{"resolved":true,"match_type":"uuid","source_type":"original_book","book_id":"447ac7ca-331b-4629-b3f6-ca8ae9df773e","title":"消费社会","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787305133039","requested_by":"printed_page","book":{"source_type":"original_book","book_id":"447ac7ca-331b-4629-b3f6-ca8ae9df773e","id":"447ac7ca-331b-4629-b3f6-ca8ae9df773e","uuid":"447ac7ca-331b-4629-b3f6-ca8ae9df773e","title":"消费社会","normalized_title":"消费社会","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787305133039","isbns":["9787305133039"],"parsed":true,"ai_readable":true,"document_type":"book","page_count":246,"navigation_url":"https://workshop.closeclaw.top/ai/book/447ac7ca-331b-4629-b3f6-ca8ae9df773e","title_url":"https://workshop.closeclaw.top/ai/title/%E6%B6%88%E8%B4%B9%E7%A4%BE%E4%BC%9A","fixed_page_url_template":"https://workshop.closeclaw.top/ai/book/447ac7ca-331b-4629-b3f6-ca8ae9df773e/page/{printed_page}","path_api_url_template":"https://workshop.closeclaw.top/api/ai/book/447ac7ca-331b-4629-b3f6-ca8ae9df773e/page/{printed_page}","read_url":"https://workshop.closeclaw.top/api/ai/read/447ac7ca-331b-4629-b3f6-ca8ae9df773e","page_url":"https://workshop.closeclaw.top/api/ai/books/447ac7ca-331b-4629-b3f6-ca8ae9df773e/page","search_url":"https://workshop.closeclaw.top/api/ai/books/447ac7ca-331b-4629-b3f6-ca8ae9df773e/search"},"page":{"printed_page":71,"pdf_page":112,"physical_index":112,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"1aafcbcd01993becb119173e66d79cb8fba5ea25f9116f5d8f4126843a812ac9"},"chapter":"第二章 消费理论","content":"请您自己对您的居室进行个性化！\n\n这一“过分自我指向”的格式(自己对自己进行个性化…亲自等等!)透露了此事的底细。这在不可言说中挣扎着的整个修辞想要说的，正是没有任何人:这种具有坚实特征和特殊重量的绝对价值的“人”，这种被整个西方传统锻造成主体组织神话的，具有其热情、愿望、性格…或平庸的“人”，这个人在我们这个功用宇宙中缺席了，死亡了，被删除了。而要进行“个性化”的正是这个缺席的人，这种迷失了方向的强烈要求。正是这种丧失了的存在要通过符号的力量抽象地重构；它要在被差异减速了的风扇中、在梅塞德兹中、在那“一小束明亮色调”中、在其他上千种被聚集堆积在一起的符号中进行重构以便重新创造出一种综合的个体性，实际上就是要在最具总体性的匿名之中闪耀光芒，因为差异是由那些无名之物限定的。\n\n差异的工业化生产\n\n广告从整体上看没有意义，它只有一些含义。它的含义(及它们唤起的行为方式)从来都不是个性的，而是区别的、边缘的且组合的。也就是说，它们从属于差异的工业化生产——我认为，正是通过这种生产，消费系统被最有力地明确了定义。\n\n人们身上真实的差别使他们成为矛盾的存在。而“个性化着的”差异再也不会把个体相互对立起来，它们都根据某种不确定的等级进行等级划分并向某些范例会聚，它们正是以那些范例为出发点被生产和再生产的。无论怎么进行自我区分，实际上都是向某种范例趋同，都是通过对某种抽象范例、某种时尚组合形象的参照来确认自己的身份，并因而放弃了那只会偶尔出现在与他人及世界的具体对立关系中的一切真实的差别和独特性。区分鉴别的奇迹和悲剧就在于此。于是整个消费进程都受到人为分离出来的范例(比如洗涤剂的商标)的生产所支配，在这种生产中存在着与其他生产领域中相同的垄断性趋势。存在着差异生产的垄断性集中化。\n\n第二章 消费理论\n\n71","previous_page":70,"next_page":72}