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This book focuses on the emerging middle class, examining its class characteristics, consumption patterns and lifestyles, focusing on emerging consumer culture and consumption patterns, especially "new consumption" in the context of the Internet, and aims to analyze how the middle class and emerging middle class participate in consumer culture under the background of social transformation and technological revolution , what role they play while participating in emerging consumption, how to use consumption to enhance subjective and objective welfare, shape cultural taste, obtain class identity, and realize class division and social reproduction.