“虚假需求”理论视角下“炫耀性消费”行为

发布时间：2018-01-12 11:13

本文关键词：“虚假需求”理论视角下“炫耀性消费”行为　出处：《知与行》2016年04期 　论文类型：期刊论文

【摘要】：马尔库塞在其著作《单向度的人》中首次提及"虚假需求"这一理论。他认为消费本是一种行为,却因为技术的进步与应用而使人们的消费变为一种目的。人们的消费行为与满足真实需求的消费行为渐行渐远。人们试图通过炫耀的消费行为来提高自己的阶级层次,为了身份地位而去消费华而不实的奢侈品。凡勃仑将这种炫耀性消费行为称为"炫耀性消费"。伴随着改革开放以来,生产力得以迅速发展,"炫耀性消费"行为现象也逐渐在我国盛行。结合马尔库塞"虚假需求"理论对这种现象加以剖析,首先是我国特有的"面子"文化对"炫耀性消费"行为的趋附;其次是并不健全的大众传播媒介对"炫耀性消费"行为的导向;最后是否定向度的缺失,使人对于"炫耀性消费"行为的一味效仿,并不在价值取向上加以限制,最终沦为"虚假需求"的牺牲品。马尔库塞的"虚假需求"理论,对改善当下盛行的"炫耀性消费"行为具有一定的启示作用,主张树立正确的价值观,找回缺失的"第二向度",注重人文关怀,建立大众传播媒介的导向。
[Abstract]:Marcuse first referred to the theory of "false demand" in his book "the Man of one Dimension". He believed that consumption was a kind of behavior. But because of the progress and application of technology, people's consumption becomes a kind of purpose. People's consumption behavior is far away from satisfying the real demand. People try to improve their class by showing off their consumption behavior. Hierarchy. For the sake of status and consumption of flashy luxury goods, Van Buren called this conspicuous consumption behavior "conspicuous consumption". Along with the reform and opening up, productivity has developed rapidly. The phenomenon of "conspicuous consumption" is also gradually prevailing in China. This phenomenon is analyzed with the theory of "false demand" of Marcuse. First of all, China's unique "face" culture of "conspicuous consumption" behavior trend; Secondly, it is the guidance of the unsound mass media to the behavior of "conspicuous consumption"; Finally, the lack of negative direction makes people blindly imitate the behavior of "conspicuous consumption" and do not restrict the value orientation. Marcuse's theory of "false demand" has a certain enlightening effect on improving the prevailing behavior of "conspicuous consumption" and advocates the establishment of correct values. Find the missing "second dimension", pay attention to humanistic care, and establish the guidance of mass media.
【作者单位】：大连海事大学哲学系;
【分类号】：F014.5
【正文快照】： 马克思曾说:“提出生产的消费这个规定,只是为了把与生产同一的消费跟原来意义上的消费区别开来,后面这种消费被理解为起消灭作用的与生产相对立的对立面。”并明确指出:“非生产消费不是手段,而是目的;是通过消费得到的享受,是消费的一切活动的动机。”消费本身是一种行为,包

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