審視創造消費的生産趨力在資本主義社會的意義

本文試圖重新審視消費文化形成過程當中，創造與生産此文化的趨力。本文以當代資本主義之說和文化工業對於消費文化的「生産」觀，了解消費前端的生産過程。隨著大量複製、大量銷售和利潤積累概念的勃發，商品貨物的流動從地區轉移至全球市場；透過全球行銷手法，商品成爲混雜多元文化卻又同質的商品形式，以招攪最多的消費者；配合全球性媒體的鋪陳，廣告和電視節目充塞消費世界各地商品的宣傳；最後，全球行銷和跨國妅體在我們的是常生活中，融入了各式各樣的全球商品，隨處可見的商品生産讓我們忘卻思攷其存在之必要性，成爲一個群群只爲満足生活需求的消費大眾。

關鍵字

文化工業；生産；全球行銷；消費文化；跨國媒體

並列摘要

This article attempts to review the formatting of consumer-culture, specifically focusing on the aspect of production. My viewpoints are both built on the theories of capitalism and culture industry. With the blooming concepts of mass production, mass marketing and profit accumulation, the commodities are purposely being sold from local areas to the whole global market. I found the forces are formed by the following two: first, most consumers buy the global commodities arranged by the global marketing strategies, which were decided to their targets. Second, through the promotions and advertising campaigns by transnational media, consumers can easily receive the propaganda of the commodities. Thus, while people’s everyday life are surrounded by consumer-culture set by marketing and media, the consumers can hardly escape from and resist it. To sum up, while the consumer’s needs are satisfied by the forces of consumer-culture production, they also forget its necessity.