附录C 外文原文
Investigation on Whether the 'New Type' Bookstore Model Can Realize the Renaissance of Physical Bookstores
Abstract
Since the economic globalization was proposed in the 1980s, the links between the world have become more and more close, followed by cultural globalization. With the emergence of the digital economy, peoples lifestyles have also changed. At the same time, post-modern consumerism centered on aesthetic and symbolic consumption began to emerge. The paper is divided into five parts to explore whether the physical bookstore can achieve revival. The first section includes research on post-modern consumerism to illustrate its core, characteristics and audience. Under the premise of this, do general research has been done on Fangsuo Commune Bookstore as a representative of the 'new type' bookstore, and in-depth analysis of Fangsuo Commune in Taikoo Li Chengdu has been made. In the end, based on the comparison between Fangsuo Commune and other physical bookstores, it is possible that the 'new type' bookstore model can realize the revival of physical bookstores.
Keywords Post-modern Consumerism; 'New Type' Bookstore; Fangsuo Commune; Renaissance;
1 Introduction
With the development of the economy and the renewal of technology, the digital world has arrived. From the American economist Veblens “The Theory of the Leisure Class: An Economic Study of Institutions”, we can understand the initial description of symbolic consumption. In this book, Veblen points out that in the view of some 'free class' in society, consumption is not only to obtain the functional utility of products, but more importantly to satisfy their self-respect, honor and respect of others. He called this conspicuous consumption.
All in all, the movement from productive society to a consumer society is an inevitable trend of economic and social development under the leadership of consumer demand.This symbolic consumption is also the core of postmodern consumerism. In the context of the prevalence of symbolic consumption, the pursuit of culture by enterprises or individuals has spawned the “New Type” bookstore.
From about 2002 to 2012, especially after 2011, there was a large-scale collapse in physical bookstores. According to the survey data of the All-China Federation of
Industry and Commerce, nearly 50% of the physical bookstores in the country have
closed down, with a total of more than 10,000.
2 Symbolic Consumption
2.1 What is symbolic consumption?
In the book “Consumer Society”, the famous consumer sociologist Jean Baudrillard mentioned that in the consumer society, commodities have symbolic value in addition to their use value and exchange value. He believes that in the consumer society, “things” and “commodities” have become a “symbolic system”, and the consumption of “objects” and “commodities” can become the main basis for social structure and social order and its internal distinction. In other words, “high-end” “middle-grade” and “low-end” seems to be in the classification of the object but actually refers to the relationship between the person and the persons status.
People are not satisfied with the use value of goods and services when shopping and they pay more attention to the cultural significance and representative value behind goods and services. This phenomenon is called as symbolic consumption.
2.2 Three characteristics of symbolic consumption
Brand as a carrier. Brand is the carrier of commodity symbolization, which helps the symbolic value of goods to be recognized and realized, and replaces the physical object into the object of consumption. As Professor Zhao Yiheng, a representative of the national semiotics, said, “Buy something is to buy it differently. Brands can reflect the wealth, status and taste of the buyer.”
Personal differences. In order to find and determine their status in society, people need to define themselves and discover differences. “Differential” has also become the goal of most people to pursue symbolic consumption. People use symbolic consumption to show their unique personality and distinguish themselves from others. This phenomenon can be seen everywhere in real life. For example, a large number of limited edition items and special items have emerged to meet the psychological requirements of people seeking differences.
Value symbolism: The third significant characteristic of symbolic consumption is the symbolic meaning of the symbol, not the practical value of the commodity itself. Symbol consumers are no longer concerned with practicality when they purchase goods, they value brands more. As a cultural symbol, the brands cultural symbolic meaning has become the starting point and consumer object of symbolic consumer purchase.
2.3 Three audiences of symbolic consumption
New rich class. They are at the top of symbolic consumption, luxury brands have penetrated into their lives and have become their regular consumption. In addition to pursuing luxury brands, they will pursue a culture-centered brand, in order to reflect their personal identity and demonstrate their social status. Therefore, with the aim of brand culture, they set up a “new type” bookstore model that is different from traditional bookstores, linking the bookstore culture with business.
Middle class. As the main force of consumption, the middle class consumes wellknown brands in various fields such as clothing, and occasionally buys luxury brands in certain fields. At the same time, in order to show their own quality of life, successful career and the realization of s
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附录C 外文原文
Investigation on Whether the 'New Type' Bookstore Model Can Realize the Renaissance of Physical Bookstores
Abstract
Since the economic globalization was proposed in the 1980s, the links between the world have become more and more close, followed by cultural globalization. With the emergence of the digital economy, peoples lifestyles have also changed. At the same time, post-modern consumerism centered on aesthetic and symbolic consumption began to emerge. The paper is divided into five parts to explore whether the physical bookstore can achieve revival. The first section includes research on post-modern consumerism to illustrate its core, characteristics and audience. Under the premise of this, do general research has been done on Fangsuo Commune Bookstore as a representative of the 'new type' bookstore, and in-depth analysis of Fangsuo Commune in Taikoo Li Chengdu has been made. In the end, based on the comparison between Fangsuo Commune and other physical bookstores, it is possible that the 'new type' bookstore model can realize the revival of physical bookstores.
Keywords Post-modern Consumerism; 'New Type' Bookstore; Fangsuo Commune; Renaissance;
1 Introduction
With the development of the economy and the renewal of technology, the digital world has arrived. From the American economist Veblens “The Theory of the Leisure Class: An Economic Study of Institutions”, we can understand the initial description of symbolic consumption. In this book, Veblen points out that in the view of some 'free class' in society, consumption is not only to obtain the functional utility of products, but more importantly to satisfy their self-respect, honor and respect of others. He called this conspicuous consumption.
All in all, the movement from productive society to a consumer society is an inevitable trend of economic and social development under the leadership of consumer demand.This symbolic consumption is also the core of postmodern consumerism. In the context of the prevalence of symbolic consumption, the pursuit of culture by enterprises or individuals has spawned the “New Type” bookstore.
From about 2002 to 2012, especially after 2011, there was a large-scale collapse in physical bookstores. According to the survey data of the All-China Federation of
Industry and Commerce, nearly 50% of the physical bookstores in the country have
closed down, with a total of more than 10,000.
2 Symbolic Consumption
2.1 What is symbolic consumption?
In the book “Consumer Society”, the famous consumer sociologist Jean Baudrillard mentioned that in the consumer society, commodities have symbolic value in addition to their use value and exchange value. He believes that in the consumer society, “things” and “commodities” have become a “symbolic system”, and the consumption of “objects” and “commodities” can become the main basis for social structure and social order and its internal distinction. In other words, “high-end” “middle-grade” and “low-end” seems to be in the classification of the object but actually refers to the relationship between the person and the persons status.
People are not satisfied with the use value of goods and services when shopping and they pay more attention to the cultural significance and representative value behind goods and services. This phenomenon is called as symbolic consumption.
2.2 Three characteristics of symbolic consumption
Brand as a carrier. Brand is the carrier of commodity symbolization, which helps the symbolic value of goods to be recognized and realized, and replaces the physical object into the object of consumption. As Professor Zhao Yiheng, a representative of the national semiotics, said, “Buy something is to buy it differently. Brands can reflect the wealth, status and taste of the buyer.”
Personal differences. In order to find and determine their status in society, people need to define themselves and discover differences. “Differential” has also become the goal of most people to pursue symbolic consumption. People use symbolic consumption to show their unique personality and distinguish themselves from others. This phenomenon can be seen everywhere in real life. For example, a large number of limited edition items and special items have emerged to meet the psychological requirements of people seeking differences.
Value symbolism: The third significant characteristic of symbolic consumption is the symbolic meaning of the symbol, not the practical value of the commodity itself. Symbol consumers are no longer concerned with practicality when they purchase goods, they value brands more. As a cultural symbol, the brands cultural symbolic meaning has become the starting point and consumer object of symbolic consumer purchase.
2.3 Three audiences of symbolic consumption
New rich class. They are at the top of symbolic consumption, luxury brands have penetrated into their lives and have become their regular consumption. In addition to pursuing luxury brands, they will pursue a culture-centered brand, in order to reflect their personal identity and demonstrate their social status. Therefore, with the aim of brand culture, they set up a “new type” bookstore model that is different from traditional bookstores, linking the bookstore culture with business.
Middle class. As the main force of consumption, the middle class consumes wellknown brands in various fields such as clothing, and occasionally buys luxury brands in certain fields. At the same time, in order to show their own quality of life, successful career and the realization of s
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