马尔库塞的消费异化理论及其现实启示

Marcuse’s Theory of Consumption Alienation and Its Practical Implications

摘要: 马尔库塞在马克思劳动异化理论的基础上，深刻揭示了发达资本主义社会的消费异化现象。其理论指出，技术与资本通过批量制造“虚假需求”操控大众消费行为，使人在满足欲望的同时丧失批判性与超越性，彻底异化为“单向度的人”。尽管他以“艺术革命”扬弃异化的设想带有脱离唯物史观的乌托邦局限，但其对现代消费社会的剖析仍具极高价值。面对当今消费主义思潮，该理论启示当代人们须明辨虚假需求，树立科学理性的消费观念；优化绿色消费结构，减少资源浪费；同时强化社会人文关怀，不断丰富大众的精神世界，进而促进人的全面发展与经济社会的健康持续运行。

Abstract: Building on Marx’s theory of labor alienation, Marcuse profoundly revealed the phenomenon of consumption alienation in advanced capitalist society. His theory argues that technology and capital manipulate mass consumption behavior by mass-producing “false needs,” causing individuals to lose their critical and transcendent capacities while satisfying their desires, and thus to be thoroughly alienated into “one-dimensional man.” Although his vision of transcending alienation through an “aesthetic revolution” has utopian limitations insofar as it departs from historical materialism, his analysis of modern consumer society remains highly valuable. In the face of contemporary consumerism, this theory suggests that people today should clearly distinguish false needs and cultivate scientific and rational consumption concepts; optimize the structure of green consumption and reduce resource waste; and strengthen social humanistic care to continuously enrich the public’s spiritual world, thereby promoting the all-round development of human beings and the healthy and sustainable operation of the economy and society.