马克思主义视域下直播电商中的多重异化探析

An Analysis of Multiple Alienations in Livestream E-Commerce from the Marxist Perspective

摘要: 直播电商作为一种新兴的商业模式，在促进消费升级、推动经济发展方面发挥了重要作用。然而，在资本逻辑的主导下，直播电商领域也出现了商品异化、消费者异化、主播异化、社会关系异化以及技术异化等多重异化现象，这些现象不仅背离了直播电商的初衷，也对消费者权益、市场秩序和社会价值观造成了负面影响。本文从马克思主义异化理论出发，深入探讨了直播电商中多重异化的表现、根源及其消解路径。

Abstract: As an emerging business model, livestream e-commerce has played a significant role in promoting consumption upgrading and driving economic development. However, under the dominance of the capital logic, multiple alienation phenomena have emerged in the field of livestream e-commerce, such as commodity alienation, consumer alienation, live-streamer alienation, social relation alienation, and technological alienation. These phenomena not only deviate from the original intention of livestream e-commerce but also have a negative impact on consumers’ rights and interests, market order, and social values. Starting from the Marxist theory of alienation, this paper deeply explores the manifestations, roots, and ways to eliminate the multiple alienations in livestream e-commerce.