数字经济时代对数字化消费的辩证思考  

Dialectical Thinking on Digital Consumption in Digital Economy Era

作　　者：张峰[1] 刘璐璐 Zhang Feng;Liu Lu-lu(School of Marxism,Huazhong University of Science and Technology,Wuhan Hubei 430070)

机构地区：[1]华中科技大学马克思主义学院,湖北武汉430070

出　　处：《经济纵横》2020年第2期45-54,共10页Economic Review Journal

基　　金：中央高校基本科研业务费资助项目“社会语境与道德辩证法范畴的关系探究”(编号:2015AA020);华中科技大学自主创新研究基金(人文社科)重点专项项目“基于大数据的国家意识形态安全建设创新研究”(编号:2015AE025)的成果。

摘　　要：在数字技术广泛应用和数据价值深度挖掘的数字经济时代,消费领域进入数字化转型阶段。在数字资本和数字技术的共同作用下,传统消费正从形式、内容、模式和思维四个方面向数字化消费转型,数字化消费的形成在改善消费体验和促进经济发展等方面发挥了重要作用。但数字资本的微观权利催生了数字化消费发展过程中的消费异化现象,隐蔽地控制了人的消费方式、消费内容和消费心理。其中,"精准被消费"现象就是定向广告控制下的产物,人被数据跟踪、刻画和解析,以致人的自主性缺失。因此,需要在辩证分析的基础上厘清自主消费的实现路径,引导人们树立正确的价值观、消费观和技术观,在对不利因素的消解中实现数字经济的更好发展。In the era of the digital economy,digital technology spreads widely and the data value is deep mining,while the consumer field has entered the stage of digital transformation. Under the dual effect of digital capital and digital technology,traditional consumption is transforming from four aspects of form,content,mode and thinking to digital consumption. In addition,the formation of digital consumption has played an important role in improving consumer experience and promoting economic development. However,the micro-rights of digital capital have given rise to the phenomenon of consumption alienation in the process of digital consumption development,and have hidden control over human consumption patterns,consumption content and consumption psychology. Typically,accurate consumption phenomenon is the product of targeted advertising control. For instance,people are tracked,characterized and analyzed by data,resulting in their lack of autonomy. Therefore,it is necessary to make clear the realization path of independent consumption on the basis of dialectical analysis,so that people can be guided to set up correct values,consumption views and technology views,and in the elimination of the negative factors to achieve better development of the digital economy.

关 键 词：数字经济时代 数字化消费 精准被消费 资本的微观权力 数字技术 

分 类 号：F713.55[经济管理—市场营销]