The transformation of culture, economy, science and technology not only improves peoples living standards, enriches peoples spiritual life, but also gives birth to consumption types that belong to the characteristics of the current society. The transformation from a production-oriented society to a consumption-oriented society is not only reflected in the change of production mode, but more importantly, the change of peoples consumption concept.
First of all, the constant updates and changes of communication content stimulate peoples sensory responses. For example, all kinds of coded logos, colorful totems, fashion production related to stars, etc.The commercial attributes of these dissemination contents have exceeded their own utility, and the commercial tentacles have penetrated into the depths of peoples subconsciousness, and the entire production process is the process of manufacturing and consumption.
Secondly, the diversification of communication techniques allows people to experience a sense of freshness that is different from traditional publicity models. Short videos, holographic technology, VR/AR, etc., are constantly impacting peoples vision and senses, and they can even experience the feeling of wearing items when the body is not present.
Third, symbolic consumption has replaced traditional consumption.People are more willing to consume and recognize commodities with symbolic characteristics.For example, the consumption of luxury goods covers various fields, and clothes, decorations, daily necessities, etc., have almost filled daily life. When people buy luxury goods, it is more important to consume their brands or just their logos, which are considered a status symbol.
The transition from the consumption of objects to the consumption of symbols is a characteristic of the consumer society and permeates every aspect of peoples daily life. And NFT, which has been reported by major mainstream media and institutions recently, is also a typical case of symbol consumption to a certain extent.
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1. Significance of NFT consumption
Many media have certain explanations for the definition of NFT, so we won’t go into details here. For NFT users, NFT is a creator-centric digital economy, in which our data is no longer freely used by Internet platforms, artists, musicians, photographers, journalists and publishers Vendors are able to communicate directly with their fans.
Indeed, NFT can solve some problems caused by the copyright of works under the current Internet and secondary creation, and can provide a new employment model and business model between original authors and platforms. Therefore, its appearance is not only a shock to people in the encryption field, but also impacts the traditional art circle and collection circle, which is of great significance to the fields of creators, copyright and work distribution. For example, NFTs enable artists to sell their creations in their natural form without having to print and sell the artwork.
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2. The sense of identity of NFT consumption
Unlike traditional art collections, the value of NFT digital collections is highly volatile. An NFT can be close to more than 100 ETH at its peak, and it can also be zeroed overnight. This kind of price fluctuation has discouraged many people. In addition, the purchase of NFT has not formed a mature reference standard, which also makes many investors confused. Then why are the risks so high and many people buy it?
I think most people are attracted by the phrase this NFT is the only one you own, just like the three words limited edition, which immediately stimulate your desire to consume. It flaunts your unique identity in a certain field to a certain extent.This kind of consumption with social meanings such as taste, style, fashion, and status creates an inherent cultural connection between consumers personal identities and commodities.
This phenomenon is especially reflected in the collection of PFP/Avatar NFT. In the real world, the avatar you use on social platforms may represent your own characteristics, or your hobbies. In the virtual world, peoples social characteristics are hidden, how can you reflect who you are? What social class are you in? The collection of PFP/Avatar NFT gradually carries this function.
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3. The topicality of NFT consumption
Topic is an important way of publicity in the field of NFT consumption. Making NFT topical is an important means to arouse users interest and attention by using the power of the media and consumers word-of-mouth.
Often, Twitter is the main venue for sparking conversations on topics. You can use humor, spoofs, controversies, or social hotspots to attract users attention, and then trigger more discussions, so that related products and services will also receive more attention.
For example, a few days ago Yuga Labs announced that it had obtained the brand, art copyright and other intellectual property rights of the two NFT projects CryptoPunks and Meebits from Larva Labs, as well as 423 CryptoPunks and 1711 Meebits, and claimed to give these NFT holders full commercial rights. As soon as the incident came out, it aroused heated discussions, which means that users can use their own CryptoPunks and Meebits NFTs for products, services, marketing and other activities. After this incident, the 7-day price change of Meebits reached +1499.65%, and the 7-day price changes of CryptoPunks and BAYC were +253.34% and +52.83%, and they were among the top three in the Opensea rankings. This topical effect caused its price to skyrocket, and also made the once silent Meebits reappear in the publics sight, becoming a hot NFT.
At present, NFT has become a consumption trend, and this symbolic commodity is gradually attacking the mainstream model in the consumer society. However, NFT is still an ecosystem that is constantly innovating, and its consumption characteristics are constantly changing along with social nature. Individuals and groups will also continue to find their own position in an order in the process of consumption, and this NFT symbol consumption is also actively constructing consumption personality and annotating life.
