马克思需要理论对当代需要异化困境的启示
The Enlightenment of Marx’s Needs Theory to the Dilemma of Contemporary Needs Alienation

人的需要问题是一个自人类诞生那一刻起就随之存在的话题。马克思对于人的需要的研究是对古往今来哲学家思考与研究的集大成之作，这是他发现唯物史观的一个重要切入点，也构成了马克思主义人学研究的重要篇章，至今仍具有很强的现实指导意义。如今随着直播带货等数字经济的迅速发展，在盈千累万的商品类目和品牌面前，人们不慎便陷入资本家制造的需要困境中。数字资本凭借丰盈的物质成果，制造“虚假”需要、“占有”需要和“符号”需要引导数字消费者陷入虚假满足、病态拥有和身份追求等困境。本文将运用马克思需要理论，尝试分析需要困境背后的根源，并从中获取一些走出困境的启示。
The question of human needs is a topic that has existed since the moment of human birth. Marx’s research on human needs is the culmination of philosophers’ thinking and research throughout the ages, an important entry point for his discovery of historical materialism, and an important chapter in the study of Marxist anthropology. This theory still has a strong practical significance. Nowadays, with the rapid development of digital economy, people are caught in the dilemma of capitalists’ manufacturing needs in the face of numerous commodity categories and brands. With abundant material achievements, digital capital creates “false” needs, “possession” needs and “symbol” needs to guide digital consumers into such dilemmas as false satisfaction, pathological ownership and identity pursuit. This article will use Marx’s need theory to try to analyze the root cause behind the need dilemma, and obtain some enlightenment for getting out of the predicament.