Desire itself is not wrong, but it becomes a problem that desire is hard to fill. There is always a difference between desire and ability. When the speed of desire expansion is faster than that of personal ability growth, some people will feel pain for it. The consumption tendency of “pseudo delicacy” is worth pondering.

In fact, we are surrounded by a lot of fake consumerism culture.

Commercial advertising, especially like to stick cultural labels, aims to let you consume. Watching TV, shopping malls, even cultural festivals, are the shadow of consumerism, making you crazy to buy and buy.

I personally think that the most successful consumerism at present links the culture together with diamonds: a diamond will last forever.

Diamond combines love together, countless girls are crazy for her, I ask, now get married, if there is no diamond, will girls feel a little regret and embarrassment?

That’s why many newlyweds, no matter how embarrassed their wallets are, pay to buy them.

In fact, consumerism permeates Valentine’s Day thoroughly. For example, when Valentine’s day comes, we need to have a sense of ceremony, send roses, and express romantic love. If all kinds of product copywriting are promoting: 520, love him, we need to buy.

Even now, the iPhone is also bundling love culture and fashion to do marketing.

Buy an iPhone. I heard that people are using iPhone now, and woodlouse is the mobile phone.

I can’t wait to pick up an iPhone to show my logo.

It’s said that someone sells kidney to buy iPhone. It’s too hot. Can’t I keep up with the fashion if I don’t buy it? Are not the people abandoned by the times out of place among all living beings?

These are not your real needs. Your needs are created. As long as you have a, you can achieve B. This is the most basic brainwashing formula for capitalists to create needs.

All kinds of advertisements and TV plays on various platforms are telling the public that “women should be better to themselves” and “men should be willing to spend money”.

What skin care products should a delicate woman use, what bag she should carry, what jewelry she should wear It has long been made into a template by advertisements. I don’t know when, “delicate” and “ritual sense” has become the standard of living for some people.

More and more young people are looking forward to becoming “delicate” people.

Businesses tell you that if you buy our products, you can get what you want, because our life is too cruel. They say that the world of adults is not easy and complex. Each of us wants to be more beautiful, more intelligent, more fashionable, more efficient and healthier. Everyone wants to be a great person. But if we really want to realize these dreams, we have to pay a long-term effort and even let me The pain of our hands for a long time. So many people want to have a shortcut, which can be relatively easy, fast or even effortless way to achieve their goals and dreams. Create demand and instill the idea of “you are worth it”. They will bombard your values with various new media soft articles and short videos. They will tell you: life is not easy, you have to be nice to yourself and be a delicate girl (male).

Many people tell us that you need to live a delicate life.

Yes, but the so-called delicacy is not a set on the surface, but a set on the back:

On the surface, I know how to dress and dress, and I paint exquisite makeup, but in fact, I throw the used paper towels around in public places at will;

Some of the best-selling books I’ve read and some of the little fresh movies I’ve seen are actually all for taking pictures.

At best, this can only be regarded as “pseudo delicacy”.

Real delicacy is a kind of dignity and cultivation from the heart, a real yearning for a better life, which leads us to a more diligent, more practical and more self-discipline way of life, rather than hypocrisy, following the trend and catering to the eyes of others.

01 turning material and appearance into the yardstick of good and bad life

For a while, several graduate students became popular on the Internet

In order to pursue a sense of ceremony, they spent nearly ten thousand yuan to transform their dormitories.

Feathers, lights, curtains, these are transformed “fairy bedroom” objects. “Fairy bedroom” full of LED lights

But “face slapping” came quickly.

Before long, China’s fire micro blog account pointed out that there was a fire risk in the renovation of the dormitory and ordered it to check and deal with it.

Subsequently, the bedroom decoration was removed.

But before the security issue was pointed out, what was publicized all over the Internet was that several girls spent an expensive price to create a sense of ceremony and create a “fairy bedroom”.

The topic of “beauties graduate students creating fairy dormitories” appeared on Weibo

This pursuit of “delicacy” became the focus of flattery for a time.

Under the glossy appearance, it is to turn the material and appearance into the standard of life.

02 “pseudo delicacy” is becoming a trap for young people.

Behind “pseudo delicacy” lies the trap of consumerism.

The “pseudo delicacy” which is measured by material is popular, and behind it is not only people’s pursuit of “material”.

In consumer society, Jean Baudrillard points out that people buy things not only as a tool, but also as an element of comfort and superiority.

In the circle of friends, what I want to convey is not “I bought a product”, but “I have the economic strength to consume famous brand lipstick”. It doesn’t matter whether you save a lot of money for this lipstick or buy it in installments.

According to the 2017 report on young people’s consumption and life released by a consumer loan product, one out of every four post-90s in China is using online loan products.

If we can get satisfaction through material, it is the internal reason for the popularity of “pseudo delicacy”. The concept of “material supremacy” conveyed by the businessmen and the media is the “accomplice”.

According to Fredric Jameson, a cultural researcher, mass media and consumerism culture are now making use of each other.

The advertisements and TV plays on TV tell the public that “women should be better to themselves” and “men should be willing to spend money”.

What skin care products should a delicate woman use, what bag she should carry, what jewelry she should wear It has long been made into a template by advertisements.

As a result, luxury goods continue to be touted and pursued, and gradually become younger.

2017 China luxury market survey: millennials have become the main force of luxury consumption; the average number of times millennials buy luxury goods has reached 8; 93% of people have plans to buy more luxury goods.

In order to cater to consumers’ pursuit of “sense of ceremony”, businesses take great pains.

All kinds of festival gift boxes, commemorative edition suits endowed with great significance, and exquisite limited edition Commodities All of these are labeled as “rituals”.

Christmas, shopping malls launched various promotional activities to attract consumers, people immersed in them, think that all these are voluntary purchases, but in fact, they are deeply influenced by the outside world.

Some scholars have pointed out that there is a “chain of implied meanings” between commodities.

When you buy a new mobile phone, it will be hinted that you need a pair of advanced headphones, and then it will be hinted that a matching stereo

Consumption is like this, never-ending.

To guide life blindly is likely to fall into the abyss of material.

03 life ruined by standard match

For many people, desperately trying to live as a “standard” is actually anxiety about their current status and living conditions:

Jiang Fangzhou talked about: originally not anxious, but as soon as we open the circle of friends, we all live better than ourselves, and the sense of urgency comes naturally.

Why do other people live so well, but my life is a mess? Why do other people travel on holidays, but I can only stay at home? The balance is close to a negative number, still want to be bright in the circle of friends.

Many netizens said, “I’m spending money on things I like. What’s wrong with me?”

“Wonderful flower said” just has such a debate: “Young ‘delicate poor’, I am wrong Zhan Qingyun told the truth: you are not spending money for what you like, you are spending money for the concept of “delicacy”. What you buy and pursue is defined by others. What you call “like and want” is just because others have

According to Fredric Jameson, a cultural researcher, mass media and consumerism culture are now using each other. What skin care products should a delicate woman use, what bag she should carry, what jewelry she should wear It has long been made into a template by advertisements. People are immersed in it and think it’s all voluntary purchase, but it’s actually deeply influenced by the outside world. Guan Xiaotong laughs at himself in the program and spends his own money mainly by following the trend. Such “being volunteered” happens to us all the time. Desperate to pursue, is likely to fall into the abyss of material.

Netizens make complaints about their social partners. Their classmates ask their roommates to lend money, the reason is that they spend more than 10000 of their net loan with their girlfriends.

Netizens make complaints about their loans and travel. For ordinary families, more than 10000 can still afford to do so. But sometimes, only dare to borrow, dare not say.

In the first half of this year, the 21-year-old girl jumped out of the building under the pressure of the Internet loan, leaving her family with a pile of bills. Those who have the courage to ask for help, some of them, like the wife who forced her husband to jump from the building, are going further and further on the road of hollowing out the people around them.

A post-90s nurse is addicted to loan consumption. After her mother helped repay more than 200000 yuan of loans, she was still deeply involved. The mother thought that when she had paid the money back, her daughter would “turn around”. But it was just a lie. Struggling for a long time, the mother had to take out the adoption certificate and cut off the mother daughter relationship. Mom helps her daughter to take out her foster daughter’s certificate after paying off the Internet loan.

Desire is not wrong. But there is always a difference between desire and ability. When the speed of desire expansion is faster than that of personal ability growth, some people will feel pain for it.

Either you or your family.

People who are really rich and full in heart can live comfortably even if they are separated from material things.

In this world, there will always be someone richer, prettier and better than you

Everyone doesn’t want to fall behind, but the game never ends.

When you constantly envy what others have, think first:

What is my current level and what level of life do I want to achieve? Do I bear the consequences? After all, no one can enjoy the “delicacy” that comes from exhausting himself and implicating others.

The real delicate life depends on your efforts from the inside out.

Life is not long, don’t let others dominate your life.

This article was originally published by @ Zhang Jin. The copyright belongs to the original author. Without the permission of the author, it is forbidden to reprint.

The picture is from unsplash, based on cc0 protocol.

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