马克思经济哲学视域下电商直播的资本逻辑与劳动异化研究

A Study on the Capital Logic and Labor Alienation of E-Commerce Live Streaming from the Perspective of Marxist Economic Philosophy

摘要: 中国电商直播行业已发展成为一个规模数万亿的庞大经济体，其繁荣表象之下，潜藏着深刻的资本运行逻辑与复杂的社会关系。本文以马克思经济哲学为核心分析框架，聚焦于剩余价值攫取、商品拜物教、劳动异化等关键理论，对当下中国的电商直播经济进行系统性剖析。研究发现，电商直播作为一种新型的生产方式，它通过构建“情感–数字拜物教”掩盖了人与人之间真实的社会关系；主播被塑造为新型的“数字无产阶级”，其劳动过程呈现出深度的异化特征；并通过平台抽成、算法控制等方式，实现了对主播“活劳动”所创造的剩余价值的高效攫取。本文旨在揭示电商直播经济光鲜表象背后的资本本质与人的生存境遇，为理解数字资本主义时代的社会经济形态提供一个批判性的理论视角。

Abstract: China’s e-commerce livestreaming industry has grown into a massive, multi-trillion-dollar economy. Beneath its facade of prosperity lies a profound logic of capital operations and complex social relations. This article, drawing on Marxist economic philosophy as its core analytical framework, focuses on key theories such as surplus value extraction, commodity fetishism, and labor alienation, systematically analyzing China’s current e-commerce livestreaming economy. The study finds that, as a new mode of production, e-commerce livestreaming obscures the true social relationships between people through the construction of “emotional-digital fetishism”. Livestreamers are portrayed as a new type of “digital proletariat”, whose labor process exhibits profound alienation. Furthermore, through platform commissions and algorithmic manipulation, the surplus value created by livestreamers’ “living labor” is efficiently extracted. This article aims to reveal the capitalist nature and human survival conditions behind the glamorous appearance of the e-commerce livestreaming economy, providing a critical theoretical perspective for understanding the socioeconomic landscape of the digital capitalist era.