Marx’s Vision Of Capital Logic Critical Theory Research On The "Fanquan" Chaos And Its Governance

In recent years,with the vigorous development of Internet technology and mass culture,fans’ star-chasing has gradually been organized and large-scale,forming a unique "fanquan" star-chasing mode.The rapid development of "fanquan" has brought many negative problems and attracted wide attention from all walks of life.The fundamental cause of the chaos of "fanquan" is that capital and its proliferation logic controls the internal logic of "fanquan".In the cultural environment dominated by capital logic and authorized by technology logic,capital realizes the proliferation of production and consumption,and controls the production logic and consumption logic of "fanquan"."Fanquan" gradually presents the development trend of capital proliferation as the value orientation.This paper takes Marx’s critical theory of capital logic as the entry point,based on the analysis and combing of the chaos of "fanquan",correctly understands and grasps the operation law of "fanquan" capital,and further clarifies the logic of capital logic penetration and control of the production and consumption of "fanquan".The control of "fanquan" in the production link is mainly developed by two main logic lines.One is the explicit logic with the production purpose of "fanquan",the vulgarization of production content,and the digital exploitation of production mode,and the implicit logic with the relationship between data worship and materialization of "fanquan" as the main characteristics.In the consumption link,the desire logic of capital replaces the objective demand logic that fans should follow.On the one hand,the capital guides the fans to make false consumption to realize the explicit control over the consumption field;on the other hand,it weakens the human subjectivity with the symbol worship of the fan consumption and the generalized commodity consciousness,and implements the implicit control in the ideological level of the consumption."Fanquan" is in urgent need of correct guidance,and the governance of "fanquan" chaos is urgent.Regarding the governance of "fanquan" chaos,it is necessary to deeply grasp the way of "fanquan" capital,guide and control the disorderly expansion of "fanquan" capital,strengthen the comprehensive governance of "fanquan",so as to break the control of capital over "fanquan",and explore the realistic path of controlling the chaos of "fanquan".This is not only the inherent requirement for promoting the benign development of"fanquan" and actively giving full play to the positive energy of "fanquan",but also the only way for the construction and development of mass culture in the new era.