时尚消费的文化心理机制分析

Investigating the Cultural-Psychological Mechanism of Fashion Consuming

时尚消费本质上是一种文化现象。在消费过程中,消费者不仅接受着文化内涵,同时也通过自己的主动性理解和重构积极地进行着意义和自我的建构。通过对消费过程中意义互动模式的构建,消费者的消费主体地位和时尚消费的创造性功能得到了强调。消费就这样以其独特的方式成为了意义表达和自我建构的工具,而这也是时尚消费之所以流行的独特文化心理机制和深层文化根源。

This paper investigates the culture-psychological mechanisms of fashion consuming from the standpoint of cultural analysis. The consumer not only absorbs cultural meaning, but also constructs new meaning and selves when they are consuming. Thus, fashion consuming serves as an effective instrument of expressing cultural meaning and constructing identity. It was exactly this cultural-psychological function that explaines why fashion consuming is so popular in our society.