居伊·德波的商品景观幻象理论及其现实启示

Guy Debord’s Theory of Commodity Spectacle Illusion and Its Practical Implications

摘要: 本文梳理了德波商品景观幻象理论的生成背景与理论内核，剖析景观符号塑造消费欲望的运行逻辑，辩证看待其理论局限。结合我国直播电商、算法推荐等数字消费场景，完成理论本土化适配调整，兼顾景观规训与消费者自主抵抗双重维度，依托该理论反思当下消费异化问题，从个体、社会、监管层面提出协同引导路径，为构建理性可持续消费社会提供理论参考。

Abstract: This paper examines the generative background and theoretical connotations of Debord’s theory of the illusion of the commodity spectacle, analyzes the operational logic through which spectacle symbols shape consumer desires, and dialectically examines the limitations of the theory. By incorporating contemporary digital consumption contexts in China, such as livestream ecommerce and algorithmic recommendation systems, this paper makes localized adaptations of the theory, taking into account both the disciplinary effects of the spectacle and consumers’ autonomous resistance. Based on this theoretical perspective, the study reflects on the issue of contemporary consumption alienation and proposes coordinated guidance approaches from the perspectives of individuals, society, and regulation, providing theoretical references for the construction of a rational and sustainable consumer society.