祛魅一个赋魅了的产消合一世界——乔治·瑞泽尔产消合一资本主义批判思想之检视

Disenchantment of an Enchanted Prosumption World:A Review of George Ritzer􀆳s Critical Thought of Prosumption Capitalism

产消合一资本主义是当代资本主义数字化存在的样态之一,它以情感诱导、平台规训和数据监视为抓手构建控制模式;通过隐匿剥削意图、打破剥削时空界限和扩大剥削范围实现剥削最大化;推动个体堕入更深层次的“麦当劳化”,使整个社会陷入无序状态。瑞泽尔试图通过祛除“麦当劳化”的束缚和建设合作共享型数字平台,探索一条以认知和实践为核心的超越路径,但受主客观条件的制约,其对产消合一资本主义的批判与超越具有不彻底性。只有坚持马克思主义唯物史观和政治经济学批判的立场与方法,才能正确认识产消合一资本主义的运行机理,为寻求有效的社会反抗路径提供现实可能性。

Prosumption capitalism is one of the patterns of the digital existence of contemporary capitalism,which constructs a control mode with emotional guidance,platform discipline and data monitoring as the starting points;Maximize exploitation by hiding the intention of exploitation,breaking the time-space boundary of exploitation and expanding the scope of exploitation;Promote individuals to fall into a deeper level of“McDonaldization”,and make the whole society fall into a state of disorder.Ritzer tried to explore a transcendence path with cognition and practice as the core by removing the shackles of“McDonaldization”and building a cooperative and shared digital platform.However,restricted by subjective and objective conditions,his criticism and transcendence of prosumption capitalism was incomplete.Only by adhering to the standpoint and method of Marxist historical materialism and political and economic criticism can we correctly understand the operating mechanism of prosumption capitalism and provide practical possibilities for seeking an effective path of social resistance.