Consumption Symbols And Space:the Aesthetic Experience Of The Folk Culture Of Yuan Jia Village Of Shaanxi

With the rapid development of the economy,China has entered the consumer society.The nature of consumption is also very different from that of the past.What consumers purchase is not limited to the use value of the goods,but also focuses on whether the goods can produce or create meaning.Consumption has become an indispensable part of people's lives.In this context,there appeared a number of new consumption signs and consumption space,among which,consumption of folk cultural tourism drawn more attention of the scholars.In the perspective of communicology,this consumption process is a process of communication,in which tourist destination is “communicator”,while consumer is“receiver”.What the “communicator” communicate is the information contained material carrier and spiritual meaning of the tourist destination,and the information is the sign with the meaning of local culture.In other word,sign and space have became the best media for communicating culture of tourist destination.Among the numerous tourist destinations of folk culture,Yuan Jia Village of Shaanxi province(Shaanxi Yuanjiacun)set up the theme of brand communication in “Guanzhong folk custom experience place”,and was awarded successively with “The National Folk Demonstration Village” and “The Most Beautiful Village in China”.Yuan Jia Village receives tourists three millions every year,and gradually become the synonym of “Guanzhong folk custom” in consumers' mind.This phenomenon arouse the writer's review and introspection: in the background of changeable consumption pattern time,which consumption space of folk sign has been built in Yuan Jia Village? Consumer gained which aesthetic experience at there?Guided with the arguments of consumption sign,theory of consumption space as well as life aesthetics,aesthetic experience,this research,firstly,combs and introduces space theory of consumption sign,life aesthetics and aesthetic experience,and demonstrates analysis structure of space of consumption sign and aesthetic experience applied to this research.And then,this dissertation studies the system of folk consumption sign of Yuan Jia Village,and find that Guanzhong folk consumption sign of Yuan Jia Village divided into six classes,folk LOGO,folk building,folk language,folk clothing,folk craft and folk delicacy.All the above signs intertwined and formed “collection significance”,and built together the consumption space of folk culture with the unique character of the brand.Next,this dissertation based on the analysis of folk consumption sign,further focuses on the minor aspect of individual lifeexperience,that is aesthetic experience of consumer in Yuan Jia Village,and find that consumers' experience all related to the construction of “differentiation”,which conforms to the differentiation logic of sign value.Finally,this research concludes the analysis result of the above content,analyses the “collection significance” of sign put forward by Baudrillard,namely,collection of sign is space,and space is the best media of brand communication,and considers the application of aesthetic trend of “sense of experience” in other tourist destination of Shaanxi.To sum up,this research believes that communication space formed with various aesthetic signs,and became a consumable integrated meaning.In other word,the phenomenon of “consumption sign” is not only relating to the process of the goods transformed into sign,but also involving in consumer's subjective cognition and action.