马尔库塞以资本主义社会为对象,对消费异化进行深层次的剖析,论述了消费异化的表现、原因、危害以及摆脱消费异化的途径。消费异化表现为消费目的的异化和消费观念的异化。在他看来,科学技术的控制、虚假需要的诱导、大众传媒的操纵是造成消费异化的重要原因。马尔库塞对消费异化的研究和批判,有利于引导人们建立正确的幸福观,倡导绿色的消费观,树立文明的生态观,从而实现人、社会、自然的健康发展。Marcuse takes capitalist society as the object and conducts a deep analysis of consumer alienation, discussing the manifestations, causes, harms, and ways to get rid of consumer alienation. Consumer alienation is manifested as the alienation of consumption purposes and consumption concepts. In his view, the control of science and technology, the induction of false needs, and the manipulation of mass media are important reasons for consumer alienation. Marcuse’s research and criticism of consumer alienation are conducive to guiding people to establish a correct view of happiness, advocating a green consumption concept, and establishing a civilized ecological concept, thereby achieving the healthy development of humans, society, and nature.
马克思在其著作《1844年经济学哲学手稿》中提出了异化劳动理论,并对当时社会的生产活动进行深刻分析,揭示了异化劳动的四重规定。经过社会生产力的不断发展,人类科学技术飞速进步,马尔库塞认为科学技术的飞速发展使人产生新的异化,即消费异化。他认为在发达的工业社会中,消费异化主要表现为功能异化、主体异化和文化异化。消费异化这一现象确实存在,但马尔库塞对科学技术的态度过于片面,忽视了造成消费异化的根本原因,因此他的消费异化理论存在一定的局限性。在经济全球化的今天,我国消费市场中不可避免地存在消费异化现象,为保证我国消费者的健康消费,必须发挥政府的引导作用,倡导绿色消费,同时要鼓励中国的消费者们树立科学的消费观念。Marx put forward the theory of alienated labor in his work “Philosophical Manuscripts of Economics of 1844” and made a profound analysis of the production activities of the society at that time, revealing the four-fold stipulation of alienated labor. After the continuous development of social productive forces and the rapid progress of human science and technology, Marcuse believed that the rapid development of science and technology has led to a new alienation of human beings, i.e., the alienation of consumption. He believes that in the developed industrial society, consumption alienation is mainly manifested in functional alienation, subject alienation and cultural alienation. The phenomenon of consumption alienation does exist, but Marcuse’s attitude towards science and technology is too one-sided, ignoring the fundamental cause of consumption alienation, so his theory of consumption alienation has certain limitations. In today’s economic globalization, the phenomenon of consumption alienation inevitably exists in China’s consumer market. In order to ensure the healthy consumption of Chinese consumers, the government must play a guiding r
当前我国正处于向消费社会过渡的阶段,伴随着改革开放的深化发展和经济全球化的深入发展,以及社会上不良消费风气的影响,大学生作为当今社会消费市场的重要群体,在复杂的市场环境及个人消费倾向的影响下,可能会在心理层面、结构布局、消费目的等方面出现一定程度的偏离,即存在消费异化的问题。这种消费异化主要由群体性焦虑、目标性失衡以及认同性危机所驱动,给大学生思想政治教育带来了严峻的挑战。如何解决大学生的消费异化问题,成为思想政治教育工作的重要任务。为了应对这一挑战,思想政治教育工作者需要采取多种策略,包括但不限于深化理论引导之基,丰富实践活动之翼,借力新媒体平台之风,强化家校共育之桥等路径,积极破除大学生消费异化。Currently, China is in a stage of transition towards a consumer society. With the deepening development of reform and opening up, the deepening development of economic globalization, and the influence of unhealthy consumption habits in society, college students, as an important group in today’s consumer market, inevitably deviate to a certain extent in terms of psychological level, structural layout, consumption purpose, etc., driven by capital and desire, that is, there is a problem of consumption alienation. This consumption alienation is mainly driven by group anxiety, goal imbalance, and identity crisis, which poses severe challenges to the ideological and political education of college students. How to solve the problem of consumer alienation among college students has become an important task in ideological and political education work. In order to address this challenge, ideological and political education workers need to adopt various strategies, including but not limited to deepening the foundation of theoretical guidance, enriching the wings of practical activities, leveraging the trend of new media platforms, strengthening the bridge
在现代技术社会,随着电子商务的迅猛发展,消费行为和消费模式经历了深刻的变革。电商经济极大地推动了商品流通和交换,加速了信息消费、数字消费的发展进程,但随之而来的消费异化问题也愈加明显。本文将立足于马克思主义哲学的异化理论视域,对电商经济下的消费异化现象做学理性探究,探讨在电商平台的算法推荐、信息过载、消费主义的推波助澜下消费异化的具体表征,深入分析其内在逻辑与成因,反思消费异化对社会文化和经济结构造成的深远影响,最后提出应对策略,以期为电商经济如何发挥自身优势促进理性消费和经济发展提供理论支持和实践指导。In modern technological society, with the rapid development of e-commerce, consumer behavior and consumption patterns have undergone profound changes. The e-commerce economy has greatly promoted the circulation and exchange of goods, accelerated the development of information consumption and digital consumption, but the resulting consumer alienation problem has also become more and more obvious. Based on the alienation theory of Marxist philosophy, this paper will conduct a rational study on the phenomenon of consumer alienation under the e-commerce economy, explore the specific manifestations of consumer alienation under the algorithm recommendation, information overload, and consumerism of the e-commerce platform, deeply analyze its internal logic and causes, reflect on the profound impact of consumer alienation on social culture and economic structure, and finally propose coping strategies, in order to provide theoretical support and practical guidance for how the e-commerce economy can give full play to its own advantages to promote rational consumption and economic development.
在电商时代的推动下,消费异化现象日益普遍,表现为人们的消费行为逐渐脱离实际需求,转向符号化、盲目化和功利化。本文基于马克思的异化理论,分析消费异化的根源和表现,尤其在电商平台的背景下,探讨消费目的、消费心理和人与自然的异化问题。Driven by the era of e-commerce, the phenomenon of consumption alienation has become increasingly common, which is manifested in the fact that people’s consumption behaviour is gradually detached from the actual needs, and shifted to symbolism, blindness and utilitarianism. Based on Marx’s theory of alienation, this paper analyses the root causes and manifestations of consumption alienation, especially in the context of e-commerce platforms, and explores the alienation of consumption purpose, consumption psychology and man and nature.
