波德里亚(也曾译为鲍德里亚)是当代富兰克福学派的重要人物,也是后现代主义思潮的代表性人物。受结构主义之父索绪尔影响,波德里亚认为人们对物的消费实质上是对物背后所承载符号意义的消费。在他的著作《消费社会》一书透过对符号价值的讨论,说明当代消费文化的基础已不局限于需求之上,强调消费背后的符号逻辑,取代以往的使用与交换价值的政治经济学逻辑。在波德里亚的消费观中,每一种商品都抽象为一种符号,成为被购买与消费的对象。 Baudrillard (also translated as Baudrillard) is an important figure in the contemporary Frankfurt School and also a representative figure in the post-modernist trend of thought. Influenced by the son of structuralism, Saussure, Baudrillard believes that people’s consumption of things is essentially the consumption of symbolic meaning behind the objects. In his book Consumer Society, a discussion of the value of symbols reveals that the foundations of a contemporary consumer culture are not confined to demand but emphasize the symbolic logic behind consumption, replacing the political economy that used and exchanged value in the past logic. In Baudrillard’s view of consumption, every commodity is abstracted as a symbol and becomes the object of purchase and consumption.