数字消费异化:本质、影响及应对

Digital Consumption Alienation:Essence,Impacts,and Responses

目前,数字技术与资本的耦合催生了数字消费,它打破了消费的时空限制、革新了人们的消费理念、提升了商品交易的透明度,但也带来了数字消费的异化问题。数字消费异化缩小了传统消费异化的限制,加深了人机捆绑关系,还使炫耀消费、冲动消费现象更为明显。据此,可以将数字消费异化界定为在数字资本逻辑下,商品消费通过数字技术的手段支配人与社会的现象,是传统消费异化的升级,因为它在传统消费异化基础上还具有科技的阶级性问题。在个人层面,数字消费异化重塑了个体的消费知觉与感觉,使消费行为数据化、档案化,进一步剥夺了消费者的主权;在社会层面,它更为隐秘地遮蔽了社会阶层之间的冲突与矛盾,通过产业融合改变了社会分工体系与支配关系,同时在更深层次加深了抽象统治的地位。破解数字消费异化问题不仅需要进行人本层面的哲学反思,还需要为驾驭资本问题提供策略选择,以建立理性的数字消费观。

Nowadays,the coupling of digital technology and capital has given birth to digital consumption,which has broken the time and space limitation of consumption,revolutionized people's consumption concept,and enhanced the transparency of commodity transactions,but also brought about the problem of alienation of digital consumption.Digital consumption alienation has narrowed the limits of traditional consumption alienation,deepened the human-computer bundle,and made the phenomenon of conspicuous consumption and impulse consumption more obvious.Accordingly,digital consumption alienation can be defined as the domination of commodity consumption over people and society by means of digital technology under the logic of digital capital,which is an upgrade of traditional consumption alienation,because it also has the problem of technological class based on traditional consumption alienation.At the individual level,digital consumer alienation has reshaped individual perceptions and senses of consumption,made consumption behavior data and archival,and further deprived consumers of their sovereignty.At the social level,it has more covertly obscured conflicts and contradictions between social classes,changed the system of social division of labor and domination through industrial integration,and deepened the status of abstract domination at a deeper level.The solution to the alienation of digital consumption requires not only a philosophical reflection at the human level,but also a strategic choice to manage the problem of capital in order to establish a rational view of digital consumption.