Abstract: According to Baudrillard,consumption in a consumer society is not meant to satisfy the needs.Instead,it is a process of making social distinctions.Justified needs in the traditional theory of consumption covers up the social political purposse of production,making the needs supportive of the capitalist ideology.Likewise,Marxist fetishist theory fails to reveal the nature of capitalist ideology because of its predetermined true subject and needs.A thorough revelation of the ideology in a consumer society has to be achieved from the perspective of semiotics.Constructing theories of critique in semiotic political economics may point to the value and form of the symbol.

Key words: Baudrillard, consumer society, ideology, semiiotic

摘要： 鲍德里亚认为,在消费社会中消费不是对需要的满足,而是对符号编码进行社会区分的过程,传统的消费理论用需要的合法性遮蔽了生产的社会政治目的性,成为资本主义意识形态的支撑物。在他看来,马克思的拜物教理论由于预设了真实的主体及需要,同样没有揭露资本主义意识形态本质;要彻底解码消费社会意识形态就必须进入符号学视阈,通过构建符号政治经济学批判理论将矛头指向符号价值与符号形式。对鲍德里亚的这一理论我们要客观地分析、辩证地看待。

关键词: 鲍德里亚, 消费社会, 意识形态, 符号