Abstract：Human society is always in a process of social differentiation and group aggregation in various ways. When consumption no longer is merely an economic behavior of satisfying consumer utility but serves as an important foundation for the internal distinction of social structure and social order through symbolic and emblematic systems, social differentiation is more often manifested as a cultural construction, forming “cultural distinction”. Unlike in modern society where people maintain social hierarchies through conspicuous consumption or refined tastes, the primary people in postmodern society desire to create their own lives. They use the different lifestyles represented by consumption choices as a means to express their self-worth, emphasizing cultural diversity against hierarchical systems. While self-differentiation, people also identify each other, thereby constructing various consumer-oriented communities. They are widely dispersed and wandering among the communities to gain opportunities to shape their images in different scenarios. As these flattened communities gradually move to the forefront of society, the longstanding vertical hierarchical structures that have occupied the center of modern society recede into the background, and the social landscape shifts from the once distinctly stratified and relatively stable to the current flat and volatile. However, the uncertainty and instability of identity may bring new challenges.
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