The Disappearance Of Authenticity Under The Rule Of Symbol

The purpose of this paper is to study of Baudrillard’s theory of consumer society based on his representative work ‘consumer society’.First of all,this paper analysed Baudrillard’s consumer society environment.In the aspect of practice,he pointed out the western capitalists grasp the peaceful development opportunity after the Second World War,productivity and social economy had a rapid development,people’s consumption demand had been tilting from the original use value to the symbolic value.Under this influence,Baudrillard concluded that society from the original production society into a consumer society.In the aspect of the cultural atmosphere,Baudrillard had inspired by traditional Marx’s production theory of consumption,Roland Bart’s semiotics theory,and the theory of alienation and commodity fetishism.Secondly,this paper summarized the concept of ‘consumption’ and ‘consumer society’ in a context of Baudrillard,and discussed the symbols ruling mechanism in a consumer society.Codes through ‘a full set of content’ constitute the intangible chains,combined with advertising actuating in people’s unconscious level,let people have hallucinations that they are still in a dominant position,and then into a value trap that codes made of ‘personality’,‘taste’ and ‘status’,people had lost subjectivity as well as their cognition of authenticity.In addition,this paper analyzed the characteristics of consumer society.Firstly,in a consumer society,people pursuit of different symbols caused the actual consumption inequality.The third is the proliferation of the advertising media in the consumer society.The paper also analyzed the process of human losing subjectivity,and the establishment of a new mechanism of identification.These are the key point of Baudrillard’s consumer society theory.Finally,the paper through the evaluation of Baudrillard’s consumer society theory,combine with various consumer problems in contemporary China,concluded that,in China’s economic society,people’s daily life are controlled by symbols,the ecological environment is getting worse,the subjectivity of the people gradually lost,money worship and luxury consumption growth,and then culture has also been blundering atmosphere invasion.By the end of the paper,put forward the two morals in social construction to our country: establish a rational view of consume concept.