电商直播促进残疾人社会融合的实现路径与机制研究

Study on the Implementation Pathsand Mechanisms of E-Commerce Live Streaming Promoting the Social Integration of People with Disabilities

摘要: 在数字经济时代，电商直播的蓬勃发展为破解残疾人社会融合难题提供了新的契机。本研究以企业“残疾人之家”的直播电商实践为案例，探讨其如何促进残疾人的社会融合。研究发现，电商直播通过经济参与、社交拓展和心理认同三条关键路径，有效帮助残疾人实现从“被救助者”向“价值创造者”、从“社会隔离”向“网络节点”、从“残疾标签”向“主播/手艺人身份”的转变。深入剖析其内在逻辑，赋能、连接与认同三大机制共同构成了融合的核心驱动力：赋能机制通过技能培训与经济回报赋予其能力与信心；连接机制通过构建内外社会网络打破其孤立状态；认同机制则通过“优势可见性”场域促成其积极的自我身份重构。本研究结论为创新残疾人社会工作服务模式、发挥企业在社会融合中的积极作用提供了理论依据与实践启示。

Abstract: In the era of digital economy, the rapid development of e-commerce live streaming has provided new opportunities to address the challenge of social integration for persons with disabilities. This study takes the live streaming e-commerce practice of an enterprise-based “Home for the Disabled” as a case study to explore how it promotes the social integration of persons with disabilities. The research finds that e-commerce live streaming effectively helps persons with disabilities transition from “recipients of aid” to “value creators” from “social isolation” to “network nodes” and from the “disability label” to the identity of “streamer/artisan” through three key pathways: economic participation, social expansion, and psychological identification. Analyzing the internal logic, three mechanisms—empowerment, connection, and identification—jointly constitute the core driving force for integration: the empowerment mechanism provides them with capabilities and confidence through skills training and economic returns; the connection mechanism breaks their isolation by constructing internal and external social networks; and the identification mechanism facilitates the reconstruction of a positive self-identity through a “visibility of strengths” field. The conclusions of this study provide a theoretical basis and practical insights for innovating social work service models for persons with disabilities and leveraging the active role of enterprises in social integration.