Research On Consumer Competition In Farmers' Building Behavior

In recent years,Y village in northwest Hubei has set off a boom in housing reconstruction.The villagers rebuilt their own houses which met the need of their living.Almost all of villagers participated in the reconstruction of their houses.What is the reason for this phenomenon?What is the operating mechanism behind this phenomenon?What are the manifestations of this form in the village?This study is based on the analytical framework of“consumption and daily life theory”in symbolic consumer sociology,explaining why such a large-scale housing reconstruction behavior occurs in Y village during this time,and explaining the face competition behind housing reconstruction,mechanism.In this study,Y village in the central region was used as a destination for field investigations.The qualitative research method was used to describe the status quo and form of face competition behind house reconstruction through interviews with local villagers.Try to explain in the logic of the village itself.The reasons and consequences of building competition are intended to explore face competition in rural life.The study found that:(1)The reason why Y Village can set off this housing reconstruction boom is the villagers think that the rural social structure can be rewritten by housing reconstruction;(2)the operation mechanism behind the reconstruction of the house is the villagers face competition,the results of the study show that the face may be expressed in different forms,and its performance is more complicated in the village.It is obviously impossible to attribute it to a single phenomenon because it may be different.The time nodes present different forms,which are related to the value orientation of the society and the villagers;(3)In addition to building houses,there are other phenomena,such as the arrangement of red and white things,the education level of children,and the work of children and grandchildren.etc.On the other side,the degree of competition they represent is different,but these performances are not very concentrated and obvious.Thus I did not go deeper to dig.The daily life of the villagers is largely repetitive,and most of them are carried out around the face.This is a way to maintain the emotions of modern villages.Therefore,the reason why Y Village can make a"building house heat"is closely related to the deterioration of village culture and the changes of contemporary social consumption habits.Under the appearance of building competition,the villagers are hiding Face and status competition.The village pattern that was established in the past was broken under the big pattern of social transformation,and the new rural pattern was brewing in the background of this era.In the process of continuous transition from the traditional form,the atomized villages in the central region construct the relationship between individuals through interaction on the basis of blood.Both are indispensable.While performing traditional behaviors,"interpreting"with new values,and embedding the economic measurement method into traditional face concepts,leading to the integration of tradition and modernity,further enriching the connotation of the original emotional model,thus creating a face "deformation".