文化人类学视域下电商购物节的消费仪式建构与符号意义解读

The Construction of Consumption Ceremony and the Interpretation of Symbolic Meaning of E-Commerce Shopping Festival from the Perspective of Cultural Anthropology

摘要: 本文从文化人类学视角，探究电商购物节的消费仪式建构与符号意义。首先介绍相关理论基础，包括文化、仪式、符号的定义与内涵。接着梳理电商购物节的发展历程与现状，以“双十一”“618”为例分析其起源、发展及影响。随后剖析消费仪式的构成要素、建构过程与功能意义，解读商品符号化、购物节符号体系及消费者行为的符号意义。最后从文化逻辑、对文化认同的影响及与文化变迁的关系进行深层分析，揭示电商购物节这一文化现象背后的深层文化逻辑。

Abstract: From the perspective of cultural anthropology, this paper explores the construction and symbolic significance of the consumption ceremony of e-commerce shopping festival. Firstly, it introduces the relevant theoretical basis, including the definition and connotation of culture, ceremony and symbol. Then, it combs the development process and current situation of the e-commerce shopping festival, and analyzes its origin, development and influence by taking “Double Eleven” and “618” as examples. Then it analyzes the constituent elements, construction process and functional significance of consumption rituals, and interprets the symbolic significance of commodity symbolization, shopping festival symbol system and consumer behavior. Finally, from the cultural logic, the impact on cultural identity and the relationship with cultural change, the deep analysis is carried out to reveal the deep cultural logic behind the cultural phenomenon of e-commerce shopping festival.