文化权力视域下“精致穷”消费现象的解析和治理

Analysis and Governance of“Exquisite Poverty”Consumption Phenomenon from the Perspective of Cultural Power

“精致穷”是在年轻人群体中普遍存在的一种生活方式,虽然他们缺少稳定的收入来源,但并没有因此放弃精致,反而乐在其中。这种非理性的“伪精致”现象的出现,本质上是文化权力在引导和操控消费者,其通过一整套的商业文化操作流程,借助商品的符号化象征意义、加上广告和大众传媒的运作方式,潜移默化地影响着消费者对文化权力的无意识认同,最终通过资本的加持,成功地主宰着人们的消费。只有从主观上唤醒消费者的自觉意识,辩证地看待符号化消费,建立起正确的文化价值观,才能破解“精致穷”的消费困境。

“Exquisite poverty”is a common way of life among young people.Although they lack a stable source of income,they do not give up the delicacy,but enjoy it.The emergence of this irrational“pseudo-delicacy”phenomenon is essentially the guidance and control of consumers by cultural power.Through a whole set of commercial and cultural operation process,with the symbolic significance of goods advertising and mass media operation,it has a subtly influence on consumers unconscious recognition of cultural power.And finally in support of capital,the consumers may successfully dominate people s consumption.Only by subjectively awakening the conscious consciousness of consumers,dialectically viewing the symbolic consumption,and establishing the correct cultural values,can we solve the consumption dilemma of“exquisite poverty”.