伪造的需求和坦塔罗斯的幸福  

Fake Demands and Tantalus'Happiness

作　　者：董璐[1] 

机构地区：[1]国际关系学院文化与传播系

出　　处：《南京社会科学》2012年第12期46-51,共6页Nanjing Journal of Social Sciences

摘　　要：尽管人们已获得物质上的极大丰富,但却仍然普遍感到匮乏,这是因为商品制造中增加了大量挑起人们欲求的成分,致使人们在欲望的驱动力下,不加节制地追求在外观上具有购买诱惑性的商品。但这种对表象和幻象的购买并不能给购买者带来满足感,而是将其推向如坦塔罗斯那般欲望满足永远可望不可即的境地。这些欲望来源于当代的消费文化,中介是大众传媒和广告。伪造需求的根本动因在于工商业对资本变现的渴望,工商业不断地制造且再生需求。伪造的需求使人们丧失自主性,在消费的过程中沦为客体,是工商企业实现商业资本变现的工具,最终个体在消费中被异化。只有当人们摆脱外界的操控,将消费直接指向于满足真实的需求,才能获得真正的满足感。Nowadays although people have material life enriched to a large extent,they still couldn＇t get rid of the feeling of deficiency.The reason is that commodities＇ production increasingly provoke people＇s lust,pushing them to run after those commodities with fascinating appearance recklessly.But the purchase of illusion couldn＇t satisfy them,however,forcing them into the Tantalus＇ happiness.Those desires stem from contemporary consumption culture,and the mass-media and advertisement act as the medium.The root cause of the fake demands is the commercial＇s and industrial＇s demand of liquidility,with industry and commerce generating and regenerating demands constantly.People lost their initiative by fake demands,becoming the object during their buying activities,and they were alienated finally.Only when people free themselves from those outside manipulation and make consumptions aiming at their genuine demands,they could be fully contented.

关 键 词：伪造的需求 商品美学 异化 商品拜物教 幸福感 

分 类 号：G02[文化科学]