马克思主义人学视域下内容电商中消费异化问题研究

Research on the Problem of Consumption Alienation in Content E-Commerce from the Perspective of Marxist Anthropology

摘要: 随着内容电商平台的蓬勃发展，人们消费行为日益呈现出符号化、被动化、非理性的异化新趋势，其核心已从满足实际需求，转向对身份符号与情感体验的追逐。以马克思主义人学视角切入，深刻揭示了内容电商中消费目的、过程与结果三个维度异化的表现，剖析了这一现象背后的资本逻辑、技术逻辑和文化逻辑。同时也试图从制度、文化、主体三个层面提出行之有效的策略，以期在消费幻象中为重拾人的主体性价值寻求理论出路。

Abstract: With the vigorous development of content-based e-commerce platforms, people’s consumption behaviors are increasingly showing new trends of alienation such as symbolization, passivity and irrationality. The core has shifted from meeting actual needs to the pursuit of identity symbols and emotional experiences. From the perspective of Marxist anthropology, this paper deeply reveals the manifestations of alienation in the three dimensions of consumption purpose, process and result in content-based e-commerce, and analyzes the capital logic, technological logic and cultural logic behind this phenomenon. At the same time, it attempts to propose effective strategies from the three levels of system, culture and subject, in order to seek theoretical solutions for regaining the value of human subjectivity in the consumption illusion.