Chinese-style Individualization:The Single Persona and Relationship Patterns from a Consumption Perspective
The formation of the single wave(individuals who do not seek marriage)in China is closely related to the contemporary transformation from a collectivist society to an individualist society.Under the social trend of individu-alization,"becoming single"is an inevitable outcome of China's modernization process.By combining grand structural narratives with micro individual perspectives,a deep analysis of the phenomenon of singleness as a lifestyle and its rela-tionship patterns will help us understand the unique characteristics and formation of Chinese-style individualization from a consumption perspective.While consumer individualization fosters a self-pleasing tendency in the single lifestyle,the self-empowerment of single individuals in relationships with objects,post-traditional intimate relationships,and social re-production relations forms a relational"individualism"in the realm of consumption,highlighting the relationship pat-terns that sustain the single lifestyle.
Single PersonaIndividualization of ConsumptionSelf-empowerment
万方数据
维普
