回归真实:Z世代青年群体反消费主义的动因与实践——基于对“豆瓣”反消费主义社群小组的考察

Return to reality:the motivation and practice of anti-consumerism among the group of Generation Z——based on the investigation of“Douban”anti-consumerism community group

受乌卡时代常态化、消费行为媒介化、Z世代自我价值内省化等因素影响,Z世代青年群体正在尝试反消费主义的种种实践。通过对豆瓣反消费主义社群成员的参与式观察、深度访谈等研究发现:Z世代青年群体正在通过去“商品拜物教”、消费流程再定义、消费习惯重塑,回归商品使用价值;以Z世代为主体的豆瓣反消费主义社群成员拒绝符号消费与炫耀性消费,消费观念回归自我本真需求,这一现象映射出消费者彰显自身主体性和能动性的种种努力。

Infl uenced by such factors as the normalization of Uka era,the media of consumption behavior,and the introspection of self-value of Generation Z,the group of Generation Z is trying various practices of anti-consumerism.Through the participatory observation and in-depth interviews of members of Douban’s anti-consumerism community,this study found that Generation Z is returning to the use value of commodities by“de-fetishizing commodities”,redefining consumption processes and reshaping consumption habits.Members of Douban’s anti-consumerism community,dominated by Generation Z,reject symbolic consumption and conspicuous consumption,and return their consumption concepts to their original needs.This phenomenon reflects the efforts of consumers to demonstrate their subjectivity and initiative.