Consumption and Personal Identity


Section Outline

  • Consumption as a social phenomenon

  • Introduction to basic concepts and theories

  • Exploring contemporary Chinese consumption patterns and trends

  • Exploring the social significance behind consumption

"Double Eleven" Shopping Festival / "Singles' Day"

  • 2019 Tmall Double 11 transaction volume: - surpassed RMB 268.4268.4 billion

  • Citing a philosophical view: “All the unimaginable will eventually become commonplace; we believe in 'belief'”

  • External source of consumption trends: massive online shopping and its impact

Live Streaming E-commerce Trend

  • An emerging trend in online shopping in China, the development of the influencer economy

  • Examples:

    • Over a hundred million people stayed up late to watch Double 11 live stream sales

    • Li Jiaqi's enormous sales volume achieved through live streaming platforms

  • Changes in consumer interaction methods

China's Obesity Problem

  • China's obese population has surpassed the US, ranking first globally

  • Definition of Body Mass Index (BMI): weight (kg) divided by the square of height (m) - used to assess height-to-weight ratio

  • Clinical definitions of obesity in different countries

  • Data on changes in obesity rates from 19751975 to 20142014

Basic Concepts and Theories of Consumption

  • Consumption as daily behavior and social phenomenon

    • Patterns of consumption behavior and practice; social expectations and meanings

    • Influence of social contexts such as culture, economy, and politics on consumption behavior

    • Considering the consequences and impacts of social inequality

  • Conflict Theory Perspective

    • The link between consumption and production

    • The relationship between the working class and the bourgeoisie

    • The cycle of mass production and mass consumption and its impact

Self-Identity

  • Consumption as a way of constructing personal identity - Example: brand choices and symbols of the middle class

  • Political significance behind consumption - Consumption behaviors of supporters of equality movements and environmentalists

Consumerism

  • Definition of consumerism: an ideology and behavior that encourages the pursuit of consumption in daily life

  • Pursuit of cultural and symbolic value

  • Reasons for the rise of consumerism in China - Social identity recognition and competition

    • Economic policies promoted by the government

China's Consumption Patterns and Trends

  • Consumption patterns before reform and opening up - Socialist modernization and scarcity of consumer goods

  • Explosive growth of consumption after reform and opening up - Redefinition of social identity

    • Generational differences in consumption concepts

Changes in Household Consumption

  • As income grows, children become the main subjects of consumption - Impact of the one-child policy on education expenditure

    • Comparison of survey statistics

Conclusion

  • Discussing the diversity of consumption as a social phenomenon

  • Development and trends of consumption patterns in Chinese society

  • Exploring the relationship between consumption and identity

Key References

  • Listing relevant academic literature to support research and analysis