广告、媒介:符号拜物教的外在动因

Advertisement,Medium:the External Motive of Symbolic Fetishism

消费社会使物的符号编码成为必然,能否使大众接受符号编码是编码成功与否的关键一环。广告、媒介的单向度、超负荷信息传播造就了无意识的沉默大众,正是这种无意识、沉默和麻木使大众被动接受了物的符号编码。大众一旦接受了物的符号编码,物的系统就变成了一个胁迫大众消费的符号系统、社会压力系统。在这种系统中,人们成为被符号牵引的消费的奴隶,为消费而消费,社会成了一个符号异化的社会。

The consumer society makes the coding of objects necessary. That coding of objects is accepted by the masses is the determinative section in the coding process. The one-dimensional and overloaded information spread, which makes the masses unconsciously and silentlyaccept the coding of objects. The system of objects turns into the systems of symbol and social pressure once the masses accept the coding. And in the system, the masses are controlled by symbols. This is a symbol-dissimilatied society