Symbol Consumption Research Of University Students Under The Background Of Mass Consumer Culture

Consumption as a kind of values and a way of life, under the action of mass media, improves the enthusiasm of mass consumption constantly, and stimulates people’s consumption desire. After the actual needs of the consumers are satisfied, they began to pay attention to the reflected symbolism of goods, namely consumers focus from the use value to the symbolic value of goods.At the beginning of the consumption patterns to produce, This symbol has incurred the middle class in the western society, especially after the World War II, the prosperous period of the development of the mass production of capitalist industrialization, the spreading of the supremacist material comforts, such as "brand consumption","consumer identity" and "hedonism" advocated by the capitalism middle class and the continuous penetration of utilitarianism, cause the people in the western society produce the aesthetic bubble, individual self lost and the value of nihilism. In the face of the waste of mass consumer culture, how can we promote the consumption patterns of sustainable development, argues that the "nature and humanity" model of consumption is particularly important.This study, which put the college students as the research object, focuses on the consumption situation and existing problems of contemporary college students under the background of mass consumer culture. After in-depth understanding of domestic and foreign studies of symbol consumption, this paper has carried on the deep discussion about influencing of the symbol consumption to contemporary college students, including reflection of symbol consumption in college students’ life, characteristics of symbol consumption of college students, influence of symbol consumption to college students’ from positive to negative. At the same time, I have carried on the empirical investigation and study through the form of questionnaire and interview to the symbol consumption of college students of my school, which found that the symbol consumption of college students basic belongs to the personalized consumption, little of sport consumption and basic in a state of rational consumption. In addition, symbol consumption full of positive life values is of great significance for college students’ mental consolation and the shaping of positive life values shape. But it is undeniable that symbol consumption has had a profound effect to the consumption consciousness and consumption behavior of contemporary college students, such as the alienation of aesthetic, disoriented of oneself, the spread of materialism and other issues. Finally, by analyzing the causes of college students’ symbol consumption phenomenon, considering the positive and negative significance of symbol consumption on college students, and puts forward some countermeasures against college students’ symbol consumption:perfecting the education concept, optimize the education environment as well as the method of innovation education.