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The Back Bite
反噬项目介绍/Intruduction
麦当劳化在全球范围内持续蔓延，成为现代社会合理化趋势的象征。它在提供便利与效率的同时，也带来了诸多问题。其本质正是马克斯·韦伯所提出的“形式合理化”，即工具理性的统治。人们日渐生活在彻底理性化的世俗体系中，价值理性被工具理性所取代，宇宙意义不再被追问，终极价值沦为“经济人”难以挣脱的枷锁。在实用主义与功利主义的主导下，一切道德规范都逐渐失去立足之地。这种工具理性的盛行，虽带来秩序与效率，却也在潜移默化中对社会与人类精神造成了反作用。
本作品以第一人称3D动画影像为形式，通过“搜寻”的旅程引导观众进入一个形式合理化的虚构世界。在这场注定“一无所获”的旅途中，观众将体验到一种理性世界中的荒谬与虚无，从而引发对现代社会结构的深层反思。这不仅是对形式合理化的批判，也是对当下价值缺失状态的思辨。
在创作语言上，作品试图以空间叙事展开表达：不同的空间承载着不同的象征意义。材质方面刻意回避写实与光追等真实渲染效果，而选择构建一个“虚假”“干净”“过度理性”的世界，以强调其与现实情境之间的抽离与断裂。作品中还穿插了多个富有隐喻意义的元素，如天秤象征平衡与控制，椅子象征权力与制度等，它们共同构建了一个看似有序却令人迷失的精神空间。
As McDonaldization continues to expand globally, it has become a powerful symbol of modern rationalization. While it brings convenience and efficiency, it also raises a number of concerns. At its core lies what Max Weber described as formal rationality—the dominance of instrumental reason. People increasingly live within a secular world governed by rational principles, where instrumental rationality replaces value-based reasoning. The search for cosmic meaning becomes obsolete, ultimate values turn into shackles for the "economic man," and moral norms lose their relevance under utilitarian and pragmatic worldviews. This seemingly progressive rationalization process can, in fact, exert a subtle yet profound counter-effect on society and the human spirit.
This work is a first-person 3D animation that presents a journey through a world shaped by formal rationality. Through the act of searching—ultimately ending in futility—the viewer is drawn into an absurd yet thought-provoking landscape, prompting reflection on the consequences of living in a hyper-rationalized world. The lack of resolution is itself a critique of formal rationality, revealing its emptiness and spiritual cost.
Creatively, the piece explores spatial narrative: different environments embody different symbolic meanings. The visual style intentionally abandons realism, ray tracing, and other hyper-detailed rendering effects. Instead, it constructs an artificial, pristine, and sterile world—an aesthetic choice that mirrors the cold logic of rationalization. Symbolic elements are embedded throughout the animation: for example, the scale represents balance and control, while the chair symbolizes power and authority. These elements collectively construct a pseudo-logical yet disorienting spiritual space.