The Generative Logic and Resolution Pathways of Consumption Alienation in the Era of Digital Capitalism: A Production-Oriented Perspective

In the era of digital capitalism, consumption activities increasingly deviate from people's genuine needs, while the alienation of consumption continues to expand and manifest in a series of new forms and characteristics. Critique of consumption alienation in the era of digital capitalism must transcend superficial appearances and delve into the underlying logic of production to discern the deep-seated drivers of alienation and grasp the true direction of struggle. The root of consumption alienation under digital capitalism lies in the process of digital labor—as productive consumption—and platform capital accumulation. This paper approaches the subject from a production perspective, exploring the theoretical origins, contemporary manifestations, and generative mechanisms of consumption alienation in the era of digital capitalism. The research aims to critically examine and reflect upon the issue of consumption alienation in this era, while exploring potential pathways to transform digital consumption from an alienated, manipulated tool for capital appreciation into a subject-oriented activity that fulfills genuine, rational human needs and promotes free, comprehensive human development.