资本批判视域下当代社会消费主义的异化逻辑及其消解路径

The Alienation Logic and Dissolution Path of Contemporary Consumerism from the Perspective of Capital Criticism

摘要: 马克思在《资本论》第一卷中提出的商品拜物教理论，深刻揭示了资本主义社会中商品关系的物化本质与现实幻象。本文以商品拜物教理论为核心分析工具，梳理其理论内涵与逻辑脉络，结合当代消费社会的典型现象，剖析消费主义陷阱的表现形式、运行机制与异化本质，论证消费主义陷阱是商品拜物教在当代社会的延伸与升级。研究发现，当代消费主义通过符号化消费、焦虑式营销、透支性消费等手段，将商品的使用价值与价值彻底割裂，使消费者陷入“消费即价值”的认知误区，沦为资本增殖的工具。最后，本文基于马克思主义批判视角，探讨消解消费主义陷阱的现实路径，为当代人摆脱消费异化、实现人的自由全面发展提供理论参考。

Abstract: Marx’s theory of commodity fetishism, proposed in Volume 1 of Capital, profoundly reveals the materialized nature and realistic illusion of commodity relations in capitalist society. This article takes the theory of commodity fetishism as the core analytical tool, sorts out its theoretical connotation and logical context, and combines typical phenomena of contemporary consumer society to analyze the manifestations, operating mechanisms, and the essence of alienation in consumerism traps. It argues that consumerism traps are an extension and upgrade of commodity fetishism in contemporary society. Research has found that contemporary consumerism, through symbolic consumption, anxious marketing, and overdrawn consumption, completely separates the use value and value of goods, leading consumers into the cognitive misconception that “consumption is value” and becoming tools for capital growth. Finally, based on the critical perspective of Marxism, this article explores the practical path to dispel the trap of consumerism, providing theoretical reference for contemporary people to break free from consumption alienation and achieve comprehensive human development.