马克思主义消费理论视角下电商直播营销的消费异化与治理策略探析

Analysis of Consumption Alienation and Governance Strategies in E-Commerce Live Streaming Marketing from the Perspective of Marxist Consumption Theory

摘要: 在全球数字化转型加速的背景下，电商直播以其即时互动性和高度个性化推荐成为推动消费的重要力量。然而，这种新型消费模式也催生了消费者主体性削弱、真实需求被符号价值所替代、社交关系物化以及对生态环境造成负担等显著的消费异化现象。这些异化现象根源于技术赋权下的资本操纵、情感劳动商品化以及通过数字技术实现时空压缩的平台资本主义模式等。为应对上述挑战，本文从监管层面、平台责任、消费者教育到文化层面提出了系统性的解决措施，包括强化法律监管、优化算法伦理、加强主播培训及推广适度消费理念等，力求遏制消费异化的趋势，推动形成更加公平和谐的社会消费环境。

Abstract: Against the backdrop of accelerating global digital transformation, live-streaming e-commerce has emerged as a significant driver of consumption, leveraging its real-time interactivity and highly personalized recommendations. However, this new consumption model has also given rise to notable phenomena of consumption alienation, including the erosion of consumer agency, the substitution of genuine needs with symbolic value, the commodification of social relationships, and the increased burden on the ecological environment. These alienating phenomena stem from capital manipulation enabled by technological empowerment, the commodification of emotional labor, and the platform capitalism model that achieves time-space compression through digital technologies. To address these challenges, this paper proposes systematic solutions spanning regulatory frameworks, platform accountability, consumer education, and cultural dimensions. These measures include strengthening legal oversight, optimizing algorithmic ethics, enhancing streamer training, and promoting the concept of moderate consumption, aiming to curb the trend of consumption alienation and foster a fairer and more harmonious social consumption environment.