【摘要】 本文在对马克思、韦伯、桑巴特等学术大师就生活方式理论贡献重新审视的基础上,指出近年来我们在研究中所忽视的问题。本文认为应该在文化、历史的视野下去看我们的生活方式和消费主义文化,去看我们的可持续发展问题,因为我们的国情与西方发达国家有过侵略,掠夺的历史不同,加上“二结合”问题,即大商人、商业集团和包装他们的大广告业的结合;广告业与媒体的结合,使得我们的社会发展面临一个严峻的挑战。那就是,我们的内部矛盾需要我们自己去消化,我们在竞争中转移来的外部矛盾也要我们自己来消化,这是冷酷的,但同时也是我们必须面对的。更多还原

【Abstract】 On the review of the contribution to the theories of life style of great scholars, such as Marx, Webber and Sanbter, this paper points out some problems, which have been ignored in recent study. The author thinks the cultural and historical views should be adopted in the analysis of life style, consumerism culture and sustained development as well, because our national conditions is different from western countries, which have the experience of invasion and plunder. Besides this, the "two combinations", that is, the combination of big merchants, merchant groups and big advertising that advertises for the former; the combination of advertising and media, is a severe challenge faced by our society. The inner contradiction needs to be assimilated by us. So do the exterior contradiction, which is caused by the external competition. The reality is callous, but we must envisage it.更多还原