Analysis of the Independence and Reconstruction of Consumption Rituals: A Comparative Study of Chinese Ancient and Modern Festival Consumption

Abstract

According to the existing research, large-scale consumption behaviors and activities, as a commodity value realization mode with great production significance in China’s traditional production system, rarely have independent identities such as “Double Eleven Shopping Festival” and “June 18th Promotion in the Middle of the Year” nowadays. However, this does not necessarily explain the problems including sluggish consumption but reflects its characteristics such as form bearing and connotation attachment to other festivals. From the perspective of communication rituals, consumption itself may have existed as a specific social function at this time. Nonetheless, consumption, as a connotation, was independently recognized and ritualized by the society, which fails to be fully completed until the emergence of “Double Eleven”. This paper will focus on the reflection of “rituals” in consumption and festivals in an attempt to recognize the transformation from “festival consumption” to “consumption festival” with comparative and integrated thinking.