Consumption of young xin yimin: The role of identity and tacit motives

In this article, we present an analysis of young migrant consumer culture based on an empirical study of xin yimin living in Australia. We treat xin yimin's desire for appropriating culture to fit a Western ideology of identity. Based on six different types of projective data we develop a meaning of mimic consumption and motivating forces behind this behaviour. Young xin yimin has an embodied passion for Otherness or Western identity. The findings also reveal insights into what is driving the pursuit of desired self, asserted through benign envy and missing self. We further address theoretical implications of these processes behind identity creation for consumer culture theory research.

Chinese Abstract在这篇文章中，我们依据对居住在澳大利亚的新移民所进行的实证研究，提出青年移民消费者文化的分析。我们探讨新移民渴望利用文化以适应西方身份认同的意识形态。基于六种不同类型的投影数据，我们提出了这种行为背后的模拟消费和激励力量的意义。年青新移民拥有其他或西方的身份认同的具体化激情。该研究结果还就推动他们追求“理想的自我”的原因方面，提出见解，通过“良性嫉妒”和“丢失自我”来表明观点。我们进一步论述在建立身份认同背后的这些过程的理论意义，以进行消费文化的理论研究。