当代西方消费主义文化意识形态解码

Decoding the cultural ideology in the western consumerism

当代西方消费主义已经发展为强化推广资本主义生活理念方式、思想价值观念、政治经济制度的文化意识形态。在消费主义文化意识形态的宰制下,商品客观功能与符号能指二重化、消费者身份跃迁与身份焦虑二重化、消费形式自主与结构匮乏二重化,人迷失于追逐“虚假需要”、陶醉于身份跃迁幻觉、沉迷于社会自由平等假象。形塑观看之道颠倒商品景观中的主客体,制造美感控制下的身心二元论突出身体叙事,借助数据赋能将消费活动抽象为数字化生存,是消费主义文化意识形态的运行机理。消费主义文化意识形态突出了文化转向特征,但文化只是表征结构,思想控制转向、实践方式转向及叙事主题转向都离不开资本驱动和政治权力操控,本质仍是服务于资产阶级政治经济利益的工具。深刻认识消费主义文化意识形态的本真面目,有利于我们增强应对西方意识形态侵袭的能力,提升社会主义意识形态之于文化建设的凝聚力和引领力。

Western consumerism has evolved into a cultural ideology which aims to strengthen and promote capitalist lifestyle,ideological values,and political-economic systems.Under its domination,there is a dualization of objective functionality and symbolic signification of commodities,a dualization of consumer’s illusion of upward mobility and identity anxiety,and a dualization of autonomous consumption forms and structural scarcity.As a result,people become lost in the pursuit of“false needs”,enthralled by illusions of upper mobility,and engrossed in the facade of social freedom and equality.Consumerist cultural ideology highlights the features of a cultural turn on the surface.However,the turn in terms of ideological control,modes of practice,and narrative themes are all driven by capital and manipulated by political power.Its essence remains a tool in service of the political-economic interests of the bourgeoisie.We need to see through the consumerism ideology so that we can repel its invasion,thereby bolstering the cohesiveness and guiding role of socialist ideology in cultural construction.