Consumer society,with its rhetoric of"you are what you consume",encourages consumers to use symbols of goods to construct their identity and express themselves.On one hand,as a contemporary"cultural industry"product closely related to consumerism,the live commerce is beneficial to promote economic innovation and agricultural e-commerce.On the other hand,it has also transitioned consumption from means to ends,from free choice to"heteronomy".The landscape of goods and marketing rhetoric in live commerce have successfully created consumers'"false demands",putting them in an endless symbolic production and consumption system.Their subjectivity has collapsed in three dimensions of negation,criticism,and transcendence,.And they are reduced to the"one-dimensional people"described by Marcuse.Based on the cultural critical perspectives of consumerism,false demand,and product symbols,this article explains the dual logic of commercial success through live commerce and its influence on the direction of thinking.It will help those trapped in the"one-way dimension"to find a way to a new life.
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