will form different values and lifestyles, thus, resulting inter-group differentiation.This study from the perspective of lifestyle, by using AIO as a segmentation tool, we carried out a lifestyle survey of the new generation of migrant workers in Shanghai in2011. Factor analysis of the survey data by SPSS statistical software, extracted eight lifestyle factors of new generation of migrant workers, then, analyzed by cluster analysis on the new generation of migrant workers based on the lifestyle factors, these are five different lifestyle characteristics of the new generation of migrant workers. Subsequently analysis the differences of five cluster groups on demographic variables and daily routines, to further explore the characteristic differences between five groups.Finally, this study has the following conclusions:the new generation of migrant workers, from the perspective of social stratification standard, still is a homogeneous group; there is no significant difference in their ages, education levels and incomes, and there are also many common characteristics in normal life; By stratifying the new generation of migrant workers by means of AIO, we’ve found that within the group, it presents the inverted hierarchical pyramid, From low to high order is self-contradiction, muddling along, happily living, pursuing of success and actively struggling; The five groups differ greatly from each other in terms of working hours per day, purposes of going out, income purposes, the monthly sum of consumption, leisure activities and social objects; The normal life study verifies that it’s scientific and practical to classify the new generation of migrant workers within the group according to their lifestyles; Finally discusses the social and economic value and provides policy recommendations.In this paper, the lifestyle study of new generation of migrant workers in Shanghai is different from the traditional sociological Angle of related research, the study enriches the theory of the new generation peasant workers’ lifestyle research; At the same time, the study also provides a new perspective for the scientific understanding of the new generation of migrant workers’ life status and group internal structure.