Abstract：Based on Foucault’s outlook of power/knowledge，the study goes beyond professional subjects and does the all-inclusive and large time span archaeology of consumer’s subjectivity in one century, and examines the current consumer’s subjectivity. The results show that the consumer’s subjectivity suffers from continuous loss along with the historical marketing paradigm shift because of the influence of power and knowledge. The consumer’s subjectivity is relatively integrated under the functionalist paradigm; the consumer’s subjectivity starts to lose under the marketing management paradigm; the consumer’s subjectivity exists widely with the self-gaze and self-adjustment; the consumer’s subjectivity enhances further the self-gaze and the self-management under the network co-creation paradigm, the consumer lives in a heterogeneous room. The results also suggest that consumers are suffering from the subjectivity’s dilemma because of the co-existence of four marketing paradigms in the reality, and then provide a feasible framework for reconstructing the consumer’s subjectivity according to the two self-technologies including parrhesia and authoring as well as inter-subjectivity thought.
