数字营销的资本逻辑与数字劳动异化——马克思主义视角的批判与重构

The Capital Logic and Labor Alienation of Digital Marketing: A Marxist Perspective of Criticism and Reconstruction

摘要: 随着大数据、人工智能与平台经济的深度融合，数字营销已成为数字时代价值创造的关键驱动力。然而，在其技术理性之下隐藏着新的资本逻辑：用户数据、注意力与情感被转化为可交易的资产。本文基于马克思异化劳动理论，从数据资本化、算法规训与注意力剥削三个方面分析数字营销的运作机制，并重新阐释其中的产品异化、过程异化、类本质异化与社会关系异化。最后，提出以数据权益、算法透明与价值再分配为核心的“以人为本”治理路径。研究旨在揭示数字营销如何在网络空间再生产资本逻辑，并探讨马克思主义政治经济学对实现人本治理的理论意义。

Abstract: With the deep integration of big data, artificial intelligence, and platform economy, digital marketing has become the core driving force of value creation in the digital era. However, beneath its technical rationality lies a new form of capitalist logic, in which user data, attention, and emotions are transformed into tradable assets. Based on Marx’s theory of alienated labor, this paper analyzes the mechanisms of data capitalization, algorithmic discipline, and attention exploitation, and reinterprets the four dimensions of alienation—product, process, species-essence, and social relations—within digital marketing practices. Finally, it proposes a people-centered governance path emphasizing data rights, algorithm transparency, and value redistribution. The study aims to uncover how digital marketing reproduces capitalist logic in cyberspace and how Marxist political economy can provide theoretical guidance for realizing human-centered digital governance.