Under the digital wave, the deep intertwining of capitalist logic and sign-value has spawned a dual alienation in the consumer era: new forms such as the sign cocoon constructed by algorithmic recommendations and the frictionless consumption of digital payments create a closed loop between consumption alienation (capital manipulating individuals through signs) and mental alienation (individuals actively accommodating alienation due to ego-attachment – ātma-grāha). Individuals become mired in identity anxiety and spiritual emptiness. A single theoretical perspective struggles to fully parse this complex dilemma: While Marxist alienation theory profoundly reveals how capitalist logic shapes social structures, it insufficiently explains the psychological mechanism of individuals active participation in alienation. Zen wisdom of breaking attachments (po zhi) can see through the illusions of attachment to self (ren wo zhi, pudgala-ātma-grāha) and attachment to dharmas (fa wo zhi, dharma-ātma-grāha), but struggles to address the social structural roots of alienation. This study employs interdisciplinary dialogue, placing Marxist alienation theory (focusing on social structure critique and historical change) and Zen thought (emphasizing individual mental awakening and inner transcendence) within the same analytical framework. It reveals their complementarity in critical targets (resolving alienation) and paths to liberation (external transformation and internal awakening): The sign domination shaped by capitalist logic requires breaking external shackles through social structural change (e.g., regulating capital operation, constructing a reasonable market order). Meanwhile, the materialistic delusions bred from ego-attachment require achieving inner clarity through mindful consumption (zheng nian xiao fei) and wisdom through deconstructing attachments (po zhi guan hui). This dual-path approach, addressing both internal and external dimensions, provides an integrated perspective for understanding the dual alienation of the digital consumer era and offers theoretical guidance and practical possibilities for individuals to break free from alienated constraints and regain their subjectivity.
Chunxi Hu (Mon,) studied this question.