从视觉政治到技术正义:平台资本主义的新叙事  

From Visual Politics to Technological Justice:A New Narrative of Platform Capitalism

作　　者：陈琳 CHEN Lin

机构地区：[1]南京航空航天大学马克思主义学院

出　　处：《河北学刊》2024年第3期217-224,共8页Hebei Academic Journal

基　　金：2017年度国家社会科学基金重大项目“世界社会主义发展大视野大格局大趋势下的中国特色社会主义研究”(17ZDA004);2021年度江苏省研究生科研创新项目“马克思资本逻辑批判视域下的平台帝国主义研究”(KYCX21_0174)。

摘　　要：平台资本主义是资本主义发展的最新表现形式,它在借助数字技术进行数字生产和图谋平台霸权的同时,也构建起服务于资本逻辑的体系。随着数字平台这一高度依赖视觉图像的新兴媒介的普及,平台资本主义的政治传播逐渐倚重于视觉元素的意象布展,通过精心策划的视觉叙事塑造自身形象并传达政治立场。平台资本主义制造图像商品而形成视觉消费,迫使人们产生对符号欲望的同一性接受和对数字幻象的无意识认同。视觉机器逐渐在数字平台的激烈竞争中演化为视觉的权力场域,从而操纵政治话语和进行权力施展,塑造了围观的视觉景观。视觉技术在平台资本主义的政治传播中偏向于既定的价值观,导致其走向非正义和非理性,并成为服务于资产阶级意识形态的技术工具。对此,只有让视觉技术从虚假的审美意识中彻底摆脱出来,并在理性上超越平台资本主义的视觉奴役,才能让视觉技术真正成为数字时代政治传播的解药。Platform Capitalism represents the latest iteration of capitalist development,utilizing digital technology for digital production and conspiring to establish platform hegemony while constructing a system that serves the logic of capital.With the widespread adoption of digital platforms,an emerging media heavily reliant on visual imagery,political communication within Platform Capitalism increasingly relies on strategically planned visual narratives to shape its own image and convey political stances.Platform Capitalism produces image goods and forms visual consumption,forcing people to produce identity acceptance of symbolic desire and unconscious identification of digital illusion.In the fierce competition of digital platforms,visual machines gradually evolve into visual power fields,thus manipulating political discourse and exercising power,and shaping the visual landscape of onlookers.However,due to its inclination towards established values,visual technology in the realm of political communication tends to perpetuate injustice and irrationality,ultimately becoming a technical instrument serving bourgeois ideology.Therefore,only by liberating visual technology from false aesthetic consciousness and rationally transcending the visual enslavement imposed by Platform Capitalism can it truly serve as an antidote for political communication in the digital age.

关 键 词：平台资本主义 视觉政治 视觉叙事 技术正义 

分 类 号：D089[政治法律—政治学]