Uluntu Consumer - umendo lonya

zobulumko ezininzi izazinzulu zentlalo zenkulungwane yamashumi amabini bazama ukuchonga nokuchaza inqanaba lophuhliso ekufikelelwe anoqoqosho yimpumelelo ehlabathini. Wabizwa yaphuhlisa mveliso kunye noluntu post-mveliso, inkolelo yokuba ngokutsha lwenkqubo kwezoqoqosho kunye nokudalwa kobutyebi iya kuzisa iintsikelelo kuluntu. Kodwa ke eyona kakhulu kwaye ngexesha elinye inkcazelo echanileyo inkampani esiphakanyiswa French sobulumko-postmodernist, yokuhlalisana kunye nezifundo zenkcubeko ngo-1970 Zhan Bodriyyar. "Consumer Society" - ukususela eli gama zigxile ngolwimi lwethu, wajika into efana emfutshane. Kodwa, nkqu sele idlule imi--70 ixesha elaneleyo, ukugxekwa isigqebelo kule yengqondo sele bungalahleki kwesinomhlwa nayiphi na intsingiselo yalo okanye ukufaneleka kwayo.

Ngelo xesha, le sobulumko odumileyo weza evela zosasazo neo-abangabaxhasi bakaMarx, kwaye kwisithuba adopted indlela zohlalutyo ingqiqo abahlala ayinikiwe Marx. Sinokuthi incwadi yakhe "uluntu abathengi" Ingaba hlobo "Capital" zenkulungwane yamashumi amabini, kodwa ke ibhalwe paradigmate eyahlukileyo. Sobulumko nomdla na imvelaphi kangaka lobudlelwane kwezoqoqosho nezentlalo, njengoko ifuthe kubomi bemihla abantu nobomi. Ngapha koko, ukuba ebudeni bexesha Marx xa ngemihla ubomi babantu kuxhomekeke kuqoqosho ngokusebenzisa ezahlukeneyo nobudlelwane kwezentlalo, kodwa ngoku kuye kuxhomekeke ubugcisa, imidiya kunye nezinye nabalawuli ubunzima, leyo ukungena ebomini bethu kwaye ewuphethe. Enyanisweni, lo inguqu kunye nokusetyenziswa indlela zokuziphilisa kule dehumanization kuthetha kwaye wayingcwalisa incwadi yakhe Baudrillard.

uluntu Consumer - Lubalasele uluntu elitsha apho bonke ubuhlobo babantu baphelelwa intsingiselo, ukuba icebo isiko, uphawula inkcazelo yemeko oluneqela okanye bawohloka zibe ukhuphiswano. Eli "ihlabathi elitsha anesibindi" phantse wabatshabalalisa, ukusetyenziswa yakudala xa abantu bathenga nayiphi na impahla kuba bangabo kufuneka, kuba ukukhawulelana neemfuno zabo. It ihlaziya, "nal 'ukusetyenziswa ezahlukeneyo ngokupheleleyo xa impahla ithengelwe kuba kusefashonini, ngenxa yokuba zipapashwe, kuba entsha. Ngenxa yoko, le nto ithe intsingiselo yalo, ustarevaya Wothenga phambi kuba zentengiso nangoko idini into entsha, nendlela ngakumbi.

Ukongeza, uluntu yabathengi kubathintela nenjongo kunye nonxibelelwano phakathi kwabantu, ngokuba lenza inkqubo ukuthenga ungumkhohlisi. Ukusetyenziswa uba ikhowudi olawula unxibelelwano, ngenxa yokuba abantu nje bakhetha ukuthetha izinto ezintsha, kodwa ukuvavanya omnye kwi ithuba lokuba athenge le nto okanye loo nto. Olu hlobo game ayisekelwanga na nyaniso, kodwa kuphela eyedwa. Izinto ziinkosi phezu kwabantu, kuba umisela kuphela lula kwaye uthuthuzele, kodwa ke udumo, kunye nokubandakanyeka kule isangqa ukhohlakeleyo ndibhengeze inkululeko yokuzikhethela kunye koyisa ngamnye.

uluntu Consumer ukubeka kuphela abantu kunye nemvakalelo yakhe inceba izinto, nezinto ucuthe kwinqanaba loonobumba akukho ntsingiselo yokwenene (simulacra), kwakhona ukutshintsha zobugcisa ethile yorhwebo kunye simulacrum. Ukufunwa inyaniso lithathelwe indawo iintsomi ekulula ukuba awadubadube, uncwadi kakhulu kunye zobugcisa indawo ntlobo zokuzonwabisa. Nokuqhathwa ezi ntlobo yaba ibhanti ekudluliseni iindlela amandla kunye indlela yabo. Enyanisweni, inkcubeko yabantu nayo ubeke phezu yokuthutha, oveliswa kwi template, oko kuxhomekeke unikezelo kunye nemfuno. Ngesintu babeqhele ukuya kudla iimpawu ezithile yaye wayeka ukuthatha into ngenene yoqobo kunye ngamnye.

Sobulumko ugxeka uluntu abathengi ngenxa yokuba oko kuphela imbonakalo libutho ngobuninzi kunye nokulingana. Le uluntu kunye simulacra eveliswe ngabo musa ukunika umntu nayiphi intembelo, phezu koko, lonke ixesha yena kugqatso brand ngakumbi ezintsha iimpawu, kwaye woyika ukuba akayi kuba ixesha yaye akayi kuba nako ukuthenga elinye simulacrum ezidumileyo. Ukukhonya kweempawu, simulacra kukhokelela ukungalingani, kuba umntu akakwazi ukufumana zonke iimpawu ezintsha udumo, ulahlelwa phandle wesangqa unxulumano, hlakulela iphumelele angalahlekelwa nto. Ngaphandle kokuba le ncwadi yabhalwa kangangamashumi eminyaka eyadlulayo, libonisa ukuba Zhan Bodriyyar okunene kwangaphambili iintsingiselo eziphambili kuluntu namhlanje.