Consumer vanhu - nzira kune utsinye

vazivi vakawanda uye magariro masayendisiti remakore rechimakumi maviri akaedza kuziva uye kurondedzera padanho pakukura nomuongorori anobudirira zvikuru upfumi munyika. Akanzi uye vakava maindasitiri uye post-mumaindasitiri munzanga, kudavira kuti systemic kugadzirisa upfumi uye kwezvisikwa pfuma achaunza zvikomborero vanhu. Asi zvikuru dzinonetsa uye panguva imwe chete tsanangudzo yakarurama kambani wakatangwa muna 1970 maererano French muzivi-postmodernist, evanhu netsika zvidzidzo Zhan Bodriyyar. "Consumer Society" - sezvo izwi iri zvakasimba midzi mumutauro wedu, ikava chinhu chakafanana yokudimbudzira. Zvisinei, kunyange vane 70-ies nguva yakakwana kwapfuura, chibhende kutsoropodzwa zvedzidzo ichi haana kurasa chero kukosha kwayo kana ayo nemusoro.

Panguva iyoyo, mashoko akakurumbira muzivi vaibva chiNazi Marxist venhau, uye kusvika pamwero vakatora Analytical uye kutsoropodza kusvika mhenyu yaingowanikwa Marx. Tinogona kutaura kuti ake bhuku iri "mutengi vanhu" riri rudzi "Capital" remakore rechimakumi maviri, asi zvakanyorwa yakasiyana paradigmate. Muzivi vanofarira kwete zvokuti makuriro zvoupfumi uye evanhu ukama, sezvo matambudziko ari muupenyu vanhu uye upenyu. Pashure pezvose, kana panguva Marx kuti nezuva upenyu vanhu novimba upfumi kuburikidza magariro ukama, asi zvino vava runotsamira ano, vezvenhau nezvimwe vakawanda regulators, izvo kwazviri muupenyu hwedu uye ushe naro. Chaizvoizvo, izvi kuchinja uye kudyiwa nzira yokupona ari dehumanization kunoreva uye akakumikidza rake rinonzi Baudrillard.

Consumer vanhu - tive vanhu itsva umo ukama hwose hwevanhu havachavimbi zvinoreva, kuva kupira zano, chinoratidza tsanangudzo hierarchical chinzvimbo kana degenerating kupinda makwikwi. Izvi "nyika itsva vakashinga" anenge akaparadza yakare, chinyakare kuparadzwa apo vanhu akatenga chero nhumbi nokuti vanoda, nekuti ivo zvavanotarisira. It inoongorora yakasiyana zvachose, "aikosha" kuparadzwa kana nhumbi dziri atenga nokuti zviri mufashoni, nokuti nezvehurukuro, nokuti utsva. Nokudaro, chinhu anorasikirwa zvaunoreva, ustarevaya pamberi wake Utenge nekuti kushambadza pakarepo nechipiriso chitsva, zvikuru mufashoni chinhu.

Mukuwedzera, mutengi nzanga kumira zvarinoreva uye kutaurirana pakati vanhu, nokuti zvinoita muitiro kutenga unyengeri. Kunwa anova bumbiro yokudzora kukurukurirana, nekuti vanhu havana chete vanosarudza kutaura pamusoro kutenga itsva, asi kuti vaongorore mumwe musi mukana kutenga ichi kana kuti chinhu. mhando iyi mutambo hakutsigirwi chero dzinongoitika chaichoicho, asi chete hwake. Things ishe pamusoro pavanhu, nokuti anosarudza kwete chete kuva nyore uye nyaradzo, asiwo mukurumbira, uye munyaya ino anorura denderedzwa kuzivisa rusununguko rwokusarudza uye mumwe nomumwe kupembera.

Consumer vanhu kwete chete kuisa murume wake kunzwa panguva tsitsi zvinhu, uye zvinhu kuderedzwa kuti ufanane mabhii kuti vasina zvinonyatsoreva (simulacra), naicho vakachinja uri kuva chinhu chacho uye simulacrum. Kutsvaka chokwadi kwaidarika nhema kuti vari nyore zvinodya, mabhuku zvakakomba uye nounyanzvi vari kwaidarika varaidzo Genres. Zvitinakire Genres izvi akava bhandi kupararira simba zvigadziriswe vavo dzidziso. Kutaura zvazviri, tsika yevanhu zvakare kupfeka conveyor, anogadzirwa kubva template, uyewo zvinoenderana zvitengeswa uye kudiwa. Vanhu vakajaira ukuparadze zvimwe zviratidzo uye akamira kutora chinhu here wemabviro uye munhu.

Muzivi criticizes nevatengi vanhu uyewo nokuda chokwadi kuti chete nechitarisiko nzanga zvakawanda uye akaenzana. Nzanga iri uye simulacra zvinoberekwa navo musapa munhu upi chivimbo, nekusiyana, nguva dzose ari munhangemutange zvakawanda mavanga matsva uye trademarks, uye anotya kuti haangaoni nguva uye havazokwanisi kutenga imwe nomukurumbira simulacrum. The kutonga zviratidzo, simulacra kunotungamirira kusaruramisira, nekuti munhu asingakwanisi kuwana zvose zviratidzo itsva mukurumbira, anokandwa kunze mudenderedzwa ukama, kukudziridza kubudirira sezvo muruzi. Pasinei chokwadi kuti bhuku rino rakanyorwa emakore akapfuura, zvinoratidza kuti Zhan Bodriyyar chaizvoizvo vakafanotaura chikuru nezvemaitiro evanhu vemazuva ano.