消费主义的两张面孔:资本逻辑与自由逻辑

Two Faces of Consumerism: Capital Logic and Free Logic

消费主义是资本主义商品拜物教的特殊形式,其根本目的是让整个社会充斥着消费狂欢,从而最大限度地为资本增值和实现剩余价值服务。资本逻辑和自由逻辑是消费主义的两张面孔。一方面,消费主义以资本逻辑为经济根源,让"个性""自由"的消费活动彻底服从资本逻辑的宰制;另一方面,又以自由逻辑为表象系统,通过心理认同路径为消费者制造形式自由,把休闲时空简化为单纯的消费娱乐,给人们的消费行为烙上"个性自由"的符号,造成资本逻辑统治下"自由消费"的假象。消费主义的勃兴是资本逻辑历史流变的结果。消费主义的自由逻辑不是自定的,是给定的;而消费主义的资本逻辑要通过自由逻辑来实现。

Consumerism is a special form of capitalist commodity fetishism and aims to diffuse the whole soci- ety under consumption, thereby maximizing the value of capital and realize surplus value service. It has two faces, capital logic and free logic. On the one hand, consumerism takes capital logic as its origin of economy and makes individual, free consumption obey capital logic completely; on the other hand, consumerism also employs free logic as its surface, that is, via the path of psychological identification, it creates formal freedom for consumers, simplifies leisure time-and-space to pure consumption entertainment and imprints people＇ s consumption an ＂individualized freedom＂, forming ＂free consumption＂ the deceptive phenomenon under the control of capital logic. The booming consumption means the result of changing capital logics. Free logic of consumerism is not self-defined, but preset; capital logic of consumerism can be realized by free logic.