马克思异化理论视域下当代青年符号消费异化探析

An Analysis of the Alienation of Contemporary Youth’s Symbolic Consumption from the Perspective of Marx’s Alienation Theory

摘要: 当代青年消费活动日益呈现符号化、媒介化和身份化特征。以马克思异化理论为基本视角，可以看到符号消费异化并非单纯的个人心理问题，而是商品拜物教、平台景观、同辈比较和资本增殖逻辑共同作用的结果。文章首先梳理国内相关研究现状，再从平台化消费的新变化及其理论解释难题入手，并以小红书“种草–消费–展示”链条为具体观察中心，从消费对象、消费过程、类本质和社会关系四个维度分析青年符号消费异化的结构，进而讨论其社会生成机制及可落地的价值重建。

Abstract: Contemporary youth consumption activities are increasingly characterized by symbolization, mediatization and identification. From the perspective of Marx’s alienation theory, the alienation of symbolic consumption is not merely an individual psychological problem. It results from the combined effect of commodity fetishism, platform spectacle, peer comparison and the logic of capital appreciation. This paper first sorts out the domestic research status, starting from the new changes of platform-based consumption and its theoretical interpretation difficulties. Taking the “grass-planting - consumption - display” chain on Xiaohongshu as the object of observation, it analyzes the structure of youth symbolic consumption alienation from four dimensions: consumption object, consumption process, species-being and social relations, and further discusses its social formation mechanism and feasible path for value reconstruction.