Research On William Leiss’s Theory Of Consumption Alienation

At the beginning of the 20 th century,with the rapid development of science and technology,the capitalist mode of production has changed from handicraft production to large machine production.The increase in productivity has led to the continuous accumulation of national wealth.Under the advocacy of consumerism in capitalist society,people blindly threw themselves into the material jungle and entered the consumer society.William Leiss is soberly aware that the double growth of social production and consumption demand in a consumer society has brought about the dilemma of people’s consumption alienation.At the same time,under the circumstances of excessive consumption and unlimited expansion of commodity production,the extreme reclamation of natural resources has also caused the crisis of the ecological environment.Therefore,William Leiss criticized the capitalist system and constructed his theoretical system of consumption alienation from a critical perspective of consumption alienation.Following the logical steps of Leiss,this paper focuses on sorting out and analyzing the context of consumption theory in Leiss’ s two works Limits of Satisfaction and Control of Nature,and finds out the continuity of the research on consumption alienation in the two works.To deeply understand the theoretical connotation of Leiss’ thought of consumption alienation,we must explore the evolution of his thought.By deeply analyzing the realistic background of the formation of Leiss’ thought of consumption alienation,this paper concludes that the expression of consumption alienation under the influence of consumerism and the development of green movement under the ecological crisis provide the era background for Leiss to criticize consumption.In terms of theoretical origin,Leiss inherited the classical Marxist consumption theory,deepened the research of Frankfurt School on needs and consumption,and fully absorbed and used for reference the consumption ideas in western economics.The rich theoretical background and social reality laid the foundation for the emergence of Leiss’ s consumption alienation thought.After analyzing the origin of Leiss’ s consumption alienation theory,this paper uses the method of Marxist dialectical materialism to sort out the core content of Leiss’ s consumption alienation theory.Based on Leiss’ s overall critical theory of capitalism,this paper analyzes the reasons for the alienation of consumption in capitalist society.Starting from the interactive relationship between human needs and commodities,it analyzes the fuzziness of needs and the collective characteristics of commodities under the framework of high-intensity market,and critically reveals the fundamental purpose of capitalism to achieve the stability of economic growth and domination through the control of consumption.In addition,Leiss analyzed consumer behavior and phenomena in capitalist society from a micro perspective,and drew a profound conclusion that human society has been completely wrapped up in material consumption.Leiss conducted in-depth exploration and excavation of the phenomenon of consumption alienation,comprehensively analyzed the triple harm caused by consumption alienation to individuals,nature,and society,and clarified the unprecedented threat to human life and survival under consumption alienation.To explore its theoretical connotation,the essence of Leiss’ s consumption alienation theory is to uncover the obscuration of capitalist society on the public.Therefore,Leiss is based on Marx’s critical theory of capitalism,focusing on criticizing capitalist production methods,social ideology,and technological rationality.On this basis,Leiss conducted a reasonable exploration of the path to solving consumption alienation,advocating the establishment of a "livable society",adjusting the economic development model,and changing the way humans meet their needs from an ethical and moral perspective;Pay attention to the rational use of science and technology,and plan for the long-term development of mankind with the idea of "enlightened and self-reliant";Finally,the concept of "controlling nature" is reinterpreted to promote the coordination of human needs and natural needs,in order to eliminate the phenomenon of consumption alienation and promote the harmonious development of human and nature.As an important representative of ecological Marxism,Leiss’ s consumption alienation thought has important research value and theoretical significance.At the same time,this paper also criticizes the shortcomings of Leiss’ s thought and objectively evaluates his consumption alienation thought.The benefits of Leiss’ s thought have a certain enlightenment on China’s socialist ecological civilization construction.It requires us to promote green consumption concept in the field of personal consumption to promote the rational transformation of consumption mode,promote green low-carbon industries in the field of economic development to promote high-quality economic development,and strengthen the construction of ecological rule of law in the field of system construction to realize the modernization of harmonious coexistence between man and nature.