Abstract: The paper attempts to explore the media manifestation of consumerism in China from micro perspective. Body consumption in consumerism is analyzed to look into the cultural psychology and ideology transfer process behind. In the process the significance of media lies in that the male discourse identity is established in body consumerism. The body culture aesthetics is prevalent in consumerism and gets legitimate, popularized and down to the earth. One thing to be alert: beautiful life with capital participation can be conducive to social control and can also go counter wise in the pseudo world created by symbols.

Key words: body, consumption culture, mass media