消费与认同——对消费社会学的一个分析框架的探索

Based on a brief literature review,This paper deals with the issue of the integration of the paradigm of “consumer behavior” and that of “consumer culture”.It is suggested that “identity”,a basic sociological concept,can function as a conceptual framework in bridging the two paradigms.Consumption both provides substantial materials in creating and managing identity,and acts as signs and symbols in communicating the identity.Thus,consumption is both a social action of orderly making use of material resources within the framework of identity (i.e.,consumer behavior),and a sign system that signifies and communicates identity(i.e.,consumer culture).Therefore,the paradigm of consumer behavior and of consumer culture can be integrated in terms of the sociological paradigm of identity.