反抗符号:山寨消费与消费政治

The Consumption of Counterfeit Products and the Politics of Consumption

现有的社会理论多在生产社会的基础上形成,对消费社会的不平等与抗争行为难以提供有效的解释。基于中国迈向消费社会过程中的山寨现象,从全球消费社会的结构性背景以及消费政治与生活政治的阶级斗争逻辑出发,分析了底层消费者反抗魅力意识形态和争取文化领导权的实践,对新马克思主义从物质不平等到符号不平等的理论演化进行了进一步讨论,提出反抗符号霸权是山寨消费的核心。新的社会不平等需要从消费政治角度出发理解,底层消费群体的山寨消费是全球化消费结构转变过程中符号神化与去魅过程的深刻体现。

Most of the current social theories concern issues in the production area and seldom address issues such as the inequality in consumer society and the struggle against it. Based on the production and consumption of counterfeit products in the process of China’s transfer to the consumer society and with reference to the structural background of the global consumer society and the logic of the politics of consumption and the class struggle in political life, this paper discusses about the ideology and practice of the grass-root consumers in fighting for the cultural leadership and resisting tabloidization; it reexamines neo-Marxist theory on how material inequality evolves into symbolic inequality;it contends that fighting against symbolic hegemony should be the core of the consumption of counterfeit products, and new social inequality should be understood from the perspective of the politics of consumption; it also suggests that the grass-root consumers’ consumption of counterfeit products is both the deification and deglamorization of symbols.