消费认同语境下品牌建构“小资身份”之批评

The Criticism of Construction of Brand to Petty Bourgeois Identity Based on the Consumption Recognition Background

在消费主义狂潮席卷下，越来越多的人不再依赖劳动创造价值来建构身份，而主要通过消费商品所蕴涵的符号价值获取身份认同。小资作为市场经济发展的产物、市场区隔的结果，品牌消费成为其用以界定身份的通行证。文章深入剖析了品牌与小资身份认同之间的内在关联，深刻阐释了通过品牌消费建构小资身份的负面效应。

In the consumerism frenzy swept down, more and more people no longer identify themselves through the value created by labor, but mainly through the symbol value obtained by consuming goods. As a product of the development of market economy, and the result of market segmentation, petty bourgeois rely on the brand consumption to identity themselves. The article not only analyzed the intrinsic connection between brand and petty bourgeois identity but also showed the negative effects of the construction of brand consuming to petty bourgeois identity.