直播盲拆中“拆盒快感”对商品使用价值的僭越——基于马克思劳动价值论分析

The Encroachment of the “Unboxing Thrill” on Commodity Use-Value in Live-Streamed Blind Unboxing—An Analysis Based on Marx’s Labor Theory of Value

摘要: 直播盲拆作为直播技术与盲盒经济结合的产物，以其未知性、互动性以及仪式性的核心特征，能够为消费者带来独特的“拆盒快感”。基于马克思劳动价值论视角，这种快感对商品的使用价值产生了僭越，表现为使用价值消隐、拆盒快感成为消费核心以及交换价值与拆盒快感异常绑定。同时，资本通过制造未知陷阱、强化拆盒仪式感，将拆盒快感融入增殖链条，从而导致消费者需求异化、资源浪费等问题。因此，调动社会多方力量协同规范直播盲拆市场秩序刻不容缓。

Abstract: As a product combining live-streaming technology and blind box economics, live-streamed blind unboxing, with its core characteristics of unknownness, interactivity, and ritualization, provides consumers with a unique “unboxing thrill”. From the perspective of Marx’s labor theory of value, this thrill encroaches upon the commodity’s use-value. This encroachment manifests as: the fading into obscurity of use-value; the unboxing thrill becoming the core focus of consumption; and the abnormal binding of exchange-value to the unboxing thrill. Simultaneously, capital integrates this unboxing thrill into the circuit of valorization by manufacturing “unknown traps” and intensifying the ritualistic nature of unboxing. This process leads to problems such as the alienation of consumer demand and resource wastage. Consequently, it is imperative to mobilize coordinated efforts from multiple societal forces to regulate the market order of live-streamed blind unboxing.