Most of the existing literature on the emergence of new consumption and its essence is based on the discussion of micro consumption phenomena. This paper takes new consumption phenomena in the digital media-dominated polymedia environment as the object of study to review the theoretical history of “mediatization,” and explores new consumption’s emergence, essence, and related issues systematically through deductive reasoning. More specifically, this paper is to first interpret the mediatization theory and then analyze two dimensions (i.e., the formation of mediatized consumption and the resultant reinvention of practice rules) from the perspective of media affordances. On this basis, we conclude mediatized consumption’s essence, forms, and practice rules. This study indicates that new consumption is essentially mediatized consumption, which concerns “media-shaped consumption” and “consumption-shaped media,” and that new consumption has two representations; consumption-oriented media and banal consumption. Media affordances make new consumption fields human-oriented, connecting “people” and “things,” and are becoming a major contributor to the formation of mediatized consumption. Thus, the practice rules concerning “people, goods, and fields” in the new consumption sector are reinvented; the social interactions in the “middle region” are highlighted; the imaginative, narrative, and social characteristics of goods are emphasized; and the cross-field integration of consumption is realized.




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