马克思主义异化劳动理论视域下电商主播的劳动困境研究

Research on the Labor Dilemma of E-Commerce Live Streamers from the Perspective of Marxist Theory of Alienated Labor

摘要: 数字经济的蓬勃发展推动电商平台成为新型劳动空间，电商直播带货是近年来发展势头最强劲的新兴行业。基于马克思主义异化劳动理论，对电商主播的劳动过程展开研究，发现其在劳动产品、劳动活动、人类本质及人际关系四个维度呈现出劳动异化，使得电商主播面临劳动困境。这些异化产生的主要根源在于平台资本的逐利性、算法技术的控制、主播自身的认知局限等。为规范以电商直播为代表的新业态，进一步为电商主播营造良好的职业生态环境，需要完善相应的法律法规、以技术治理破除算法的控制逻辑、提升主播素质从而突破其个体局限性。

Abstract: The rapid development of the digital economy has propelled e-commerce platforms to become new spaces of labor. Live-streaming e-commerce has emerged as one of the most vigorously growing industries in recent years. Based on Marx’s theory of alienated labor, this study examines the working conditions of e-commerce streamers, revealing their alienated labor across four dimensions: product of labor, labor activity, species-essence, and human relations, resulting in significant labor dilemmas. The fundamental causes of this alienation stem from three key factors: the profit-driven nature of platform capitalism, the control of algorithmic technology, and streamers’ own cognitive constraints. To effectively regulate this new employment model epitomized by live-streaming commerce and cultivate healthier professional ecosystems for streamers, we must: strengthen legal frameworks and regulations, eliminate the algorithmic control logic via technical governance, and enhance streamers’ professional competencies to transcend individual limitations.