FINE ART PRINTMAKING
Fromm believes that the alienation of consumption is an obstacle to the realization of a harmonious society. In a capitalist society, consumption is dominated by the development of a controlled person, and the consumption is above human beings,depriving people of their subjectivity.
The disadvantages of alienation consumption have become increasingly prominent.
However, the false happiness brought by the alienation consumption shows off the psychology and the redundancy of goods to the harmonious society and ecological civilization Construction hinder,
Fromm’s theory of consumption alienation is the realistic source of Western capitalist society.
Fromm absorbs existing Alienation theory at the same time absorb Freudian psychoanalysis theory stand on the intersection of Marx and Freud to study the theory of alienation, evoking a new idea of consumer theory.
The formation of Fromm’s consumer dissimilation theory is based on two major social and psychological mechanisms
2010 168place increasingly, via rising consumption opportunities and the demand of services, leisure industry and media. Consumption particularly gave people access to gratifications. This decisively influenced mass loyalty among people. Gratification through consumerism became important as the existing working relationship softened,
Karl Marx emphasized not only the alienating nature of work,tied to its exploitative nature, but he moved work to the centre of human activity and saw it as a basis for self-realization
In order to be the object of consumption, an article must become a symbol, that is to say, to a certain extent, it only serves as the relationship of meaning - it is an arbitrary and inconsistent relationship with this specific relationship, and it obtains consistency and meaning in the abstract and systematic relationship with all other articles symbols It is consumed - never in materiality, but in difference. [6] ”
——"System of things"
In the system of things, Baudrillard studied "Haggard's upper chiral ordered world shaped and woven by man's functional utility" [7], and studied the symbolization of things. From then on, in consumer society, he studied the relationship between people and things. Here, he points out that things are hollowed out into symbols, which distinguish people from each other and indicate the social status of people who own things [8]. At the same time, in Baudrillard's analysis, advertising, packaging, display, fashion, "Emancipation", mass media and culture, as well as the spread of goods make symbols increase. [9] Even leisure can be used as a symbol to show one's identity and status, which is "the proof that they are not bound by productive labor" [10], resulting in the paradox of "the tragedy of leisure or the impossibility of killing time". The body has also become a symbol of worship and become a special consumer goods, which makes people put health care, nutrition, medical science and other halos on the incidental consumption of nursing, diet system, fitness practice, etc.
Seduction of consumption
"The main body of consumption is the order of symbols. [12] ”
——Consumer society
On the one hand, people pursue differences and long for symbols, refer to other consumers, and expect to become the upper class, which can never be satisfied [13]; on the other hand, goods and goods, symbols and symbols form a "new and orderly relationship of mutual reference". When a person buys a product a (such as an apple mobile phone), it will be implied The purchase of product B (such as matching headphones, car bracket, mobile phone case, etc.), followed by a logical hint of product C (such as Apple's MacBook laptop), and so on, thus forming a "hint chain". Here, although consumers think they buy voluntarily, they are actually controlled by "suggestive structural meaning and symbolic value (such as style, prestige, luxury and power status) produced by symbolic discourse". Therefore, modern consumption is only the consumption of meaning system. [14]
In this process, people (i.e. consumers) can not resist, because one consumer only refers to another consumer, and consumption is only a matter in personal field. [15] In addition, consumption also enables everyone to be involved in the non compulsory identity, which makes "the game of consumption gradually replace the tragedy of identity". [16] Finally, Baudrillard judged that the contemporary capitalist society has changed from production oriented to consumption oriented.
The role of mass media
First of all, the advertisements in the mass media aim at people's unconscious desire. By repeating and constructing some examples, they persuade consumers, impose a kind of consistency on people, and forge a kind of "consumption totality". Secondly, the mass media let people know a lot about information, but they disguised the real existence of blood, murder and tragedy as a "place where nothing happened". At the same time, they regarded information as a commodity and arbitrarily edited, copied and dramatized it, making information "submit to the same competitive demand of symbols, and it was produced according to this demand" [17]. Therefore, people living in the mass media environment live in a world composed of "pseudo events, pseudo history and pseudo culture". [18]