Daily life

 The consumption that Busia talks about happens in daily life. Daily life "is not just the sum of daily actions, not just the mediocre and repetitive dimensions: it is a system of interpretation," Baudrillard J., The Consumer Society: Myths and Structures, London, Thousand Oaks, New Delhi: Sage Publications , 1998, pp. 34-35, 47. Or it is a meaning system that follows coding rules, and the subject or individual is an effect of this system. Busia declared that in the simulation stage, the rational subject of consciousness corresponding to the industrialized era has ended, and replaced by the unconscious rule dominated by coding. ⑦Baudrillard J., Symbolic Exchange and Death, London, Thousand Oaks, New Delhi: Sage Publications, 1993, p.23, 42. Busia clearly pointed out that there is no individualized subject in the Sartre sense, "subject" and "Identity of the self" is nothing but a myth of the order of production, and even such a mythical imagination has no place in a consumer society. The logical starting point for Busia’s analysis of consumption is not the subject’s need, because the need is neither an inherent feature of the subject nor the real dominator. "Use value and need are only an effect of exchange value. Referred to ( And the object referred to) is only an effect of the signifier.” ⑥Baudrillard J., For A Critique of the Political Economy of the Sign, Telos Press, 1981, p.137, 211. Although in the early days such as "Consumer Society" In the work, Busia did not abandon the priority of the production order, and argued that consumption in daily life is still subordinate to the production order, but Busia's objectivist interpretation of individuals and their needs has never changed. For Busia, the needs of modern consumer individuals have always been the product of an objectified social structure or system. It is an individual's function triggered or constructed by the system according to its internal logic, and its essence is nothing but a symbolic order imposed on the individual. The unconscious social constraints of the individual do not realize that what he desires is just social meaning. Partly similar to Lukács’s argument about materialized consciousness and the Frankfurt school’s theory of false demands, Busia believes that the individual is not the true master of his needs, and that this master may be the daily life dominated by the order of production in his early thought The symbolic order of life consumption, or the super-realistic coding system after Busia declared the end of production (meaning the dominant position in the field of consumption). But Busia did not raise the question of true and false demands. For him, in the era of coding rule, the traditional opposition between true and false has been surpassed. Although he is talking about human alienation on the one hand, on the other hand he seems to contradictory denial of alienation. The key point is that Busia believes that the consumer society completely eliminates the subject in the traditional sense, so this complete alienation is no longer alienation, because there is no opposite of this alienation, that is to say. In a consumer society, even myths about the nature of human beings have no place. Everything is the construction of symbols, and it is no longer possible for people to imagine human alienation by constructing a real human image.