A Discussion On The Theory Of Consumption Alienation

As the productivity increased significantly and the science and technologyimproved, great changes have taken place in every field of people’s lives. During it,the consumer field, as an essential part of human life, is no longer just a supportingway of human survival and development, and because of its different characteristicsin the new situation of modern society and the important role it plays, which causesthe attention of many scholars, especially the western Marxists.Scholars have claimed that the alienation of human has entered into a wider area,is not labor alienation in the field of production of Marx’s time, in the developedindustrial society, consumption alienation has been extended to the consumer field.Consumption has changed from the “mean” into the “purpose”, which Hides aperson’s true need, and gives people a false free experience, at the same time, the artand culture has been led to commercialization, eventually became the means of theeconomic purpose. In the consumption alienation, People lost their subjectivity, andbecame the nonhuman. The scholars, who research the theory of consumer alienation,keenly find the ideological nature of consumption alienation, and points out thecontrol action in industrial society which the consumption did to the people’s behaviorand awareness. They also make a explain about the root of consumption alienation.On the one hand, which comes from the people’s own intrinsic root, that is Human’sinner self-preservation biological needs and the social needs to establish contact withothers, which are distorted and cause the alienation of consumption. On the one handis the external cause of the society, in the developed industrial science andtechnology civilization not only promotes the progressive development of socialeconomy, at the same time also played a curb the role of social change. Technologicalrational control of the people, making the person incurred during the process of laboralienation, resulting in the alienation in the consumer sector. In the end, about how toovercome alienation and achieve the liberation of the people, they also put forwardsome opinions and suggestions.