制造“单向度的人”:对消费社会中直播带货模式的文化分析

Making"One-Dimensional People":Cold Thinking on the Live Commerce in the Consumer Society

消费社会以“你消费什么你就是什么”的话术暗示,鼓励消费者用商品的符号来建构身份、表达自我。作为与消费主义密切相关的当代“文化工业”产品,直播带货模式一方面在推进经济创新、电商助农等方面取得了有益成效,另一方面也在让商品消费从手段过渡为目的,从自由选择变为“他律”。直播带货中的商品景观与营销话术,成功制造了消费者的“虚假需求”,让直播间里的消费者处于一个永不停歇的符号生产与消费体系之中,其主体性在否定、批判与超越三个维度上塌缩,沦为马尔库塞所说的“单向度的人”。基于消费主义、虚假需求、商品符号这三个文化批判视角,阐释直播带货取得商业成功与影响思维向度的两重逻辑,将有助于困在“单向度”中的人寻找到新生之路。

Consumer society,with its rhetoric of"you are what you consume",encourages consumers to use symbols of goods to construct their identity and express themselves.On one hand,as a contemporary"cultural industry"product closely related to consumerism,the live commerce is beneficial to promote economic innovation and agricultural e-commerce.On the other hand,it has also transitioned consumption from means to ends,from free choice to"heteronomy".The landscape of goods and marketing rhetoric in live commerce have successfully created consumers'"false demands",putting them in an endless symbolic production and consumption system.Their subjectivity has collapsed in three dimensions of negation,criticism,and transcendence,.And they are reduced to the"one-dimensional people"described by Marcuse.Based on the cultural critical perspectives of consumerism,false demand,and product symbols,this article explains the dual logic of commercial success through live commerce and its influence on the direction of thinking.It will help those trapped in the"one-way dimension"to find a way to a new life.