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Jean Baudrillard to the concept of consumption, in 1968, were published in the system (Le Systeme des objects, 1968, trans. 1996) as well as the 1970 Consumer Society (The consumer society. Myths and structures) can see his point of view for the interpretation of consumer different from other scholars. Baudrillard, we can not ignore this book and the publication of the book written by the historical background at that time. At that time, Western society, especially in France where he is facing is this: the cold war – that is, an international security crisis. But the material life of human history to reach the first peak, the number of Western education the first time reached a peak, and opening up people’s political participation, labor the first time to enjoy the best social welfare policy, the majority of money to do more than leisure. Business and economic scholars in order to stimulate economic development, encourage consumption and keep the production of the invention a wide range of consumer products, a wide range of material to the spirit of leisure and cultural fields, can the consumer. Therefore, the vitality of the whole community actively involved in the ranks of consumption activities. Mass consumption and strong, large-scale shopping center there, the operation debit card is also the birth of this period. Therefore, in the face of dramatic changes in society, the spread of material and cultural life, the spread of capitalist expansion, he thought (or said to be the face of a reflection of contemporary society), who were the main face of the modern world has unconsciously led astray for a variety of objects, as well as control of the sensory object, perception, thinking and behavior. Baudrillard therefore advocate: consumption is a complex and positive relationship between objects, and this relationship laid the entire cultural system. In his view, the consumer is no longer just an object of exchange and consumption, but things are organized into the structure of symbolic significance. Refers to the individual consumer is not done, and then get a happy, satisfaction and pleasure; but a strong external pressure on the structure of the individual. If you want to become the object of consumption, the product must become a symbol. Therefore, we are spending is no longer a material part of the product itself, but expressed by commodity / delivery meaning of symbols. He further pointed out that the object / commodity into a symbol of the status of the system, it is said that the relationship between human beings at the same time into a kind of consumption and the relationship between the consumer, and consumer and action is symbolic of the intermediary.。

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