后现代理论家鲍曼认为，后现代性就是流动的现代性，后现代社会是一个消费社会，消费的性质和消费态度发生了根本性的变化，人们的自由依赖于其消费能力，符号消费成为消费社会的特点，社会控制模式以诱惑取代镇压，消费者被难以逾越的消费欲望的霸权所统治。因此，在后现代的消费社会，欲望是一切流动性和不确定的根本原因。流动的后现代性中的消费方式并没有带来安全和满足，而是越来越大的困惑与焦虑，传统的价值观和美德也逐渐消失殆尽。在后现代的消费社会中，消费者只有通过寻求个人的解决方案，才能获得自由与解放和个体身份的构建。%According to the postmodern theorist Zygmunt Bauman,post-modernity is the liquid modernity characterized as a consumer society,in which the nature of consumption and consumer attitude undergoes fundamental changes.The individual freedom is dependent on the consuming competence,thus symbol consumption features the consumer society,and seduction, in place of suppression,turns out to be the dominating mode of social control.Consequently,desire and wish constitute the root causes of the liquidity and uncertainty in consumer society.The consuming mode in post-modernity does not lead to security and satisfaction,but the increasing bewilderment and anxiety,and the traditional values and virtue are fading away.Therefore,for consumers in the postmodern society,it is only through their individual pursuit and efforts that they can ultimately seek the ways to achieve their freedom and emancipation,as well as the construction of personal identity.
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