Sociological Study Of Young Female Body Consumption

With the deepening of social transformation and the rise of consumer culture,consumption has become a common behavior throughout people’s lives.With the continuous abundance of people’s material life,people begin to have new pursuits.Body consumption has truly become an important landscape in contemporary society.The management and transformation of the body has become a hot topic for people to discuss in today’s society.As a major branch of body consumption,medical beauty consumption is widely pursued by contemporary young people in today’s "appearance level economy".Young women,as fashion leaders,are deeply influenced by the current "appearance level is justice",pay more attention to appearance and are keen to take measures to change.Based on this,this study selects young women as the research object on the basis of individualized theory and self-identity theory.The research method is case study,and the data collection method is participant observation method and in-depth interview method.Through deep description of the consumption scene of young women’s medical beauty,the consumption behavior of young women’s medical beauty is understood,and the motivation of their medical beauty consumption is analyzed.This paper focuses on the process of individual liberation and the phenomenon of consumption alienation of the medical aesthetes in the consumption of the medical aesthetes,and attempts to explore the consumption characteristics and living conditions of the medical aesthetes in the current era.The results show that young women’s consumption of medical beauty presents the dual characteristics of liberation and alienation.On the one hand,it reflects the awakening of young women’s subjective consciousness,the mastery of capital discourse power and the process of women’s liberation in pursuit of perfectionism.On the other hand,it reflects the blindness and advance of young female medical beauty consumption and the alienated characteristics of catering to male eyes.At present,the consumption of medical beauty by young women is not only a kind of economic activity of individual pursuit of self,but also represents individual identification of certain appearance standards.At the same time,under the commercial induction of the current omnipresent medical beauty advertisements,young women are more and more actively participating in the process of body commercialization.