马克思主义异化理论视域下电子商务平台与消费文化的反思

Rethinking E-Commerce Platforms and Consumer Culture in the Perspective of Marxist Alienation Theory

本文基于马克思主义异化理论,对电子商务平台与消费文化的异化现象进行了深入反思。首先,概述了马克思主义异化理论的基本内容,并探讨了当代消费文化的特点与表现,以及二者之间的联系。接着,详细分析了电子商务平台下的消费异化现象。然后,从经济、技术、文化和心理四个方面探讨了异化现象的原因。文章进一步分析了这一异化对个人以及社会的影响与后果。最后,提出了加强政策监管、引导消费文化、倡导绿色消费等应对策略,旨在缓解电子商务平台与消费文化异化带来的问题,促进消费文化的健康发展。Based on the Marxist theory of alienation, this paper provides an in-depth reflection on the alienation phenomenon of e-commerce platforms and consumer culture. Firstly, it outlines the basic content of the Marxist alienation theory, and discusses the characteristics and manifestations of contemporary consumer culture, as well as the connection between the two. Then, the phenomenon of consumer alienation under the e-commerce platform is analysed in detail. Then, the causes of the alienation phenomenon are explored from four aspects: economic, technological, cultural and psychological. The article further analyses the impact and consequences of this alienation on individuals as well as society. Finally, coping strategies such as strengthening policy regulation, guiding consumer culture and advocating green consumption are proposed, aiming to alleviate the problems brought about by the e-commerce platform and the alienation of consumer culture, and to promote the healthy development of consumer culture.