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

Reflections on E-Commerce Platforms and Consumer Culture from the Perspective of Marxist Alienation Theory

摘要: 随着数字技术的飞速发展，电子商务平台已深度融入社会生活，重塑了当代消费文化的形态与逻辑。本文以马克思主义异化理论为核心分析工具，结合西方马克思主义者对异化理论的发展，系统探讨电子商务平台语境下消费文化的异化表现、生成机制，并提出批判性反思与实践对策。研究发现，电商平台通过技术赋能、资本驱动与文化渗透，导致消费需求被符号绑架、消费行为沦为算法附庸、消费关系异化为商品联结、消费主体陷入自我迷失，形成了为消费而消费的异化困境。破解这一困境，需以马克思主义“人的全面发展”为目标，从个体理性觉醒、平台伦理重构与社会文化引导三个层面，构建符合人本价值的消费文化生态。

Abstract: With the rapid development of digital technology, e-commerce platforms have deeply integrated into social life, reshaping the form and logic of contemporary consumer culture. This article uses the Marxist theory of alienation as the core analytical tool, combined with the development of alienation theory by Western Marxists, to systematically explore the manifestations and generative mechanisms of alienation in consumer culture in the context of e-commerce platforms, as well as to propose critical reflections and practical countermeasures. The study finds that e-commerce platforms, through technological empowerment, capital-driven forces, and cultural infiltration, lead to the hijacking of consumer demand by symbols, the reduction of consumer behavior to an algorithmic appendage, the alienation of consumer relationships into commodity connections, and the self-loss of consumers, creating a dilemma of alienation where consumption is consumed for the sake of consumption. To resolve this dilemma, it is essential to aim for “comprehensive human development” as advocated by Marxism, and to construct a consumer cultural ecology that aligns with human values from three levels: individual rational awakening, platform ethical reconstruction, and social cultural guidance.