Research on Women’s Materialization from the Perspective of Consumerism
Take the Sales Strategy of Diamonds in China as an Example
- DOI
- 10.2991/assehr.k.220105.258How to use a DOI?
- Keywords
- Consumerism; Domestication; Female; Unconscious; Materialization
- Abstract
The formation of female materialization thought is related to consumerism and social culture. Due to the traditional social division of labor, women tend to take care of family and shopping, so women are the main consumers and entertainment objects. At the same time, it has also become the consumption object and main dumping object of merchants. The media public opinion environment under the patriarchal further monopolizes women’s aesthetic discourse power, and causes women’s aesthetic anxiety through consumption traps. As the subject and object, women are constantly pointed and shaped, and their materialization tendency is deepening. Taking Chinese women’s diamond consumption as an example, this paper attempts to analyze the main reasons for women’s materialization behind the typical luxury consumption phenomenon. This paper holds that male power and capital are the two main factors causing women’s materialization, and women cannot achieve liberation through confrontation alone. Only when women are alert to the trap of consumerism and think rationally and independently can they hope to get rid of the fate shaped and swallowed up and truly master their own destiny and discourse power. This paper will provide some cases and Enlightenment for the study of feminism and luxury consumption.
- Copyright
- © 2022 The Authors. Published by Atlantis Press SARL.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Ge Song PY - 2022 DA - 2022/01/17 TI - Research on Women’s Materialization from the Perspective of Consumerism BT - Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021) PB - Atlantis Press SP - 1408 EP - 1412 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.220105.258 DO - 10.2991/assehr.k.220105.258 ID - Song2022 ER -