Abstract: With the deepening of economic globalization, consumerism, and gradually spread to every corner of the world. Many scholars of consumerism as an incentive to reflect on the financial crisis, post-crisis era to re-examine the values of consumerism and lifestyle, there has been magnified against the phenomenon of consumerism, and even proposed by the Government to address the financial crisis, the normality of policies to stimulate consumption misunderstanding in mentioning
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Abstract: With the deepening of economic globalization, consumerism, and gradually spread to every corner of the world. Many scholars of consumerism as an incentive to reflect on the financial crisis, post-crisis era to re-examine the values of consumerism and lifestyle, there has been magnified against the phenomenon of consumerism, and even proposed by the Government to address the financial crisis, the normality of policies to stimulate consumption misunderstanding as in the promotion of consumerism. How Consumerism and the difference between the normal consumption What is the standard? Paper attempts to clarify the consumerism and the difference between the normal consumption, focusing on the content and features of consumerism and consumerism and the difference between normal consumption standard.
Keywords: consumerism consumption difference between normal
Consumerism (consumerism) began in the 19th century, the technological revolution promoted the development of productive forces, the Western capitalist economy entered a bid farewell to the era of excess shortages, production is becoming more dependent on consumption, consumer determine not only the production, but also determines the production circulation and reproduction. Stimulate consumption cries a wave after wave, promotional tools ever-changing pattern, making the United States of America as represented by the late 19th century to the early capitalist countries the first to enter the consumer society as a mainstream values, fifties and sixties of the 20th century, reached the pinnacle point throughout Europe and Japan and other developed countries. With the deepening of economic globalization, consumerism, and gradually spread to every corner of the world. In the 1980s, with the influx of a variety of Western thought, consumerism and gradually began to affect our country, the impact on people's values and vision papers download.
Connotation and characteristics of consumerism
(A) the meaning of consumerism Consumption and production are closely related to people's lives, Marx said 'man appeared on earth on stage from the first day, every day consumption, whether in the past and he began to produce during production are the same.' Consumption (consumption) has long been understood as 'exhausted', 'consumption.' After the mid-eighteenth century, as with the production (production) relative concept. Today, the consumer has the broad and narrow sense.
Generalized consumption refers to people in the production and life of the material goods and spiritual goods, labor and services for consumption in the process, which includes the production and consumption and personal consumption (Cheng Yuan, 2003). Production and consumption in the production process tools, raw materials, fuel, labor and other production and consumption of living labor, is the four aspects of social reproduction (production, distribution, exchange and consumption) is one of the ultimate goal of human activities; Personal Consumption people in order to meet their own needs for a variety of material life, labor and the spirit of consumer products, is essential for human survival and practice one aspect.
Narrow sense refers to personal consumption spending (Jiang Lin, 2007). Personal consumption has a dual nature, which has a natural process and the social nature of the process. On the one hand, people consume a variety of consumer information and services to meet the physical and psychological needs, such as consumer food to relieve hunger, consumption of clothing to prevent cold, etc., which reflect the natural process of consumption. On the other hand, people are spending activities are always carried out in a certain social relations, it can not be carried out in isolation from society, so people's consumption activities with social, as Marx put it: 'We need a social nature and to enjoy' .
Usually people are discussing the 'Consumer' means the narrow sense of the consumer, that personal consumption. In personal consumption, consumption is the ultimate consumer, but also what Marx said, 'the original sense of consumption', where the real purpose of consumption that people have been produced daily consumption of consumer information (including information services) to meet their material and cultural life needed consumer behavior, it is directly linked with the reproduction of labor power. Typically, 'consumption' refers to consumption, the consumption is mainly referred to here that people survive and continue to produce in order to meet the sum of consumption activities undertaken, it is a requirement to be met and the realization process.
Consumerism is an advocate and the pursuit of excessive self-possession and consumption to meet life goals and values, as well as in such values govern the behavior of the practice. It is not a mere concept of value, nor is it a purely behavioral practice, but rather a combination of both (Lu Jiarui et al, 2005). As a respected consumption in order to enjoy the above social thought, in pursuit of excessive consumption as a life goal to meet the self and values, and in this infinite values under the domination of the possession of material wealth, greed, excessive consumption as a way of life and the pursuit of values. Scholar Wang Ning (2001) believes that the ideology of consumption, the consumer is no longer the traditional sense of the needs and satisfaction, consumerism represents a sense of emptiness status, and expanding consumer desire and passion.
Modern consumer society, consumption and the relationship between the real needs of people has deviated from the more distant, merchandise and image has become a huge 'symbol vector', continue to stimulate people's desire to achieve a kind of desire to meet, needs rather a simple implementation. French sociologist Jean Baudrillard believes that spending time as a communication system, bear a certain 'self-expression' and 'identity' function. Consumerism to promote 'consumer is the ultimate goal in life,' the cultural ideology, depending on the consumer as the fundamental way to self-gratification, pleasure to put their money based on the unrestrained pursuit of material consumption on luxury, fashion and taken for granted and the avant-garde. In the consumer society, consumer end in itself, so it is self-propelled.
(Two) the characteristics of consumerism One distinctive characteristic of materialism, materialism all the needs of the people are based on the pursuit and desire for material above the performance of hedonism and endless pursuit of material. Special emphasis on physical possession and consumption.
Two prominent symbol of features, in addition to material goods consumerism as 'substance', the more the commodity as a representative capacity or status symbol. Self-expression and material consumption is the main form of social identity, logo and high quality of life as a symbol of a happy life. Three is extremely infective properties. Achieve tangible material consumption through psychological satisfaction, this overt behavior can easily lead people to imitate, and once accepted the consumerist lifestyles, people would be difficult to get rid of, easy to lose rational judgment and critical force, the consumption of this substance false demand (desire) and personal survival as human nature.
Consumerism and normal consumption
Normal consumption for consumer demand, is an essential, is the continuation of production and living simply; while consumerism, consumer demand has been more than just more focused on consumption spending in order to achieve through such consumption the manifestation of an identity and vanity meet, is an expression of desire for expansion, consumption is not a necessary living and survival, consumption has become a means to satisfy a sense of emptiness and the continuous expansion of the state and the desire consumer passion. Comparing the difference between the two, the key to see if more than the 'degree', consumption more than the 'degree' is consumerism, otherwise normal consumption. How to understand and grasp the consumerism of the 'excessive', Lu Jiarui opinion, in terms of individual consumption of the 'excessive' include: the ability to pay more than I or family (including credit force) consumption; wasteful consumption, including the occupation of a large number of material wealth consumption or consumption and not rarely violated certain minority interests of the majority of the consumer; exceeding the prescribed standard consumer; impact and crisis to people's normal work and physical and mental health spending. As long as the consumer does not exceed the above limits, are normal consumption, it should be supported and protected; while consumption is excessive consumerism, must be opposed.
The author believes that consumerism consumption critical point with the normal 'degree' includes two aspects, one consumer psychology excess demand, consumer behavior over the other. Excessive consumption of consumer psychology refers to the psychological than actual consumer demand, that consumption has not only met the actual needs, but also to satisfy a desire for expansion, growth of one kind of vanity, a status demonstrated. 'Traditional psychology to 'demand' is defined as a state: Once the needs are met, the state will eventually eliminate this tension in the consumer society, the community members' needs on the contrary, it would not even be satisfied after the disappearance - If possible, it will become more intense. ' In the consumer society, consumer purpose has been limited to meet the demand, not only to keep warm dressing, eating just to fill the stomach, when clothed, the people's needs are not achieved, or that person's consumption demand has not then these, but has expanded into consumer end in itself, consumption has become a means to meet the needs of alienation.
Social spending power is in line with individual consumer purchasing power, refers to the income level of the individual matches in the personal ability to pay within the scope of affordable consumer. Meet individual consumer spending power at a reasonable consumption of 'degree' within are a normal consumption, must also meet the absolute power of consumption and social spending two conditions. Many wealthy people have adequate social spending power, but are lavish spending, leading to social resources such consumption idle, causing the structural imbalance between supply and demand of society, causing social disparity between the intensification of contradictions, is a typical consumerism, should take all measures to put an end to. Reasonable consumption refers to the ability to pay in their own ability to repay or credit affordable range, but their absolute demand or real needs, share some consumer goods will not idle, you will not be squandered.