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| 文章编号：1672-3104(2024)04-0158-08 |
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数字化时代下的新消费主义批判：存在形态、生成机制及应对策略 |
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李国健 |
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（中南大学马克思主义学院，湖南长沙，410083） |
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| 摘 要： 数字化时代下的新消费主义是消费主义思潮与数字信息技术深度融合，并向数字信息领域蔓延和扩张的意识形态产物。数字化的内容消费和消费形式的数字化是其主要的两种存在形态，其生成机制主要包括资本循环机制、媒介传播机制、心理操控机制等。对新消费主义的危害性的考查，也应相应地在这些生成机制中展开。面对新消费主义，需要采取系列措施进行应对：在认知层面解构消费异化，批判和超越新消费主义；在价值观层面强化社会主义主流价值观的引领，凝聚社会共识；在现实层面发挥中国特色社会主义文化的导向作用，有序规范数字文化。只有形成应对新消费主义的有效合力，才能使数字信息技术和数字经济的发展符合社会发展规律，更好助力新时代人们美好生活的实现。 |
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| 关键词： 数字化时代；新消费主义；消费文化；数字资本逻辑 |
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Critique of new consumerism in the digital era: Existence forms, generation mechanisms, and response strategies |
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LI Guojian |
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（School of Marxism, Central South University, Changsha 410083, China） |
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| Abstract: The new consumerism in the digital era is an ideological product of the deep integration of consumerism and digital information technology as well as its spread and expansion into the field of digital information. The consumption of digitalized contents and the digitalization of consumption forms are the two main forms of existence, and their generation mechanisms mainly include capital circulation mechanism, media dissemination mechanism, psychological manipulation mechanism, and so on. Investigation into the harm of new consumerism should also be carried out accordingly in these generative mechanisms. In the face of new consumerism, a series of measures need to be taken to tackle it: at the cognitive level, deconstructing consumer alienation, criticizing and surpassing new consumerism; at the value level, strengthening the guidance of socialist mainstream values and consolidating social consensus; at the practical level, playing the guiding role of socialist culture with Chinese characteristics, and orderly regulating digital culture. Only by forming an effective joint force to address new consumerism, can the development of digital information technology and digital economy conform to the laws of social development and better assist people in achieving a better life in the new era. |
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Key words: the digital age; new consumerism; consumer culture; digital capital logic |
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