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Consumer Culture Theory is an important part of the critical theory of Western Marxist society，It is also one of the important theoretical resources of Marxism in contemporary development。Clarify the theoretical context of Western Marxist consumer culture research，Draw the theoretical picture of this study，It helps to promote the contemporary development of Marxist consumer culture theory，It is more helpful to reflect on and criticize the practical problems in the field of contemporary consumption，Leading the construction of consumer civilization in the new era。

The generation of Western Marxist consumer culture theory has a deep theoretical basis。First，The most important theoretical perspective and the most direct theoretical base point comes from Marx Engels。The ideological theory and alienation theory proposed by Marx Engels have become the theoretical support point for consumer culture critical，And Marx products worshiping things and their ideas and their discussions on consumption importance provides a reference for consumer culture criticism。Next，Lucar's "materialization" theory、Grandis's cultural hegemony theory opened a new horizon for cultural critical。At the same time，As Western society gradually enters the consumer society，Economic Kanesianism has gradually replaced the ethics of Protestantism，Capital accumulation to switch to capital expansion，Consumption has become the main driving force for promoting capital development，The alienation bet365 best casino games of production gradually extends to the consumer field。These new changes in capitalist social life continue to promote the in -depth theory of cultural critical，Guidance of critical theory shifts from the field of production to the consumer field，Critical road shift from historical macro vision to daily life。Western Marxist consumer culture research presents a variety of theoretical ways。

　　First，Consumer culture criticism with mass culture critical and technical criticism。Hawkheimer and Adono pointed out when criticizing the cultural industry，Culture and industry not only refers to the culture of culture into the track of industrialization，Follow the logic of rationalization，It also means that culture has become a product，Follow the logic of the market economy。Pure exchanging value for cultural goods replaces pure use value，Happiness created by exchange value、enjoyment、Success and other fantasy，Lure consumers。Then the commodity world has a general order change，Consumption from use value to exchange value transfer。Through this change，Capitalist society has created a social atmosphere of worship，Fix the happiness and value of people on the consumption of exchanging value，People become a part of the continuation of the industrial production chain，Human creativity、subjectivity、Personal and emotional disappear。People are immersed in enjoyment and refuse to reflect，more agreed with the current social order。

　　2，Consumer culture criticism with ideological critical road。Malgassic clearly refers to the developed industrial society as "consumer society"，He believes that consumer culture has become a new form of social control。In consumer society，Ideological form did not disappear，but present new features。In a consumer society，Products are not just material products，It also contains the ideological consciousness and value concept of the current ruling class，Contains the cultural background of society。Select and buy products，At the same time, I also accept the concept contained in the product，When this concept is accepted by most people，Commodity consumption implements a lifestyle in ideology。Capitalism will impose false needs to be manufactured in order to make a profit and create a picture of a happy and free life，Under the help of the public media，penetrates people's hearts in the form of commodity consumption。People are obsessed with rich material life，immersed in illusory happiness，The reflection and critical ability of an individual independent thought is completely lost，Become a unidirectional consumer。

　　Third, combined with psychoanalysis consumer culture critical roads.Flom analyzed and further explained the alienation phenomenon and its roots in the consumer field。He thinks，Alienation consumption is the essence of developed industrial society，instead of psychological mechanism and personality composition is the internal cause of this alienated consumption。Alienation is not only a social state，It is a psychological state。As the power of human beings gradually become stronger，Gradually break free of the external world that restrains him，At the same time, the life significance and sense of security that were originally attached to the outside world also lost。With your own independence，People and nature、More and more alienated with others，getting lonely，Forced to choose to escape freedom、Lost self -seeking for tranquility。Customized strategies in the consumer field reflect this，During the consumption process，Consumers are constantly imitating to pursue fashion。In consumption，Avoid different aesthetics and fun with the public，Integrate to integrate into the group with a popular consumption method。Consumption has become a way for many consumers to avoid loneliness，But the consumption of things is fundamentally a possessive way，Under the continuous deduction of desire，The possession is endless。The easy change of consumer fashion fully illustrates this。Consumption's possession cannot form a sound humanity，The spirit of a person is always in a shortage state。

　　Fourth, consumer cultural theory of cultural construction perspective.Different scholars from the Frankfurt School，Fx pays more attention to the dynamic significance of cultural struggle，He thinks，Fighting not only means hegemony，It also has the meaning of reverse construction。On the one hand，Volkswagen consumers are not completely unidirectional，They still have the subjectivity。The mainstream ideology implemented by consumer culture is the external impact of people，So in this process，Consumers are not unilateral passive acceptance，Instead, it takes different strategies to deal with。Consumption Volkswagen's liquidity、Change、A initiative provides possible for the unilateral leisure of consumer culture.。Consumers may avoid the mainstream ideology contained in the goods，It may also resist，Even re -constructing it in turn。On the other hand，The ideology is not completely unified，The internal interests of the ruling class are not completely consistent。Not all products will penetrate the mainstream ideology to the end。For the profitability of capital，When the strategy of ideology helps the product sales，Producers of the goods will actively penetrate ideological penetration into the production of goods，When the ideological strategy is not helpful to the sales of goods or even hinder the sales of goods，Producers of the product will not use。This is a blank spot for the generation of product symbols，Provides the reverse interpretation and construction of consumers with possible。

　　Fifth.Baltricia Early symbolic methods combined with Marxist political economy methods to study the entire consumer society。He thinks，Consumption is an active mode of a relationship，People have established a kind of with others、Collective、Social relationship，Consumption is a comprehensive response to society，It is the establishment of a Chinese system of constructing the construction of this relationship。Products are symbols in the system，Consumer products are not consumer material，but its differences，Therefore, consumption is actually a activity of the symbol system control。Then he criticized the ideology of the consumer society: the culture formed by consumer society is the democracy of social politics、Equality、Happiness transfer to the consumer field。When people consume it, they mistakenly think that the information conveyed behind the product symbol。To pursue personalization and social identity，People are constantly pursuing the product symbols in the entire "system system"，Integrated into the "object system" of the entire society，As a result of the consumer society's ideology, consumers have been silently controlled.。Baltricia saw the major influence of the media on consumer society in the late period，The medium exacerbates the control and dissemination of the symbol system，Methods that determine people cognitive worlds，According to this, he asserted that the entire society became a symbol of society，and then gave up Marx’s political economy method，Methods of symbolism analysis and post -structuralism。

Consumer society is an unavoidable historical reality in contemporary times，The profound criticism of the consumer society has been running through the theory of Western Marxists。After Bowadrica，Many Western Marxist scholars such as Bowman and Liefelh，All reflection and criticizing the consumption of becoming a social domestication mechanism，But due to the lack of historical materialism，Its theoretical ways are manifested as the weakness of eliteism。In essence,，Whether it is Marx's criticism of material production logic or the criticism of consumer logic in Western Marxist scholars，The essence is a criticism of capital logic，Its way out is bound to be the fundamental change of production relationship。Western Marxist scholars abandon political economics critical method，Send the self -awakening of the aesthetic utopian or a few individuals，Lack of theoretical courage to change the world due to the actual power of loss of critical。

　　(This article is the "Study on Consumption Culture Construction in Ecological Civilization Fields" (16KSE11) phased achievement of the Social Science Foundation of Heilongjiang Provincial Social Science Foundation)

(Author Unit: Academic Exchange Department of the Party School of the Heilongjiang Provincial Party Committee of the Communist Party of China)