女大学生形象消费与自我认同的个案研究

Case Research on the Image-Consumption and Self-Identity of Female College Students

消费与认同具有密切的关系,消费活动影响着自我认同的形成、创造、维护和管理。通过对H大学女大学生的个案访谈发现,女大学生的形象消费在喜爱风格、理想类型、对形象的要求以及品牌观念上有其自身的特点,同时在形象消费上的认同也存在碎片化、理想化,以及消费的符号化所带来的自我主体性缺失等问题。因此,引导女大学生树立正确的消费观、自我观与价值观,倡导理性消费应受到大学生自身和高校的重视。

The consumption and self--identity are closely related. Consumption activities affect the formation, creation, maintenance and management of self-- identity. Through the case investigation on the female college students, we can find that the image--consumption of female college students has its own features on the style, ideal type, requirements of im- age and brand concept. At the same time, the self--identity on image--consumption still has some problems including fragmentation, idealization and symbolization, which cause the absence of the subjectivity on female college students ego. Therefore, to set up the correct consumption, self concept and values, advocate rational consumption should be subjected to the attention of college students themselves and colleges as well.