数字化消费主义现象及其生成逻辑
The Phenomenon of Digital Consumerism and Its Generation Logic

工业资本时期，马克思对人的异化分析揭示资本主义的剥削本质。进入数字资本主义时代，以私有制为基础的“资本逻辑”与“数字逻辑”相互交织、渗透，在日常消费领域肆意榨取超额利润，产生一系列新型异化现象。整个社会在资本引导下呈现过度、畸形、无序的片面性的消费现象，这种消费并非消费者真正需要的，而是在数字资本、平台资本、金融资本、产业资本与各类“算法”合谋下的虚假消费。应该从马克思主义的政治经济学出发，以唯物史观视角，从现象背后深挖其根本，了解现象背后的资本主义发展变化，进而对数字资本主义进行批判。同时，对数字化消费主义现象进行正确的看待以及提出应对措施。
During the period of industrial capital, Marx’s analysis of human alienation revealed the exploitative nature of capitalism. Entering the era of digital capitalism, the “capital logic” and “digital logic” based on private ownership are intertwined and penetrated with each other, squeezing excess profits in the field of daily consumption, resulting in a series of new alienation phenomena. Under the guidance of capital, the whole society presents excessive, deformed and disorderly one-sided consumption phenomena. This kind of consumption is not what consumers really need, but false consumption under the collusion of digital capital, platform capital, financial capital, industrial capital and various “algorithms”. We should start from Marxist political economy, from the perspective of the materialist view of history, dig deep into the fundamentals of the phenomenon, understand the development and changes of capitalism behind the phenomenon, and then criticize digital capitalism. At the same time, we should correctly view the phenomenon of digital consumerism and put forward countermeasures.