算法凝视下的容貌规训：电商平台个性化推荐对用户身体意向的影响研究

Appearance Discipline under the Gaze of Algorithms: A Study on the Impact of Personalized Recommendations of E-Commerce Platforms on Users’ Body Intentions

摘要: 本研究依据福柯的身体理论展开，对电商平台个性化推荐算法针对用户身体意向的规训机制进行剖析，研究得出，算法系统地收集用户行为轨迹以及生物特征，构建起全景式的身体数据库，此种数据化方式重塑了用户对自身身体的认知，还极大地改变了其消费实践，这种规训机制所产生的社会效应进一步体现为审美资本的阶层分化。深入剖析这一现象，研究说明其本质是一种“柔性控制”，用户在享受个性化服务带来的舒适体验之时，将算法的规训力量进行了内化，最终致使用户的主体性解构、身体异化。

Abstract: This study draws on Foucault’s theory of the body to examine the disciplinary mechanism of the personalized recommendation algorithms employed by e-commerce platforms in shaping users’ body intentions. The research demonstrates that these algorithms systematically aggregate users’ behavioral trajectories and biometric characteristics to construct a panoptic body database. This data-driven approach has not only reconfigured users’ perceptions of their own bodies but also profoundly transformed their consumption practices. The social effects emanating from these disciplinary mechanisms at both the technical and user behavior levels are further manifested as the stratification of aesthetic capital. A deeper analysis of this phenomenon reveals that its essence lies in a form of “flexible control”. While users derive comfort from the personalized services provided, they simultaneously internalize the disciplinary power of the algorithm, leading ultimately to the deconstruction of user subjectivity and the alienation of their bodies.