Rationalization Or Ritualization

As a new phenomenon,the phenomenon of network consumption carnival has a profound impact on our consumption patterns and consumer experience,and even our daily life and social emotional state.For this phenomenon,we can not simply summa?rize it as an economic phenomenon,but need to analysis the in-depth causes of this phenomenon,need to analyze the specific mechanism of this phenomenon,and think about the social impact of it."Double eleven" network consumption carnival is which the modern society people through a specific ceremony for emotional expression of the collective effervescense.Different from the traditional consumption of carnival,"dou-ble eleven" network consumption carnival is a network-based consumer carnival,it has anonymity,space-time separation and other characteristics.At the same time,"double eleven" network consumption carnival also has the characteristics of traditional festi-vals,by participating in specific consumer rituals,consumers can get emotional reso-nance and ease the structural anxiety.By analyzing the network literature and field interview data,this paper analyzes the "Double eleven" network consumption carnival from the perspective of sociology.First of all,this article is in the perspective of consumer society,thinking about the social and historical premise of the phenomenon of network consumption carnival.Consumption carnival is the product of modern society,its production and operation are embodied in the universal logic of modern society.Different from the consumption of carnival,with the help of the Internet and big data and other technologies,network consumption carnival radiation wider,affecting the audience more.Secondly,this paper will combine the thinking of Marx's Weber and George Ritzer's study of rationalization and empirical research in modern society,and examine the mechanism of the rational factors in the network consumption carnival.In modern society,rationalization has pen-etrated into the organizational principles of society and individual behavior choice.Peo-ple participate in the consumption carnival based on the interests of calculation.Thirdly,this paper discusses the ritual content of "double eleven" network consumption carnival,and reveals the transformation mechanism of rational and irrational in the threshold period in modern society.At the same time,this article is inspired by Durkheim's re-search on the phenomenon of primitive society religion,focusing on the emotional ori-entation of network consumption carnival.The study found that "double eleven" net-work consumption carnival through creating a variety of rituals,so that people have a impression that network consumption carnival is when people can get the most afford-able commodities.Because of the lack of respect for the impression of emotion,so we call it class religious feelings."Affordable" this type of religious sentiment help estab-lishing the social emotional basis of network consumption.This article also discusses the social production logic of anxiety in modern society from the perspective of ritual theory.Modern society is in the prevalence of anxiety which also reflected in the network consumption carnival.We found that the network consumption of carnival can only alleviate the anxiety,and can't fundamentally over-come the anxiety.This study found that the generation of network consumption is one of the consequences of rational modernity.At the same time,the emotional factors of the network consumption carnival played an important role.In the context of consumer societies,new social worship is being shaped,and religious feelings for "affordable"are taking place and have a significant impact on people's consumption behavior.