Study On Influence Of Consumerism Culture On College Students’ Values

After the industrial revolution, the rapid development of modern productivity provides people with a large number of production and living materials at the same time, also has stimulated people’s ballooning consumption desire, human gradually entered into the "consumer society", consumerism arises at the historic moment. From the cultural level, consumerism is a kind of value concept, life style and cultural phenomenon, is also a kind of ideology. The characteristics of consumerism culture main features that consumerism is seen as purpose of life, unrestrained consumption, ideological consumption. Consumerism culture in the modern sense has experienced three stages from production to rise:two industrial revolution provide objective conditions for the production of consumerism, Keynesian promote the Large-scale appearance of consumption, the innovation of mode of production and the final formation of consumerism culture.With the economic globalization and the spread of mass media, the western consumerism culture gradually globalizes, developed countries imitated one after another, China as one of the developing countries is not immune. Along with China’s reform and opening-up and the development of market economy, Consumerism culture was introduced into China and gradually localized, bring about negative impacts to China’s construction of material civilization, spiritual civilization and ecological civilization, especially have exerted significant influences upon the values of college students, mainly reflected in the consumption views, ecological values, life values and moral values, etc. In terms of its reason, consumerism culture affect the values of college students by the radiation and infection of the social environment, the spread and induction of mass media, the attenuation of the school education and the influence of consumer’s psychology.Under the background of Consumerism culture, the goal of college students’ values education is to help college students form reasonable, healthy and civilized consumption values; Green, scientific ecological values; Pursuing comprehensive and free development of life values; inheriting traditional moral values. The principles College students’ values education should stick to is combining realism and openness, dominant combined with autonomy. The concrete way of the college students’ values education under the background of Consumerism culture can be divided into macro of social, medium level of school education and family education and micro level of self education. Only society, school, family and combining college students’ own efforts, can resist the consumerism culture’s negative effects on college students, to help college students set up healthy, scientific consumption values.