Consumption And Identity:A Research Of Young Homosexual Body Consumption

The invasion of consumerism and consumption culture has influenced the consumption behavior of individuals and groups in China.Nowadays,with the highly developed social commercialization,the consumption behavior is not only a kind of economic activity,but also a symbol of the expression of individual identity.The body consumption has been the focus area in consumer sociology.On one hand,the body consumption is the main source of individual expression and identification,on the other hand,the consumption has deeply influenced the identification process of individuals.But the body consumption of young homosexual is always in the blank.Therefore,base on the relationship of consumption and identity,this paper discuss the body consumption of young homosexual.What is the specific characteristics of young homosexual?What are the factors that affect them?How the young homosexual affect their identification according to their body consumption?The paper launched the research based on these questions.From the interview of 15 young homosexuals,the author found that the original motivity of young homosexuals' body consumption is from the homosexual subculture group and marginalized social style.Also,the media provided the reference for their body consumption,and the original family and their experiences during the growth improve the"body beauty."concept.During the practice of their body consumption,the young homosexual remodeling the new self-indentity,group-indendity and social indentity.Meanwhile,they express the willing of anti-discrimination and anti-tag during the body consumption.