消费社会的理论认为消费品或者消费行为本身对人的自我意识的形成、对身份感都是具有作用的。在这一语境下身体成为一个新的神话,身体地位成为一种文化表征。而女性作为一个十分重要的消费群体,按照社会为她们提出的符号和参照模式,努力把自己塑造成合乎标准的女性,为塑造自身的美而进行的一系列消费过程本身对于女性来说具有多重意义。 The theory of consumer society that consumer goods or consumer behavior itself on the formation of human self-awareness, sense of identity is to play a role. In this context, the body becomes a new myth and the status of the body becomes a cultural representation. However, as a very important consumer group, women try their best to shape themselves into standard women according to the symbolic and reference models proposed by the society. The series of consumption processes that shape their own beauty are inherently multiple for women significance.