消费主义与农村个体化趋势

消费主义开始向农村渗透，严重影响着农村社会关系，特别是互助关系。通过运用深度访谈与参与式观察相结合的质性研究方法，从农业生产、住房建设、公共事务、红白喜丧等四个领域系统分析农村个体化过程。研究发现，消费主义对互助关系进行瓦解，建立在个人和民间实践基础上的“助”的理念和体系遭到破坏，乡村社会日趋个体化。传统互助团体开始走向衰落，村民从各种共同体中“游离”出来，走向原子化，从而导致了农村社会关系的危机。

On the Relation Between Consumerism and Rural Individual Trend

Abstract： Consumerism has begun to penetrate into the rural areas, and it seriously affects the social relations there, in particular the mutual assistance relationship. This paper systematically analyzes the process of individuation in rural areas from agricultural production, housing construction, public affairs and wedding and funeral through the use of qualitative research methods which mainly involves in-depth interview combines participant observation. The study found that consumerism collapse on mutual relations, ＂Help＂ concept and the system which is built on the basis of personal and civil practice has been destroyed, and rural society become more individualized. Traditional support groups have began to decline, villagers dissociate from various communities toward atomization, and lead to the crisis of rural social relations.