Research on the Dissemination Mechanism and Influencing Factors of Consumerism in the Context of Social Media -- Taking the REDnote as an Example

Against the backdrop of the western capitalist influence and the rapid development of Chinas market economy, consumerism has become increasingly prevalent. Driven by advancements in Internet technology, it subtly reshapes the public consumption concept, which is shifting from the possession and consumption of "objects" to the pursuit of the symbolic value of commodities. REDnote, as a highly influential social media platform, has laid a solid foundation for the spread of consumerism. This paper employs Baudrillards theory of Consumer Society to explore its dissemination mechanism(e.g., content marketing, anxiety marketing, credit system) and influencing factors, proposing guiding strategies. The aim is to fill the research gap in this field and improve the research system, offering theoretical references and implications for subsequent studies. Additionally, this research is motivated by the aim to get rid of the influence of consumerist thought, promote a healthy media environment and guide the public toward reclaiming their subjectivity and engaging in rational consumption.