从20世纪70年代开始，以互联网、大数据、云计算为代表的数字技术的诞生和广泛应用，宣告了数字时代的开启，资本形态也随之进入当代新型表现形式——数字资本(Digital Capital)。数字的资本化、资本的数字化，以及数字资本对生活世界的广泛渗透，致使数字拜物教现象在当代社会中不可避免地产生。因此，揭示数字拜物教的本质内涵、破解数字拜物教之谜、找寻消解数字拜物教的可能路径，成为当前重要的思想课题和现实任务。

马克思的拜物教理论是马克思思想中重要的一部分，是马克思在批判现代社会的资本主义本质过程中形成的思想理论结晶。《资本论》作为马克思理论体系的重要里程碑，系统呈现了拜物教批判理论的完整形态。通过对资本主义经济体系的结构性分析，马克思以商品拜物现象为切入点，揭示了资本主义生产关系的社会本质。其理论建构明确指出：只有在大力发展社会生产力和彻底消除私有制的基础上，才可实现拜物教意识形态的消解，实现人的自由全面发展。就当代现实语境而言，在资本增值逻辑持续主导全球格局的背景下，随着资本主义运行机制的发展变化，商品崇拜的具象化表征已呈现出多维度的异化形态。重审《资本论》的拜物教理论，不仅有助于解析当代学术研究中对新型商品拜物教的理论阐释谱系，更能深入认知数字化资本范式催生的新形态崇拜机制，从而为准确辨识和应对社会主义市场经济实践中的拜物现象确立科学的方法论坐标。

本文以《资本论》中的拜物教理论为基础，重新审视当代资本主义社会中的数字拜物教带来的影响，分析了数字拜物教的内涵、生成逻辑及其矛盾体现，指出数字拜物教导致了主体自我量化、消费异化和数字垄断等问题，指出要想最终促进人类自由而全面的发展与实现人类解放就必须坚持中国共产党的全面领导以及马克思主义拜物教批判理论的科学指导，加强主体性塑造树立主体意识、提升数字治理效能、构建数字命运共同体。这种系统性的实践框架既构成了破解数字拜物教现象的方法论体系，也为深化数字资本批判理论研究提供了实践向度，最终实现让数字技术为人的全面发展服务。

Since the 1970s, the emergence and widespread application of digital technologies such as the Internet, big data, and cloud computing marked the advent of the digital era. In this context, capital has evolved into a new form of contemporary expression: digital capital. The capitalization of digital technologies, the digitization of capital, and the deep penetration of digital capital into the fabric of everyday life have contributed to the inevitable emergence of the phenomenon known as digital fetishism in contemporary society. Consequently, uncovering the essence of digital fetishism, demystifying its operation, and exploring viable paths for its resolution 2The theory of fetishism constitutes a central component of Marxist thought and represents the theoretical crystallization of Marx’s critique of the capitalist mode of production in modern society. As a major milestone in the development of Marx’s theoretical system, Capital offers a systematic exposition of the critical theory of fetishism. Through a structural analysis of the capitalist economic system, Marx employed the phenomenon of commodity worship as a conceptual entry point to reveal the underlying social relations embedded in capitalist production. His theoretical construction demonstrates that dismantling fetishistic ideology and achieving human beings' free and comprehensive development is attainable only through the vigorous advancement of productive forces and the eventual abolition of private ownership.

In contemporary reality, under the continued dominance of capital’s value-augmenting logic on a global scale and the deepening sophistication of capitalism’s operational mechanisms, the symbolic manifestation of commodity worship has assumed increasingly complex and alienating forms. Reexamining the theory of fetishism as articulated in Capital facilitates the theoretical examination of the diverse landscape of contemporary interpretations concerning new forms of commodity fetishism. Moreover, it offers critical insight into the novel mechanisms of ideological mystification emerging from the digital capital paradigm, thereby providing a rigorous methodological framework for recognizing and addressing the phenomenon of fetishism within the evolving context of the socialist market economy.

Grounded in the theory of fetishism elaborated in Capital, this paper re-examines the manifestations and implications of digital fetishism in contemporary capitalist society. It analyzes its essential connotation, generative logic, and internal contradictions, arguing that digital fetishism gives rise to a series of socio-ideological problems, including subjective self-quantification, consumer alienation, and the emergence of monopolistic digital capitalism. This paper argues that, to ultimately promote the free and comprehensive development of human beings and realize human emancipation, it is imperative to uphold the comprehensive leadership of the Communist Party of China (CPC) and the theoretical guidance of the Marxist critique of fetishism. It further advocates for the cultivation of subjectivity and the awakening of subjective consciousness, the strengthening of digital governance capacity, and the collective construction of a digitally shared future. This integrative and systematic framework constitutes not only a viable methodology for deconstructing digital fetishism but also a practical roadmap for advancing the critical study of digital capital and ensuring that digital technologies genuinely serve the full development of humanity.