符号、算法与身份建构：青年在直播电商中“即时满足”的伦理困境与规范路径

Symbols, Algorithms and Identity Construction: The Ethical Dilemma and Normative Path of “Instant Gratification” among Youth in Live-Streaming E-Commerce

摘要: 本文以青年在直播电商中的“即时满足”消费为研究对象，探讨符号、算法与身份建构的互动关系。揭示了平台通过符号化叙事构建消费幻象，并利用算法技术精准引导欲望，导致青年在“赋魅–祛魅”循环中持续支付“幻想税”，陷入身份认同危机。本文通过构建“符号–算法–身份”三位一体的分析框架，系统阐释了这一伦理困境的生成机制，指出资本与技术逻辑的深度耦合是问题根源。为此，本文提出了一个由政府、平台与青年协同的治理体系，从理念、技术与制度多维度规划了帮助青年重建消费自主性的规范路径。

Abstract: This article takes the “instant gratification” consumption of young people in live-streaming e-commerce as the research object, and explores the interactive relationship between symbols, algorithms and identity construction. It reveals that the platform builds a consumption illusion through symbolic narrative and precisely guides desires by using algorithmic technology, causing young people to continuously pay the “fantasy tax” in the “enchantment-disenchantment” cycle and fall into an identity crisis. By constructing a trinity analytical framework of “symbol-algorithm-identity”, this article systematically explains the generation mechanism of this ethical dilemma and points out that the deep coupling of capital and technological logic is the root cause of the problem. Therefore, this article proposes a governance system involving the government, platforms and young people, and plans a normative path to help young people rebuild their consumption autonomy from multiple dimensions of ideology, technology and system.