Abstract: Different from the production in traditional industries, the boundary between production and consumption process is rather blurred in the leisure and entertainment industry. How to effectively incorporate consumers into the collective production process of pleasure experience is an important issue for capital operation in the era of consumerism. This paper is an investigation of bar business strategy and consumer experience from the perspective of "the society of the spectacle". It puts forward two concepts of "gender spectacle" and "mutual spectacle". The paper finds that construction and maintenance of gender spectacle are the core strategy of bar business profitability and high capital investment return. By observing the mainstream gender culture and skillfully managing time and space, businesses carefully orchestrate a spectacle order in which women and men act respectively as producers and consumers of pleasure experience. Differences and divisions within the same gender group are created to form a "center-periphery" core order, as well as a partial order that subverts the mainstream gender culture. It is a mutual spectacle through the cooperation of all involved and together they contribute to the construction and maintenance of the bar gender spectacle order while bar operators become invisible scenery setters. This paper contributes to the micro empirical foundation of the spectacle theory. It opens up discussion on the construction mechanism of spectacle and the subjectivity of agents, and adds to the analysis of the development of gender culture in the context of consumer society. In sum, this paper helps further the discussion on the logic of capital of consumer capitalism.

Key words: the society of the spectacle, gender spectacle, mutual spectacle, consumerism