Study On The Landscape Of "Planting Grass" In Network From The Perspective Of Consumerism

With the iteration and update of Internet technology,the continuous popularization of mobile intelligent terminal equipment and the strong development momentum of national economy,the network "planting grass",which came into being based on social media,has been developing rapidly.As a new way of Internet marketing,the network "planting grass" directly hits people’s consumption demand under the joint action of multiple forces,subverted the previous consumption mode and consumption concept,gave birth to a new consumption landscape,derived from emotional consumption,addictive consumption,symbol consumption,flow consumption and other phenomena.Consumption imaging created by various forces has a complex mechanism,and the formation mechanism behind it is the value concept and social and cultural changes brought by the joint action of economic and material improvement,the development of Internet science and technology,consumer society and other factors.In the process of social development,people are faced with emotional anxiety,lonely life,lack of identity and other problems,so the emergence of Internet "planting grass" can also meet individual needs in aesthetic,emotional,identity,social and other aspects to a certain extent.But on the other hand,under the intemperate consumption environment,induced by the consumption landscape,people are easy to fall into the whirlpool of "planting grass" consumption.This study combines the participatory observation method,in-depth interview method,text analysis method,using consumerism and landscape social theory,dialectical analysis of the network "grass" landscape,and in-depth analysis of the nature of this phenomenon,so as to guide people to consume objectively and rationally.This study is mainly divided into six parts.The first part includes background introduction,explanation of purpose and significance,research methods and literature review to provide background information support for the following research.The second part makes an in-depth analysis of the background of the rise of network "planting grass".The third part combines the consumerism theory to analyze the consumption culture landscape in the network "planting grass",reveals the construction factors of the network "planting grass" landscape from the panorama interaction,technology domestication,symbol temptation and emotional dependence,and then analyzes the four characteristics of the "planting grass" landscape.The fourth part mainly studies the landscape consumption in the network "planting grass",analyzes the physical landscape consumption,flow landscape consumption and emotional landscape consumption;The fifth part is a dialectical reflection on the landscape of "planting grass" in the network from a critical perspective,revealing that this landscape phenomenon has three alienation tendencies of production,consumption and value,and putting forward governance strategies from three dimensions.Papers from the birth of landscape,landscape,landscape consumption and landscape dissimilation four aspects research,found that network "grass" landscape is not only to People’s Daily life,also has profound influence on the social environment,so to the dialectical analysis,rational treatment,expected to cause the attention of people to the network "grass" landscape,help create a good environment for the consumer culture.