The Analysis Of The Phenomenon “MOE” Under The Background Of Consumer Society

In this consumer society, the symbolic value of commodities has become the most important consumption instead of use value. Visual culture is closely related to the consumer society. The consumer society is the fertilize for visual culture. In modern society, images have an advantage over the words and language. Contemporary culture is breaking away with rationalism which based on words and languages while embracing the perceptualism which based on pictures and images. The visual culture develops rapidly. Promoted by the mass media Images, various images of MOE gain huge popularity on the internet which even have an influence on people’s daily life. In this consumer society, the unique phenomenon of MOE became a symbolic value and image culture pursued by people.As we can tell from our daily life, MOE is everywhere. This article explores the background and features of MOE in the context the costumer society. And this article also investigates the people’s acceptance of MOE consumption and reflects the influence of MOE phenomenon. Through literature review, questionnaire and case studies, this paper conducts a qualitative analysis of MOE phenomenon, under the guidance of consumer society theory by Jean Baudrillard. The second chapter of this article analyzes the background and the causes of MOE. Through analysis, the popularity of consumption image in consumer society provides the and the symbol of a consumer society products is the basic preparation for MOE. People’s pursuance of entertainment is the root cause of MOE while mass media promotes the development of MOE. The third chapter specifically analyzes the features of MOE by detailed case studies. Through analysis, MOE is interesting, naive and lovely, romantic which is MOE’s external features. Its deconstruction and the mass oriented feature is the root causes. The third chapter explains the consumption of the image of MOE through interviewing and case studies, talking about the visual satisfaction, freedom in imaginary world, personal identification and group celebration are the four main feelings for MOE. In the last part, this article recognize MOE’s function for modern society. It can help people relax and help to adjust the society. This part also emphasizes the economic function of MOE and gives a critical discussion about consumerism and hedonism during the development of MOE.MOE is an emerging and popular visual consumption. It is a brand-new recreation choice for people. This article could let reader better understand people’s favor for MOE, which help the further analysis and judgement of the visual culture in this consumer society.