An Analysis Of Urban Residents' Consumer Culture Under The New Media Ecology

With the rapid development of information technology and the widespread use of new media based on social media,human society has formed a new communication environment that is different from the traditional media era.The new media has become the technical condition and medium basis for studying the status quo of urban residents' consumption behavior patterns and consumption culture concepts.Through previous literature studies and questionnaire surveys and field interviews with residents of Shangpai Town in Feixi County,Anhui Province,it has been found that the concept of consumption culture of urban residents is in the blend of tradition and modernity.Differences in concepts mainly occur in groups of different ages,genders,and education levels.Younger groups pay more attention to modern concepts such as brands and the future,while older generations cannot understand this concept of consumption;women's independent awareness of consumption Improve;High-education groups have a clearer understanding of the concept of healthy consumption.In addition,consumerism incites the desire of urban residents to consume.The new media has promoted the spread of the concept of consumer culture and has also promoted the spread of consumerism.The social media in the new media has played an important role in influencing the consumption concept of urban residents.Social media with “relationships” as its core elements,through interpersonal influences,interpersonal imitations,public opinion boosting,consumer word of mouth,etc.,reconstructed people's daily life consumption scenarios,occupied channels for the consumption of consumer information,and built a consumer word-of-mouth evaluation system.Molding the concept of consumption of urban residents has contributed to the development of consumer culture.In the end,the paper puts forward suggestions to construct the concept of consumption culture of healthy urban residents.