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讨论任何现代消费问题,我们都绕不开“消费意识形态”这个理论概念。但人们在高频率使用它时,又似乎都默认了波德里亚《消费社会》一书所给出的解释。波德里亚对吗?“消费意识形态”就是“拜物”吗?几乎未见质疑。需要肯定的是:消费意识形态并不是简单的“拜物”现象,它是社会消费等级制度的观念文化表现。同时,它也是人类进入商品生产和交换活动后,必然要发生的现象。所以说,消费意识形态决不是现代消费社会的“独有”情况。其与历史表现的最大不同在于:通过现代消费生活,现代消费意识形态得到了“超历史”的强化。
Discussing any modern consumption problem, we can not bypass the theoretical concept of “consumption ideology.” However, when people use it at high frequencies, it seems that they all acquiesce in the explanation given by Baudrillard’s “Consuming Society.” Is Baudrillard right? “Consumer ideology ” is “fetish ” Almost no doubt. What needs to be affirmed is that consumption ideology is not a simple phenomenon of “fetishism”. It is a conceptual cultural manifestation of the social consumption hierarchy. At the same time, it is also an inevitable phenomenon that occurs after mankind enters the production and exchange of commodities. Therefore, the ideology of consumption is by no means the “exclusive” situation of modern consumer society. Its biggest difference from the historical manifestations is that the modern consumption ideology has been strengthened by “super-history” through modern consumer life.