The Essence And The Criticism Of "One Dimension" Of Network Consumerism

Consumerism is originally a specific cultural form,values,and behavior that Western capitalist countries overpromoted consumption to superimpose capital accumulation,which is an important part of capitalist social thought.With the trend of economic globalization,consumerism spreads to the world in an unstoppable state,and combined with contemporary network information technology,in the process of diversification of consumer behavior,consumerism has developed into traditional consumerism through online consumerism,becoming a new forms of culturalism.In addition to inheriting the various negative meanings of consumerism,online consumerism,due to its full integration with network information technology,enables the social functions carried by consumer behavior to be abstracted and symbolized through machine translation,in the stimulation of symbols.Under the temptation,it is more difficult for the consumer to grasp the true needs and the use value of the goods,and be confused by the symbolic value of the goods.Consumption is consumed for consumption,not for needs.It is the one-dimensional thought attached to the symbol that maintains the rationality model of consumption.Therefore,it is necessary to analyze the "one-dimensional" root of online consumerism with Marcase's "one-dimensional" theory as an analytical perspective.The criticism and reflection of online consumerism point the way.This paper takes contemporary consumer society as the research background,expounds the concepts of consumerism,media consumerism and online consumerism,sorts out its development context.Summarizes the harms and drawbacks of contemporary online consumerism,analyzes its one-dimensional thinking and social roots.Finally,based on the Marxist concept of consumption and China's excellent traditional consumption concept,based on Xi Jinping's cyberspace governance and network destiny community theory,to criticize and transcend online consumerism,build a scientific and rational network consumption concept,create a network ecology,and promote human freedom.