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在消费社会和消费文化的语境下,对消费的理解已经不是传统意义上的消费商品的有用性而满足特定需求。鲍德里亚认为商品在被消费之前必须成为符号,人们消费的是商品的符号价值而非使用价值。需求的社会生成性在于符号价值,消费的目的在于建立差异,而差异又具有社会功能的暗指作用。在这种社会力的驱动下,消费主体丧失了其主观能动性。
In the context of consumer society and consumer culture, the understanding of consumption is no longer the usefulness of consumer goods in the traditional sense of meeting specific needs. Baudrillard believes that goods must be symbols before they are consumed, and people consume the symbolic value rather than the use value of goods. The social generation of demand lies in the value of symbols. The purpose of consumption is to establish differences, and the differences have the allusion of social function. Driven by this kind of social force, the consumer loses its subjective initiative.