消费社会促使传统消费观念、消费模式发生了前所未有的变化。审视当下国人的消费以及消费文化,符号、类、他者构成了重要特征。符号化弱化了消费品的功能价值,而且消费行为的判断、评说取决于他者,凸显他者无可替代的地位。消费符号化以及符号价值本身所固有的象征意义决定了人们对消费个性化的追求。但对于大多数消费者而言,所谓个性只是类的选择。消费符号化、符号消费已经成为消费、消费文化的重要内容,营造健康向上的消费文化需要对符号消费有正确的认知。 Consumer society promotes the traditional consumption concept, consumption patterns have undergone unprecedented changes. Examining contemporary people’s consumption as well as consumer culture, symbols, classes and others constitute an important feature. Symbolization weakens the functional value of consumer goods, and the judgment of consumer behavior depends on the other, highlighting the irreplaceable status of the other. Consumption symbolization and the symbolic value intrinsic to symbolic value determine people’s pursuit of individualized consumption. But for most consumers, the so-called personality is just a class choice. Symbolization of consumption, consumption of symbols has become an important part of consumption and consumption culture. Constructing a healthy and upward consumption culture requires a correct understanding of symbol consumption.