【摘要】 鲍德里亚的符号消费理论揭示了消费社会从"物"的消费,向"符号消费"的过渡,也揭示了符号、符号消费对消费者的诱导、导向作用。在消费过程中,绝大多数消费者并不能理性地解读符号,各种所谓个个性化消费,实际上已被趋同化、从众化的"隐性"潮流所遮蔽。符号误读是一种对消费文化的误读,是消费文化趋同化、从众化的根本原因所在。更多还原

【Abstract】 French sociologist Jean Baudrillard’s theory of symbolic consumption reveals the transition of consumer society from the "objects" of "consumption" to the "symbolic consumption" and the guiding role of symbol and symbolic consumption to consumers.But in the progress of consumption,the most part of consumers can’t understand the symbol rationally.In fact,so-called individualized consumption has been assimilated.更多还原