Abstract

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Abstract:: The ideology exists in two kinds of forms：rational and emotional ones. Consumerism is actuallyan emotional form of ideology. Because the purpose of consumerism is to maintain the fundamental interestsof international monopoly capital，its existence as a emotional form of ideology and its way of disseminationmake it increasingly hidden and easy to be misunderstood. Therefore，it is necessary to reveal the nature andthe actual dilemma of consumerism as a type of social ideology from the perspectives of the value，mode andstandpoint of consumption. On this basis，we can construct a scientific outlook on consumption，achievingthe changes from a material-based consumption to a people-oriented one；from unconstrained consumptionto appropriate consumption；and from emphasizing individual freedom to shouldering social responsibility inconsumption.