消费者主体的历史挖掘与重塑

Historical Excavation and Reconstruction of Consumer’s Subjectivity

基于福柯的权力/知识观,超越学科、全方位大跨度考察历史上的消费者主体和查看今天的消费者主体。研究发现,随着历史上营销范式的转变,在权力和知识的作用下,消费者主体不断流失。功能主义范式下的消费者主体性保持相对完整;营销管理范式下的消费者主体性开始沦陷;交易范式下的消费者主体普遍开展自我注视和自我调整;网络共创范式下的消费者主体进一步加强自我监视和自我管理,消费者生活在异质空间里。研究还表明,现实中的消费者正遭遇四大营销范式并存所引起的主体性困境,进而提出重塑消费者主体的可行性措施。

Based on Foucault’s outlook of power/knowledge,the study goes beyond professional subjects and does the all-inclusive and large time span archaeology of consumer’s subjectivity in one century, and examines the current consumer’s subjectivity. The results show that the consumer’s subjectivity suffers from continuous loss along with the historical marketing paradigm shift because of the influence of power and knowledge. The consumer’s subjectivity is relatively integrated under the functionalist paradigm;the consumer’s subjectivity starts to lose under the marketing management paradigm;the consumer’s subjectivity exists widely with the self-gaze and self-adjustment;the consumer’s subjectivity enhances further the self-gaze and the self-management under the network co-creation paradigm, the consumer lives in a heterogeneous room. The results also suggest that consumers are suffering from the subjectivity’s dilemma because of the co-existence of four marketing paradigms in the reality, and then provide a feasible framework for reconstructing the consumer’s subjectivity according to the two self-technologies including parrhesia and authoring as well as inter-subjectivity thought.