A Study On The Identity Construction In The Cultural Consumption Of "after-80s"

Cultural consumption,as a higher level of consumption,chasing by more and more people,has become one of the hot spots in the field of consumption.As a new generation after the reform and opening up,after 80 s has become a major consumer group.To some extent,their consumption consciousness,discourse and patterns are guiding the development trend of the times.In the era of mass consumption,The cultural consumption of the after 80 s is not just a pure spiritual pursuit of cultural products,they are also an expression of individual identity and social identity,to determine their own social status and group ownership,and get a sense of security.Cultivating a healthy,rational and diversified cultural consumption is necessary for after 80 s to realize Self-worth,also has far-reaching significance.Basis on the perspective of Sociology of Consumption,from the the relationship between consumption and identity and explores the individual identity frame and its significance.At the beginning of the paper,the writer surveys the culture consumption of after 80 s in Tianjin,and according to the existing data and literature,we have conducted some deep case interviews to further understand and analyze the80 s in the three different identity within the framework of the consumer.Based on the concrete analysis frame of "cultural consumption and individual identity",this paper mainly studies from three parts:The first part is mainly on the basis of questionnaires and case interviews,to grasp and understand the general situation of the cultural consumption of the "80s" in Tianjin,classify the cultural consumption of the "after 80s" and the cultural consumption of the "after 80s" feature.Based on the above three parts of the understanding,the author concluded: cultural consumption in the "80s" consumption increasingly occupy an important position,they often through cultural consumption in their own social relations network actively looking for self-positioning.The second part focuses on three kinds of meaning construction based on three kinds of consumer identity.When people accept a certain identity,in fact,is to accept the corresponding with a certain identity framework,people’s consumption activities,in fact,within the framework of consumer recognition of the orderly use of consumer resources,and the resulting consumption of different meanings.This paper summarizes the significance construction of the three kinds of identity on the basis of the general situation and characteristics of "80s" group cultural consumption: symbolic consumption on the basis of induced identity,role-based consumption on the basis of exemplary identity,and resource-based identity Identity meaning of consumption,and for each meaning construction theory and the reality of one by one for analysis.The third part is mainly suggestions and countermeasures."after 80s" in cultural consumption in the existence of several alienation phenomenon: induced recognition of the excessive pursuit of fashion symbols,exemplary recognition of the role of the excessive pursuit of resource identity in the identity of the excessive pursuit and the To the adverse consequences.Based on this,the author respectively guides rational consumption of symbolic culture based on induced identification,advocates high quality and healthy cultural consumption based on demonstration identification,and treats multi-level cultural consumption based on resource identity rationally.To resolve the identity crisis of the "after80s" in cultural consumption,and finally to achieve self-identity through rational,healthy and multi-level cultural consumption.