个性化OR社会认同:符号消费行为悖论的反思

Personalized OR Social Identity:Reflections on the Paradox of Symbolic Consumption Behavior

在后工业消费社会里,人们消费偏好使得商品产生了追求“个性化”的符号,并成为现代消费社会的鲜明标志,但人同时也是追求认同感的生物群体,我们往往难以将人们所进行的符号消费与其在意识层面期盼得到的社会认同分隔开来,因此追求个性化与寻求社会认同之间就产生了行为悖论。基于压抑的无意识,编织了符号消费的意义之网,操纵着人追求个性化的符号消费。

In a post-industrial consumer society,people's consumer preferences have created symbols for the pursuit of"individualization"of commodities,and have become a distinctive symbol of the modern consumer society.However,people are also biological groups pursuing a sense of identity.The symbolic consumption is separated from the social identity that is expected at the conscious level,so there is a behavioral paradox between the pursuit of individualization and the search for social identity.Based on the repressive unconsciousness,the web of meaning of symbol consumption is woven,manipulating people to pursue personalized symbol consumption.