Research On The Influence Of Consumerism On Contemporary Youth Identity

With the deepening of reform and opening-up,our country's economic level are improved significantly.This is provides the fertile soil for the spread of consumerism in China.Under the influence of consumerism,the original traditional consumer attitudes and life philosophy shaken,pleasure,profligacy,sports and other adverse consumer attitudes to establish.All kinds of bad phenomena appeared on the society,such as comparison,flaunt wealth.This situation is particularly serious in youth.Under the induction of consumerism,contemporary youth with substance and money as a measure of judgment and all standards.In their eyes,status of high and low,the value and significance of life is based on money as a criterion.Therefore,consumption become their main way to construct self identity.By sampling survey method,this paper on youth in Hang Zhou city questionnaire,in order to understand the influence of consumerism on contemporary youth identity.On the consumption of contemporary youth survey found that the consumption idea of contemporary youth tend to excessive consumption,consumption,for most of the past advocated thrift to disapprove of attitude.On the consumer psychology,tend to compare,show off,rather than demand for goods use value.On the level of consumption,consumption than income level,most of the ymca ahead of consumer choice.On the consumption structure,the developmental consumption.By the contemporary youth's consumption situation can be seen,not only for the use of simple value demand,more is for the sake of the symbolic value.They think these so-called symbol is a symbol of status.In investigating the identity in the youth consumption performance,contemporary youth when choosing goods tend to be high class consumption form for imitation,belonging to buy similar goods for groups meet and build a sense of self.Youth is by purchasing a set limit to,unique sense of commodity to reveal personality dissimilation.Through the analysis of the above findings,this paper summarizes the consumerism under the influence of contemporary youth identity problems.The utilitarian value orientation,the value of life mediocrity,the vulgarity of lifestyle.Facing the existing problems,and through the analysis of the causes and mechanism of effect of consumerism,sums up the countermeasures to solve the problem.Consumerism can spread rapidly in China youth,in addition to the development of market economy,and the mass media contributed,side with reference to subject demonstration and self psychological demand.Under the action of these incentives,consumerism by mechanism allows the contemporary youth accept,identity and internalize it.Is first and foremost by passing mechanism makes the youth awareness and understanding of consumerism.Secondly through the resonance mechanism makes consumerism to youth.Again through the infiltration mechanism makes the youth identity consumerism.Finally through the internalization mechanism make the youth to build their own identity system.In this paper a full picture of the contemporary youth's performance in consumer consumption,identity and the reason for the spread of consumerism and mechanism on the basis of the thought to solve the problems existing in the contemporary youth identity,from the three aspects of society,learning and family.From the source change bad consumption idea of contemporary youth,prevent through distortion,which set up the correct world outlook,the outlook on life and values.