Research On The Consumption-View Education Of College Student Under The Perspective Of Consumerism Ideology

Consumerism, which born together with consumer society is a kind of social ideology that has profound impact on the western world. It treats consumption as human value’s major presentation and believe that positive consumer behaviors can promote personal happiness and increase the amount social welfare. The emergence of Keynesianism, popularity of loan consumption and media consumer culture are regarded as three key signs of its arising. The Consumerism ideology infiltrated the contemporary economic, political, cultural, ecological and other social areas and triggered many crisis. Consumerism dispelled the central position of production and replaced it with consumption, advocates instrumental rationality regardless of human intrinsic value, therefore, it also can be treats as the application of utilitarianism ideology in economic field. These view-changes in economic area and the utilitarianism trend of ethic ideology are the ideational causes of the generation of consumerism problems. Contrapose the consumerism culture’s background and its influence on contemporary Chinese college students, there is an urgent need of developing college students’ virtuous consumption concept and turn it into the ideological and political education practice. College students virtuous concept of consumption is a new paradigm of scientific consumption concept.