数字时代注意力经济的运演逻辑与人的形式化存在之痛

The Operational Logic of Attention Economy in the Digital Age and the Pain of Formal Existence of Human Beings

注意力经济是资本主义围绕注意力这一特殊劳动范式而展开的一套全新剥削机制。数字时代信息的爆炸式增长、数字景观的集群构建和时间物体的批量产出合谋共筑,加速对注意力的捕获和收割,是架构注意力经济在场语境的存在性前提。注意力经济以资本联袂数字技术撩拨和刺激个体注意力为起点,将个体的“观看”行为转化为创造剩余价值的生产性劳动,并通过对注意力的数字化管控加固注意力经济运行的权力基础,确保了注意力经济由外环到内里加速循环运转。从本质上说,注意力经济是资本主义在数字时代翻新积累方式、谋求价值增殖最大化的产物,其安身立命的生命基因密码依然是资本对感性“活劳动”(注意力劳动)的绝对支配和无偿占有。注意力经济没有根本改变资本逻辑扩张和剥夺的权力本性,它对个体日常生活的渗透和覆盖,给个体带来了形式化存在的痛楚,使个体生命时间断裂,精神世界出现“焦土化”问题。对此,唯有全面激活马克思政治经济学批判的思想遗产,借以澄明资本裹挟注意力经济的假象,才能对数字时代资本褫夺剩余价值的新型方式和人的生存境况有根本性认识,从而敞显超越资本逻辑、复归人之为人的思想道路。

Attention economy is a new set of exploitation mechanism of capitalism around the special labor paradigm of attention.The explosive growth of information,the cluster construction of digital landscape and the mass output of time objects combine to accelerate the capture and collection of attention,which is the prerequisite of constructing the presence context of attention economy.The attention economy starts from the provocation and stimulation of individual attention by capital and digital technology,transforming individual"watching"behavior into productive labor that creates surplus value,strengthening the power foundation of attention economy operation through digital control of attention,ensuring the accelerated circulation of attention economy from the outer circle to the inner circle.Essentially,the attention economy is the product of capitalism's renovation of accumulation methods in the digital age,seeking to maximize value multiplication.Its life gene code for survival is still the absolute domination and free possession of sensory"living labor"(attention labor)by capital.The attention economy has not fundamentally changed the nature of power of capital logical expansion and deprivation.Its penetration and coverage of individual daily life have brought the pain of formalized existence,resulting in the breakage of individual life time and the problem of"scorchification"in the spiritual world.In this regard,only by fully activating the ideological legacy of Marx's critique of political economy and clarifying the illusion of capital controlling attention economy,can we have a fundamental understanding of the new way in which capital deprives surplus value and human's living situation in the digital age,thereby revealing the ideological path of transcending the capital logic and returning to human nature.