拟人化消费逻辑的再生产:对青年养宠行为的反思  

Reproduction of the Logic of Anthropomorphic Consumption:Reflections on Pet Ownership Among Youth

作　　者：李钧鹏 杨太文 LI Junpeng;YANG Taiwen

机构地区：[1]华中师范大学社会学院 [2]华中师范大学湖北省社会发展与社会政策研究中心 [3]华东师范大学社会发展学院

出　　处：《当代青年研究》2024年第6期104-113,共10页Contemporary Youth Research

摘　　要：宠物消费已成为当代青年生活的重要组成部分。文章通过对养宠者、宠物医生、宠物店和美容店老板的深度访谈,发现宠物消费本质上是一种拟人化消费,即将宠物视为人,并为其购买食物等产品和服务,其逻辑可以概括为“消费者-宠物(拟人化中介)-商品”。这种消费并不是为了满足消费者自身的需求,而是为了满足宠物的需求,以宠物为中介将消费者嵌入市场。拟人化逻辑贯穿整个养宠过程,它之所以能够稳定地再生产,是因为人与宠物之间的关系具备拟社会关系属性。市场不仅默认这种拟人化逻辑和拟社会关系,还利用这种逻辑生产商品和服务,为宠物创造新的需求,构成了更隐蔽的消费异化形式。因此,宠物消费是情感逻辑和市场逻辑共同作用的结果。Pet consumption has become an important part of contemporary youth's life.Through indepth interviews with pet owners,veterinarians,and owners of pet stores and beauty stores,we find that pet consumption is essentially a type of anthropomorphic consumption,which means that pets are regarded as human beings and products,food,and services are purchased for them,and the logic of which can be summarized as“consumers-pets(anthropomorphic intermediaries)-commodities”.This kind of consumption is not to satisfy the consumer's own needs,but to satisfy the pet's needs,using the pet as an intermediary to embed the consumer in the market.Anthropomorphic logic is present throughout the process of pet ownership.Such a logic is steadily reproduced because the relationship between humans and pets possesses anthropomorphic social relational attributes.The market not only acquiesces to this anthropomorphic logic and anthropomorphic social relations,but also uses it to produce goods and services that create new demands for pets,constituting a more insidious form of consumer alienation.Therefore,pet goods consumption is the result of a combination of emotional and market logics.

关 键 词：宠物 消费 消费社会学 青年文化 

分 类 号：C913.3[经济管理]