Digital capitalism inherits the control mechanism of industrial capitalism,expanding production by stimulating consumption and conditioning desires.At its core,it remains a consumer society full of alien-ation,creating spiritually alienated consumption subjects on an unprecedented scale.Within digital capital-ism,there exist two types of such subjects:those who act unconsciously,trapped in ideological illusions,and those who,despite knowing,adhere to a pragmatic solipsistic consumerism.They actively and voluntarily participate in extravagant and wasteful digital consumption that aligns with the logic of capital accumulation but strays from their authentic needs.The underlying reason is that the consuming reality shaped by the con-sumption ideology of digital capitalism deeply influences the emotive experiences of consumption subjects:digital surveillance technology invasively monitors and archives their emotional preferences;digital capital manipulates and precisely induces their positive emotional desires;the deep-seated digital consumption sys-tem dulls their perception and flattens their pain of consumption.To counteract this,dismantling the alli-ance between capital and digital technology,guiding consumers toward rational consumption,and establish-ing a scientifically sound digital platform consumption order are proposed as effective measures to alleviate spiritual alienation among digital consumers.
关键词
数字资本主义/数字技术/资本逻辑/消费主体/精神异化
Key words
digital capitalism/digital technology/capital logic/consumption subject/spiritual alienation
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