Research On Marcuse’s Theory Of Consumption Alienation

At present,marcuse’s theory of consumption alienation is still a problem worth studying and thinking of.the development of productivity,economic globalization,e-commerce and big data are developing rapidly today,so the phenomenon of consumption alienation is also gradually revealed.The concept and method of alienated consumption not only has a profound negative impact on consumers,but also brings about the inevitable hindering effect on social development.After world war II,European and American capitalism,represented by the United States,developed rapidly.Science and technology are also developing rapidly,economic growth is strong and people’s living standards are constantly improving.Based on the economic background of the United States,marcuse launched a comprehensive critique of capitalism.There is a consumption culture of capitalism,and the theory of consumption alienation is put forward.Marcuse interprets the phenomenon of consumption alienation,criticizes the generation of "universalism",and points out the possibility of "multi-dimensional" culture.The unidirectional people succumb to material pursuit,follow the fashion,lose self-awareness,and lose the spiritual value.In marcuse’s view,the emergence of the universalism caused by the consumption alienation is rooted in the development of capitalist science and technology and the irrational exuberance of tools.The rapid progress of science and technology has promoted the abundance of material wealth and the improvement of the consumption level.With the help of advertising media,real demand leads to false consumption--that is,the extra wasteful consumption of vanity.The alienation of consumption leads to the lack of spirit through the desire and thought of material control,resulting in the unidirectional and unidirectional society.Unidirectional and social conformity to capitalism’s repressive civilization,catered to the capitalist mode of production,resulting in a vicious circle.This capitalist mode of production and consumption eventually led to people’s resignation and loss of change.The revolutionary will has nowhere to put into practice!Our country is not one of the developed capitalist countries,but due to the rapid development of productivity,as well as a variety of means of production and ownership,the trend of the consumption alienation is obvious.As a rapidly rising developing country,China’s current consumption dissimilation problem is slightly prominent.The accelerating development of science and technology,steadily growing economy,rapid development of the Internet and the emergence of various forms of consumption are the key to promote the deepening consumption alienation.Alienation is oraginated from the capitalist’s private ownership and unlimited desire of human nature,and with the effect of the media,the main body alienated actively from the internal to external,making the alienated consumption lead the stream of social values.However,the destruction of the ecological environment and the erosion of the human spirit and feelings broght by the alienation of consumption should not be underestimated.The paper sorts out the historical background and thought origin of marcuse’s theory of consumption alienation;This paper expounds the core content of marcuse’s theory of consumption alienation;This paper points out the contemporary value and limitations of marcuse’s theory of consumption alienation;Finally,it expresses the current trend of consumption alienation in China,and puts forward the theory of establishing healthy consumption concept and guiding healthy consumption behavior.