品味生活:上海市中产阶级的鲜切花消费

The Study on Cut Flower Consumption of the Middle Classes in Shanghai

目前,中国鲜切花消费远低于发达国家,而上海却呈现出区域性的消费高峰。中产阶级被认为是追求美好生活的群体,通过对上海市中产阶级的鲜切花消费的田野考察,分析其背后的社会文化意义,以了解中产阶级的生活方式及上海都市新民俗。改革开放以来,上海市鲜花产销链通过消费符号的制造将鲜切花消费植入了市民的日常生活,人们的消费方式和目的也有所变化:从节庆消费到日常消费、从家庭装饰到生活方式、从注重寓意到注重审美。在上述过程中,鲜切花成为中产人群的标识,他们通过鲜切花的选择和插制彰显着自己独特的品味,也将鲜切花当作大自然的表征物。通过鲜切花消费可以发现当下中国都市中产阶级生活方式正在形成。

The cut flower consumption in China is far lower than that in developed countries,but it takes on a regional consumption peak in Shanghai.Through the field work,the author studies the phenomenon of the middle classes cut flower consumption in Shanghai and tries to dig out the social and cultural meaning behind the phenomenon so that we can understand the lifestyle of the main groups of cut flower consumption - urban middle class as well as Shanghai urban folk culture.Since the Reform and Opening-up,the flower production and marketing chain in Shanghai has put cut flower consumption into the consumption concept of the public through the manufacturing of consumption symbols.People s consumption patterns and purposes in cut flower consumption in Shanghai have also changed: from the adornment consumption to the change of lifestyle consumption;compared with festival consumption,the daily consumption of cut flowers is growing rapidly;the consumption focus of the middle class also shifts from the symbolic meaning of cut flowers to their aesthetics.In the above process,cut flowers have been the identification of the "community" of the middle class,for the middle class realize their approach to nature with the help of cut flowers and demonstrate their own taste by virtue of their selection and placement of cut flowers.The consumption of cut flowers reveals the emerging lifestyle of China s urban middle class.