元宇宙电商消费服务冲击下的“人的主体性”重塑探究

Exploring the Reinvention of “Human Subjectivity” under the Impact of Metaverse E-Commerce Consumer Services

摘要: 现今元宇宙话题虽然在迅速冷淡，但元宇宙本身却在随着ChatGPT的出现而逐渐走向现实。随着元宇宙时代的到来，必然会为电商模式带来新一轮的变革，同时也必将造成人们的狂热与痴迷，使人沉溺其中。因此，文章旨在以元宇宙的引力根源为切入点，剖析元宇宙的魅力之迷，为避免人们沉溺虚拟世界做一个尝试性的探究。最后得出，以全身沉浸、感官享受、社交娱乐等消费电商层面为主的元宇宙电商模式，有着人们最原始的精神依托，它所提供的消费服务顺应人们的原始需求，且因元宇宙的特性，让其具有部分“真”效力。但其最终有可能会化为一抹幻影，因其足以引人狂热的特性，让人沉迷虚拟。然后对人们进行囚徒式的捆绑，挟持人的主体性。这种情况下人要实现自我救赎，必然得经历一个主体性转向，这个转向的过程就是人的主体性重塑、自由回归的过程，从而合理把握元宇宙电商模式给人带来的便利。

Abstract: Although the topic of metaverse is rapidly cooling down nowadays, the metaverse itself is gradually coming into reality with the emergence of ChatGPT. With the arrival of the era of metaverse, it is bound to bring a new round of changes to the e-commerce model, and at the same time, it is bound to cause people’s frenzy and obsession to indulge in it. Therefore, the article aims to take the gravitational root of the metaverse as the entry point, analyze the fascination of the metaverse, and make an attempt to explore to avoid people from indulging in the virtual world. Finally, it is concluded that the metaverse e-commerce model, which focuses on the consumer e-commerce level of whole-body immersion, sensory enjoyment, social entertainment, etc., has the most primitive spiritual support of people, and the consumer services it provides are in line with people’s primitive needs, and due to the characteristics of the metaverse, it has part of the “real” effect. However, it may eventually turn into a phantom, and because of its frenzy-inducing characteristics, it will make people addicted to the virtual world. Then it will bind people in a captive style, holding their subjectivity hostage. In order to realize self-redemption in this situation, people must inevitably have to go through a subjectivity turn, and the process of this turn is the process of remodeling of human subjectivity and the return of freedom, so as to reasonably grasp the convenience that the metaverse e-commerce model brings to people.