Discourse Resistance And Life Reconstruction:Practical Research On Anti-Consumerism In The Douban Group

In the long history of changes in consumption concepts in China,frugality has always been regarded as the core consumption ideology and moral requirement.However,the trend of consumerism that emerged in the West after World War II has flowed into people’s daily life with the reform and opening up,forming a intertwined social discourse of different consumption.In recent years,the voice of "anti consumerism" led by some middle class and youth groups in society has gradually become visible with the support of social media.This anti consumerism discussion,which centers around a small group,blends traditional culture,official will,and modern thought,and also highlights structural tension,manifested in value orientation conflicts and ideological contention between different discourse subjects.This article draws on Foucault’s ideological resources,combines the theory of discourse power and self technology as guidance,and takes the discussion text of the Douban Group as the main research object.Starting from the three levels of text,discourse practice,and social practice,it attempts to explore the practice of anti consumerism in the Douban online community,describe and classify the types of discourse representation therein,and explore the process of discourse production and operation,And examine the significance and dilemma of anti consumerism as a life practice.The findings are as follows:1)At the textual level,discourse conflict is broken.In terms of content themes,identifying the trap of consumerism under the framework of reflection and disclosure,safeguarding personal well-being under the framework of reasoning and persuasion,and reconstructing the relationship between things and oneself under the framework of action advocacy,as well as exploring alternative lives,are several prominent discourses.In terms of ideological cluster,it reflects the complex collision of social ideological trends such as practical rationality,liberalism,feminism,and cosmopolitanism.2)At the discourse practice level,on the basis of deconstructing typical discourse of consumerism,people have also reshaped class identity and knowledge authority in the production process of discourse.With the help of the Douban Group and Douban Platform,disciplines,rituals,and knowledge are produced in specific field spaces.In the process of expanding from circle discourse to public discourse,they are also influenced by commercial forces and the will to power.3)At the social practice level,the integration of self technology and digital technology provides a space for self understanding,physical cultivation,and digital writing,and promotes the survival aesthetics of self creation and community sharing.However,due to their own and structural constraints,it also reveals practical issues such as the tearing of group identity,the elimination of public values,and the weakening of resistance.