网络消费文化视角下主流意识形态价值认同建构研究

Research on the construction of mainstream ideological value identification from the perspective of online consumer culture

网络消费文化带有市场盲目性,其内容制作主体素质参差不齐、产品服务功能错位和客体需求多样化对主流意识形态价值认同建构造成阻碍,并冲击了主流意识形态价值认同在文化、情感和利益方面的共识。其具体表现症候为:网络主体非理性表达、产品服务身份偏好以及客体“需求”与“需要”的意识博奔分别对主流意识形态价值认同在话语权力、载体体系和引领效能方面提出挑战。对此,应依托网络优秀文化作品、高质量网络产品服务和正确网络消费需求导向,以规正主流意识形态价值认同建构路径。

The online consumer culture has market blindness,with uneven quality of content producers,misplaced product and service functions and diverse object needs,which hinder the construction of mainstream ideological value identity and impact the consensus of mainstream ideological value identity in terms of culture,emotion and interests.The specific symptoms are:irrational expression of network subjects,preference for product and service identity and the conscious game of"needs"and"needs"of objects,which pose challenges to the mainstream ideological value identification in terms of discourse power,carrier system and leading effectiveness.In this regard,we should rely on excellent cultural works on the internet,high-quality online product services and a correct orientation towards online consumer demand,in order to regulate the construction path of mainstream ideological value identity.