马克思资本逻辑批判理论视域下“饭圈”消费乱象的批判

A critique of the chaos of consumption in the "rice circle" under the perspective of Marx's critical theory of capital logic

随着“饭圈”文化的兴起,“饭圈”消费乱象丛生。以资本增殖为价值导向的资本的消费逻辑对“饭圈”的宰制是其消费乱象产生的内生动因,资本的欲望逻辑取代粉丝消费的需求逻辑。资本对“饭圈”消费逻辑的控制主要以显隐两条逻辑主线展开,一是通过非强制的诱导消费、非理性的娱乐消费以及无限度的消费欲望鼓吹引导粉丝虚假消费,从而实现显性控制;二是以消费的符号崇拜和泛化的商品意识削弱人的主体性,从而在“饭圈”消费意识形态层面实施隐性控制。“饭圈”消费乱象亟待破除,必须正确认识并克服资本对“饭圈”消费逻辑的宰制,打破消费的符号崇拜,鼓励“饭圈”个性的发展,促进“饭圈”消费的良性循环。

With the rise of the"rice circle"culture,the"rice circle"consumption chaos.The consumption logic of capital oriented by capital multiplication is the domination of the"rice circle"by the consumption logic of capital multiplication,and the logic of capital's desire replaces the logic of demand of fan consumption.Capital's control over the consumption logic of the"rice circle"is mainly carried out by two main logical lines,one is to guide fans to false consumption through non-compulsory induced consumption,irrational entertainment consumption and unlimited consumption desire,so as to achieve explicit control;The second is to weaken human subjectivity with the symbol worship of consumption and the generalized commodity consciousness,so as to implement implicit control at the level of"rice circle"consumption ideology.The chaos of"rice circle"consumption urgently needs to be broken,and it is necessary to correctly understand and overcome the domination of capital on the consumption logic of"rice circle",break the symbol worship of consumption,encourage the development of the personality of"rice circle",and promote the virtuous circle of"rice circle"consumption.