The essence of anti -mainstream culture is also a consumer culture

Li Peishan/Wen

In "Consumer: Global History of Consumerism", French scholar Anthonygalluzzo (Anthonygalluzzo) has a huge villagers who have a radius of only 15 kilometers in European villages in small villages in Europe. The ultimate flow of global production, processing, and distribution of markets -cities consumers who only see a part of pigs that are segmented in supermarkets have reviewed the development process of consumer society since the 19th century.

In Galuzo's story, "so close, so far" has become the focus of narrative. The world was originally composed of countless independent villages "islands". Until the emergence of steam engines, the development of highways and railways gradually made the world "so close", and the circulation of commodities in modern sense became possible. The splitting and professional production of the production chain subsequently appeared, and the global market economy was born, which caused the distance between producers, raw materials and consumers to become "so far". People's imagination of goods is out of the specific environment and production process, and they can't see how the foods they eat are planted and processed. It is an independent substance itself.

Galuzo called the process of "worshiping". The distance of "so far" makes the product abstract, unfamiliar, even magical and dreamy, which may have the possibility of becoming the object of "storytelling" and "symbol value". Essence New concepts such as "marketing" and "public relations" have emerged as the industry. It operates in the way we know well and sells the "lifestyle" through "packaging" to allow people to prove their class and identity by consumption.

He also did not forget to mention that the process of prosperity in this market is accompanied by the media's development from paper to the Internet. The image of the product, that is, the advertisement, becomes overwhelming, providing people with a symbolic association between the omnipresent products and self -identity. As he concluded, "consumption history is the history of accelerated circulation of goods and their products, and it is the history of the market and the media. In addition to the commodity itself, there is a symbol of goods."

The most unique contribution made by Galuzo is also the most noteworthy part of the entire book. He is trying to re -put the sociological theory and behavior of "anti -consumption" into the context of the development of consumer society. The most important point of understanding Galuzo's argument is that he pointed out that consumption is used to "invent" (not just "proof) identity.

In the 1950s, after the development of consumer society into a big thing, the public generally produced a "meaningful crisis" of autonomous anxiety. "Survival anxiety is ubiquitous, and people's lives become standardized under the influence of industry." He pointed out that modern society is a very organized society and destroys a lot of personality. Under the control of large companies, work and consumption each occupy half of people's lives. Since the 1920s, advertisements have brought more anxiety to people. Smile and neat families, wonderful home appliances, perfect houses, trimmed lawn, and bright cars. These scenes have become a model for a better life. "Under the crowd", Galuzo wrote.

The sociological theory of the 1950s responded to this fear of "consulted", and many of them, such as Charleswridmills, later became a classic "White Worker: The United States: the United States: the United States: Middle Class. In 1957, the "TheHiddenper -SUADERS" of Vancepackard provided the most popular theory, which will cause the source of this fear to point to the source of the public as the source of all evils, use Unconsciously manipulate people's consumer advertisements. This obviously enlarges the magic of advertising, but it is enough to reflect the urgency of the public's eagerness to find the culprit to solve the anxiety of "Congzhong", which also means the initial emergence of "anti -consumption" consciousness.

However, when the "anti -mainstream" culture came from the 1960s, it really brought the banner of "anti -consumption".

At that time, the theory of sociological theory found a new way of responding to the "crowd". Headed by the Frankfurt School scholars, all the primary fierceness is attributed to "alienation". This theory with the pursuit of liberation of desire is absorbed and transformed into a "anti -mainstream" culture by popular culture. Young people learn how to have the personality separated from others by worshiping the marginal heroic image. The young American worships James Dien in "Rebellion of Non -cause", while young French young people take the Bonnot gangs.

The supporters of these "anti -mainstream" culture have become the generation of hippie. While pursuing individuality and liberation, they oppose consumption in all mainstream sense, that is, "commercialization." They identified commercialization and mass consumption as the biggest enemy of "anti -mainstream" culture. The market is like the evil Provence, constantly "recruiting" and "closing" anti -mainstream culture. All the arguments that oppose it are simultaneously, creating the "cottage" commercial anti -mainstream culture to squeeze their value Profit.

However, Galuzo scoffed at this, thinking that anti -mainstream culture is only a consumer culture. "Based on people's narcissism and desire to show, it is based on people who want to show some symbols and characteristics they have to the outside world." It is the young people who try to imitate Malone Bai Landu and James Dien, trying to dress up the jeans from the jeans and the trend of red shirts that are exactly the same as them, so that the consumer society can see the consumption potential brought by anti -mainstream culture and condonate it. Give the development and absorb it to make the "anti -mainstream" niche underground market into a clear mainstream market. In fact, anti -mainstream culture is essentially commercial, and it can fall to the ground after "perfect infrastructure, developed communication, and mature markets." Galuzo takes rock music as an example. Without the development of recording radio technology and the establishment of the music market globally, and newspapers, magazines, television, etc. The arrival of the times is worth a question mark. Breeding the "anti -mainstream" culture and the cafes, bars and music festivals that gathered their supporters, it was also relying on the new public space brought by commercialization.

In Galuzo's view, these young people who claim to be "rebellious" and "cool" can be devoted to the pursuit of romance and art throughout their hearts and minds. "". The reason why young people in the "anti -mainstream" of the 1960s can think that they can survive the world without relying on consumption, because the Western economy reached an unprecedented level of prosperity at that time. The most "anti -consumption" youth cultural collective "FREE" advocated by the "excavation" is both freedom and free. In order to get rid of consumer slavery, they opened "freeStores" in San Francisco. You can leave or take the goods there. And this generous behavior is destined to only happen in Chanfvia, one of the richest states in the United States, and follow the in -depth French documentary director Alicegailard, a French documentary director who has visited the "Earth Earth". Dong Ruoguan pointed out, "That's all because the United States is too rich, and people can pick up the wealthy classes and throw away things. ... 1966 in the United States'" Earth Earth "digging is not real land, but The remaining objects of the city people splurge and waste. "

"The country of rebellion: why anti -mainstream culture becomes a consumer culture" in the past two decades ago: "WHYTHECOUN -TERCULTUREBECAMECORCULTURTURTURE), we can find how to promote the" anti -mainstream "culture and even become or even become the" anti -mainstream "culture. "Consumption culture" is more spicy. Canadian scholars Josephheath and An -DrewPotter directly aimed at Jeanbaudrillar, a "anti -mainstream culture" trend in the 1970s, and raised their fighters. Sociologist in the Banner of Anti -Consumption. They laughed at Portryia as a naive intellectual, in "Consumersociety) as an example to explain that consumerism will only create some useless products, but quite a lot of car drivers find that this is quite practical. Essence They "anti -mainstream culture" and "anti -consumption" are just "hidden snobbers" trying to prove that they are not good enough. They hope to withdraw from the capitalist society by spending only "good" products. However, the banner of organic natural, second -hand or hand -made, "fair trade" is just creating a market for expensive new products. Their most vicious joke comes from the anti -consumer pioneer magazine "Adbusters", which has launched BlackSpot, which claims to subvert consumerism, claims that the main goal is to rely on its market share to win Nike. But Henhe and Potter mocked this line sharply as "no subversive", which is essentially competitive in the market, and this is the core of maintaining consumerism.

The deepening of these critics of Galuzopi is that he pointed out that after absorbing the "anti -mainstream" culture, a considerable leap forward of the consumer society appeared: consumption has almost replaced the class, not only "proof" but also "prove" but also "proves" Inventory of "identity.

People voluntarily join the "consumer communities" they are willing to belong by choosing their own elements of dressing, clothing, food, and transportation. They can not only pursue Camp as a modern middle class, but also pay attention to the hippie spirit of the bottom level without repair, and identify the elements of consumer goods from each other between each other. In this way, the market for diversified aesthetic element products has the function of giving consumers a certain identity.

He also did not forget that this big leap forward itself also means that the consumer society cater to the self -innovation and metabolism of the current situation. The market segment finally replaces the mass production relying on the birth of the consumer society. For different buyer groups, the merchants provide differentiated products. By spreading specific information, images and products to specific consumer groups, they have gradually established consumer culture for specific groups and continuously deepen their thinking. In turn, divide the division. And positioned the "consumer group".

The seemingly personalized market segment seems to prevent a lot of dumping, but it has created more consumption.Segment markets allow a company to use all opportunities in the market to provide corresponding brands, styles and products for each group.At the same time, the market segment has also continuously established and delay consumer behavior.People are pursuing new pursuits, so that their style of goods will be very fast and hate the old, fearing that their style has "rotten streets", and urgently needs to add to themselves to make them look unique again.This allows the product as a "symbol value" to speed up the process from depreciation to update, which actually stimulates production.In this sense, the "anti -mainstream" culture of "anti -consumption" has allowed consumer society to find soils that are more suitable for consumption and promote capital accumulation.

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