The confusion and induction of the consumer discourse

Literal perspective，The attention point of "Yue Ji" is in "Self"，You please yourself、Affirm the meaning of personality。Some scholars divide them into two types: "Instant Type Single Consumption" and "Development Type Yourself Consumption"，The former focuses on short -term enjoyment，Pointing to a consumer impulse beyond rational，The latter refers to the purchase of durable consumer goods，Learn new skills，Investment for health，Enrich the spiritual world, etc.。Consumer discourse connotation of "pleasing self" as a whole，It has certain confusion and induction。

From the object of words of discourse，"Yue Ji" is mainly for young groups and women。These two groups can be said to be the vital force of the consumer culture of contemporary society。The emergence of the consumer discourse of "Yue Ji"，In essence, it is continuously strengthening the reality of the target to accept the group's compiled by consumerism。As Porteria's interpretation in "Consumer Society": Based on a symbol, "excessive self -direction" and "personalized" logic，The real difference between people is canceled，The worship of the differences on the surface is based on the loss。You can see，Bet365 app download The current "Youth Culture" of Lin Lin，Fully represents the great attention of the youth group to "self"，But this "self" is more directed to "desire"，instead of "ideal" that promotes social progress。

For women groups that are generally awakened by the current subject consciousness，"Yue Ji" this consumer words also look thin。Consumerism misappropriated the commercialization of "women who are happy"，"Yue Ji" becomes a rhetoric strategy，Attempt to evoke the "self" identity of women，Its purpose is still to induce women for symbolic consumption。For example，Various fashion around women、Beauty、Clothing Consumption，With "Yue Ji" as the reason，In fact, the value of women's main body is further pushed to a single、Absolutely。

　　The field of literature and art should be alert to "happy self"

Literature and Art Services、Serving socialist，Have people。The Party's Twenty Report emphasized，Literary creation should "adhere to the people -centered creative orientation，Introduction of more excellent works that enhance the spiritual power of the people "。As far as reality is concerned，Literary and artistic works have ideological attributes，It has the role of educating people，This is a dialectical unified relationship，It should be fully valued in literary creation and literary practice。

The choice and use of "Yue Ji" in the field of literature and art，The focus should not be "Yue"，Core attention points should be "yourself"，3142_3162，bet365 live casino games What position what position to guide "self"，What kind of attitude is connected to the world，The relationship between handling and the surrounding environment。"Yue" is more inclined to the product attributes of literary works，There are many means connecting to the value of the literary market。Empowerment of Technology、Demonstration of the media、imagination of desire，These are effective ways to reach the level of "Yue" to the literary and artistic works，They can make effortlessly and get the surplus pleasure，But it is easy to make literary works flow in form、Lack of depth。

The vigilance of the field of literature and art，It does not mean that in literary works, we must completely resist "Yue Ji"，I rather sort out the logic of "pleasing self" by literary works，Acknowledge the social reality and cultural logic behind it。Literature and art works, especially contemporary popular culture, have strong consumer attributes，But it should never be dwarfed or the "happy" function of consumer goods。Literary and artistic works allow the recipient to generate concrete consumer experience and aesthetic experience，Although both connect the individual's life experience，But there is a division of up and down。The generation of aesthetic experience is obviously more important，It not only refers to the inner order involved in literary works，It can also prevent "self" from being lost because of staying at low level pleasure。The logic of the practice bet365 best casino games of literary and artistic works should be based on the connotation of "enlightenment" and "perception"，Cultivate high -level cultivation of "self"，Strengthen the connection between people and reality，instead of dragging people into the endless instant enjoyment of entertainment and carnival。

　Go from "Yue Ji" to "Yue Ji"

The value of excellent literary works is attributed to the way from "pleasing self" to "more self"，The process in which the process can promote the recipient to consciously "read the self"。At present, various emerging technical forms continue to reshape the field of cultural consumption，presents a large number of audiovisual "spectacles" for people，Bring the most direct sensory stimulus。But，Digital Technology、Interactive Technology、The application of media technology may bring "Yue Ji" at the consumption level bet365 best casino games of literary and artistic works，But it does not mean that it can make "happy" reach "Yue Ji"。Those youths who have taken the attention of the current public、Women、The bottom layer and other social hot topics，Actively cater to the sinking market、Literary and artistic works that meet the expectations of traffic，I feel very fresh at first glance，Details can not allow the recipient to really get it from it。In the seeing and hearing of literary works，More important and more difficult to reach "see"，Build a "self" for the recipient、Future -oriented imagination space。

​​So，Those literary works bet365 live casino games connecting traditional culture，The purpose of its fundamental value is to let the recipient look back at，Treating people think about how history talks with the current dialogue，How to illuminate our future; and those literary works that try to express social suffering，The value of its value should not only stay in the portrayal of suffering，Instead, it should be given to people to face the cruel reality、For the power of seeking truth; those art works that try to "cross" people to the future，In addition to generating more expression possibilities under the technical structure、Emotional manipulation，Perhaps important is to allow the recipient to produce a "self" transcendence，Also as the technical itself、As the metaphorical。

Literary and artistic works connect people's daily life experience。"Yue Ji" discourse does not talk about "language abuse"，But still need to be alert to the consumerist culture behind it。As far as the field of literature and art is concerned，The excellent literary and artistic works of truly "happy" should pay attention to nourishing the individual spirit，It should never be simply materialized，should be used as a aesthetic object to form awareness with the public with the same aesthetic ability、Style、Consistency on the contacts，Produced to become cultural resonance，Stimulate people’s thinking and precipitation，Finally promoting the generation of "self" that is beyond meaning。

　(The author is a doctoral bet365 best casino games student at the School of Journalism and Communication of Nanjing University)