论KOL劳动在数字经济中的劳动性质——基于马克思生产性劳动界定的视角

Discussion on the Labor Nature of KOLs Labor in the Digital Economy—From the Perspective of Marx’s Definition of Productive Labor

摘要: 当前，关键意见领袖(Key Opinion Leader，简称KOL)于多个领域内发挥着重要作用，因此深入探究KOL的劳动性质具有重大意义。基于马克思关于生产性劳动的经典定义，从资本主义生产方式下的生产过程、资本流通以及服务角度来审视可知，KOL的劳动不属于生产性劳动。此外，鉴于KOL劳动可能产生负面影响，相关部门和企业应积极采取措施，合理引导并规范KOL的活动范畴，扬长避短，以确保生产性劳动与KOL等非生产性劳动之间维持合理比例，从而维护经济的持续健康发展。

Abstract: Currently, key opinion leaders (KOLs) occupy a pivotal position across various domains, necessitating a profound examination of the essence of their labor. Drawing upon Marx’s seminal distinctions of productive labor, and from the process of production, circulation of capital and services within the capitalist mode of production, it becomes evident that KOLs’ labor could not be qualified as productive labor. Furthermore, given the potential for KOLs’ labor to exert negative influences, it is imperative for government sectors and enterprises to proactively adopt measures aimed at appropriately guiding and regulating the activities of KOLs. To ensure a judicious equilibrium between productive and unproductive labor, it necessitates harnessing KOLs’ strengths while mitigating their weaknesses, thereby safeguarding the sustained and robust development of the economy.