“自由选择”的幻象：萨特存在主义视角下的消费社会异化

The Illusion of “Free Choice”: The Alienation of Consumer Society from the Perspective of Sartre’s Existentialism

摘要: 在消费主义主导的现代社会中，“自由选择”作为消费文化的核心宣传语，实为资本逻辑编织的话语幻象。萨特存在主义视角下，消费社会通过符号体系、技术理性与意识形态三重维度，将个体消费异化为资本增值工具。符号消费构建伪个性化认同，技术算法限定选择边界，消费主义意识形态扭曲自由内涵，共同塑造虚假自由表象。这种异化导致个体自我本质被消费符号取代，自由意志在算法与广告操控下消解，责任意识于外部归因中淡薄。为突破这一困境，需个体建立批判性思维、回归真实自我选择，同时依靠社会构建理性消费文化生态，从而突破消费异化的困境，实现真正的自由与自我价值。

Abstract: In the modern society dominated by consumerism, "free choice", as the core propaganda slogan of consumer culture, is actually a discourse illusion woven by the logic of capital. From the perspective of Sartre’s existentialism, consumer society alienates individual consumption into a tool for capital appreciation through the three dimensions of symbolic system, technical rationality and ideology. Symbolic consumption constructs pseudo-personalized identity, technical algorithms limit the boundaries of choice, and consumerist ideology distorts the connotation of freedom, jointly shaping the appearance of false freedom. This alienation leads to the replacement of individual self-essence with consumption symbols, free will dissolved under the manipulation of algorithms and advertisements, and the sense of responsibility diminished in external attribution. In order to break through this dilemma, individuals need to establish critical thinking, return to true self-choice, and rely on society to build a rational consumption cultural ecology, so as to break through the dilemma of consumption alienation and realize true freedom and self-worth.