A Research On Body Consumption And Identity Of The New Generation Of Female Migrant Workers

From the mid-1980s, China’s rural labor interregional flow scale expands unceasingly, a large number of farmers from the countryside come to the city to go to work,thus forming a unique groups of migrant workers in transition and social development of China. Comparatively speaking, the new generation of female migrant workers facing double pressure, the pressure of identity and the pressure of gender, their consumption behavior should be more special. Existing studies have shown that the new generation of female migrant workers, especially unmarried migrant women began to pay more attention to dress up, their appearance have been away from the local flavor and more closer to urban female’. What is the relationship between the changes of the body consumption and their identity? It was just basted on this, this paper launched related research.From the interview for 20 new generation female migrant workers,the author found that the new generation of women migrant workers formed social cognition about their own status through social comparison, but they are not fully accept this cognition due to the evaluation from outside world. They hope that through their body consumption, they can change their identity. But the process is faced with economic income limits, leisure time, social interaction, marriage and many other limits. Faced with these constraints factors, the new generation of women migrant workers usually reduce the cost of other aspects to meet the demand of body consumption; Secondly, they pay more attention to the body consumption before returning home, and the Spring Festival or some other important holidays. In addition they pay more attention to the body consumption of the space of urban centers and their hometown. These features reflect the amphibious of their body consumption. This amphibious consumption also reflect their identity is different in field, when they spend money as urban residents, they feel the same as urban residents. When they spend money as rural residents, they realize they are different from urban residents.