Research on the Dissemination Mechanism and Influencing Factors of Consumerism in the Context of Social Media -- Taking the REDnote as an Example
Year: 2025
Type: article
Abstract: Against the backdrop of the western capitalist influence and the rapid development of China’s market economy, consumerism has become increasingly prevalent. Driven by advancements in Internet technology, it subtly reshapes the public consumption concept, which is shifting from the possession and consumption of "objects" to the pursuit of the symbolic value of commodities. REDnote, as a highly influential social media platform, has laid a solid foundation for the spread of consumerism. This paper employs Baudrillard’s theory of Consumer Society to explore its dissemination mechanism(e.g., content marketing, anxiety marketing, credit system) and influencing factors, proposing guiding strategies. The aim is to fill the research gap in this field and improve the research system, offering theoretical references and implications for subsequent studies. Additionally, this research is motivated by the aim to get rid of the influence of consumerist thought, promote a healthy media environment and guide the public toward reclaiming their subjectivity and engaging in rational consumption.
Author: Kexin Yang
Institution: Hebei University
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4412495279