Buying Intimacy:Female Consumption And Its Social Significance In Male Deacon Stores

The “intimate consumption” in the “Deacon Board Game Experience Store”studied in this paper is under urbanization,individualization,technological change and consumerism.In postmodern society,mobility and uncertainty become the dominant themes.Individualism makes self-actualization and self-development the primary pursuit.Media technology has become an important means for people to obtain information and one of the sources to establish values.In such a social form,people’s values,life ideals and self-development enter a period of change,and daily life practices are also in constant change.In this context,the research question of this article is to explore the hidden reflection of women on intimate relationships through female consumption in deacon shops,including their changing views on marriage and love,gender relationships,and their own female roles.Specifically,on the one hand,it is necessary to understand how people’s emotional and intimate needs,especially those of women,have changed in the post-modern background? Why and how are their emotions and intimacy consumed? Further research is needed in this article to investigate the differences between intimate consumers who are female and male consumers when gender relationships are introduced into this topic? What is the influence and function of traditional social gender culture and power? What exactly do women crave behind the phenomenon of purchasing intimacy?The study finds that contemporary women’s concept of love has undergone new changes and generated new needs under the influence of social change and influence,that is,in contemporary society,women desire "perfect love" and "cost-effective love".But these two kinds of love are difficult to achieve in real life.So they find a new and alternative way to satisfy their intimate needs,that is,to meet their different emotional needs by "male consumption" in the deacon’s store.Therefore,in the deacon shop,the love that these women desire is fully revealed.The study further uncovered the underlying motivations behind women’s "buying intimacy" and "male consumption" behaviors in deacons’ shops,that is,seeking power and self-agency in intimate relationships.On the surface,women do seem to have achieved a reversal of power in gender relations here,becoming the dominant player in intimate relationships.However,under the influence of traditional gender power,the study found that the "power" in gender relations that women gain in the deacon shop is only an illusion.And women still have a long way to go before they can truly become subjective.However,it is undeniable that these women have achieved partial success in the journey of women’s liberation.Their sense of subjectivity has gradually increased and begun to be put into practice.They seek to break the multifaceted requirements and constraints of traditional society on women,including age,marriage and childbearing.Challenging one’s own positioning in family,sexuality and social roles.Pursuing economic independence,self-worth and self-development realization.