基于马尔库塞消费异化理论的消费异化对策分析
Analysis of Consumption Alienation Countermeasures Based on Marcuse’s Consumption Alienation Theory

马克思在其著作《1844年经济学哲学手稿》中提出了异化劳动理论，并对当时社会的生产活动进行深刻分析，揭示了异化劳动的四重规定。经过社会生产力的不断发展，人类科学技术飞速进步，马尔库塞认为科学技术的飞速发展使人产生新的异化，即消费异化。他认为在发达的工业社会中，消费异化主要表现为功能异化、主体异化和文化异化。消费异化这一现象确实存在，但马尔库塞对科学技术的态度过于片面，忽视了造成消费异化的根本原因，因此他的消费异化理论存在一定的局限性。在经济全球化的今天，我国消费市场中不可避免地存在消费异化现象，为保证我国消费者的健康消费，必须发挥政府的引导作用，倡导绿色消费，同时要鼓励中国的消费者们树立科学的消费观念。
Marx put forward the theory of alienated labor in his work “Philosophical Manuscripts of Economics of 1844” and made a profound analysis of the production activities of the society at that time, revealing the four-fold stipulation of alienated labor. After the continuous development of social productive forces and the rapid progress of human science and technology, Marcuse believed that the rapid development of science and technology has led to a new alienation of human beings, i.e., the alienation of consumption. He believes that in the developed industrial society, consumption alienation is mainly manifested in functional alienation, subject alienation and cultural alienation. The phenomenon of consumption alienation does exist, but Marcuse’s attitude towards science and technology is too one-sided, ignoring the fundamental cause of consumption alienation, so his theory of consumption alienation has certain limitations. In today’s economic globalization, the phenomenon of consumption alienation inevitably exists in China’s consumer market. In order to ensure the healthy consumption of Chinese consumers, the government must play a guiding role, advocate green consumption, and at the same time encourage Chinese consumers to set up a scientific concept of consumption.