从消费社会到文化资本: 重新解读双十一网络购物现象

From Consumer Society to Cultural Capital:Re-interpretation of November 11th Online Shopping Phenomenon

双十一网络购物正在逐渐成为影响力最广泛、最便捷的购物方式。作为一种新型的消费方式,它将原本显现在大众面前的消费行为隐藏在新的面具之下,具有更隐秘、更系统的特点,符合西美尔所认定的金钱成为现代社会的衡量标准,体现了鲍德里亚认为的现代社会转变为消费社会的背后隐藏了一定的符号意义,验证了布尔迪厄的“文化资本”理论。而这种消费方式正在由单纯的买卖行为转变为一种被赋予多种含义的特殊符号存在,也在一定程度上促成了新的消费沟壑。

Online shopping on November 11^(th) is becoming the most influential and convenient way of shopping.As a new way of consumption,it hides the consumption behavior that originally appeared in front of the public under a new mask.Though more mystic and systematic,it is in line with Simmel’s belief that money has become the yardstick of modern society,and consitent with Baudrillard’s view that there is a certain symbolic meaning behind the transformation of modern society into consumer society;it also verifies Bourdieu’s theory of“cultural capital”.However,this consumption mode is changing from simple buying and selling behavior to a special symbol with multiple meanings,which has also contributed to a new consumption gap to a certain extent.