Research On The Alienation Of Body Consumption Of New Female White-collar Workers In Cities

Consumption is one of the most basic social activities of human beings.Everyone is a natural consumer from birth.Generally speaking,consumption behaviors accompany us all our lives.After the reform and opening up,China gradually entered a consumer society surrounded by "rich objects" in the 1990 s.The introduction of western consumerist culture into China has had a profound impact on people's consumption behavior.The female group is a relatively important group in the consumer market.Especially in recent years,female body consumption has consistently ranked among the top in personal consumption.The demand for body consumption is gradually escalating and the consumption patterns are becoming more diversified.The urban women's new white-collar group is the most dynamic part of the female group.They have a strong identity tension and always maintain a passion for promotion to a higher white-collar level.In the process of pursuing a "beautiful body image",they have a higher degree of acceptance and identification of body consumption,and the enthusiasm for body consumption is also very high,but at the same time,various phenomena of body consumption alienation have also appeared.In order to study the phenomenon of alienation of body consumption of urban female new white-collar workers and its causes,this article takes 20 urban female new white-collar workers as examples,through literature analysis,semi-structured interviews and other methods,based on identification theory and Baudrillard 's consumer society theory Specific research.Studies have shown that the body consumption behavior of new female whitecollar workers who are new to the workplace has a close relationship with their identity.Female new white-collar workers' awareness of body image shaping usually undergoes several processes of "contrast-review-remodeling-revisit" Refer to the comparison of the body consumption behavior of white-collar groups displayed by the group and the mass media;examine their own body consumption behavior;reshape the body image through body consumption means such as clothing,makeup,plastic surgery,weight loss and fitness;re-examine the internal development consumption.In the process of pursuing a beautiful body image,body consumption showed alienation such as conspicuous consumption,excessive occupation of commodities,contradiction between consumption desire and savings.The alienation of body consumption also alienates the female body,which is characterized by the physicalization,fragmentation,and symbolization of the female body.The alienation of female body consumption is caused by the combined effect of internal and external factors.Externally,the combination of market economy and consumerist culture manipulates the mass media to create "false demand" and promotes the consumption of female bodies through clever advertising Expectation,and at the same time male gaze also disciplines female body consumption behavior.The internal motivation is the convergent consumption method adopted by urban female new white-collar workers seeking group identification and the alienated consumption method adopted to maintain individualization.Although urban women's new white-collar workers seem to have a more free choice of body consumption than women of any previous era,in reality,female body consumption is controlled by multiple forces,which is a freedom under invisible coercion.In the prospect of female body consumption in the future,women can proceed from the two points of breaking the market economy,consumerist culture and the "monopoly" right discourse space of "others" and the inherent "disenchantment" revolution initiated by women Construct a diversified aesthetic view,a "de-gendered" discourse space,and a reflection on female subjectivity,in order to be able to strive for the true liberation of female body consumption.