数字异化：电子商务平台中“产消者”的劳动本质研究——基于马克思主义理论的批判视角

Digital Alienation: A Study on the Labor Essence of “Prosumers” in E-Commerce Platforms—A Critical Perspective Based on Marxist Theory

摘要: 本文以马克思主义理论作为深入分析的基础框架，旨在全面探讨在电子商务平台环境中，“产消者”(Prosumer)这一新型劳动者群体所面临的劳动异化现象。通过对平台算法如何深度渗透到劳动过程的细致剖析，以及对数据资本如何利用劳动价值的具体机制的详尽探讨，本文力图揭示在当代生产关系背景下，数字异化所呈现出的全新表现形式。研究发现，产消者是在电子商务平台的生态系统内同时具有生产和消费双重角色的经济个体，其劳动在数字技术的强烈裹挟和影响下，不可避免地呈现出显著的异化特征。这些异化特征主要体现在以下几个方面：首先是劳动主体性的逐渐消解，产消者在平台规则和算法的操控下，自主性和创造性受到严重压制；其次是劳动过程的碎片化，数字技术的应用使得劳动被切割成零散的任务，缺乏整体性和连贯性；最后是劳动成果的资本化剥离，产消者所创造的价值在很大程度上被平台和数据资本所占有，自身难以享受到应有的劳动回报。基于上述分析，本文强烈呼吁社会各界重视并重构数字劳动的伦理规范，旨在通过建立更加公正合理的劳动制度，促进数字时代劳动者的全面发展，最终实现人的自由与解放。

Abstract: This paper employs Marxist theory as the foundational framework for in-depth analysis, aiming to comprehensively explore the phenomenon of labor alienation faced by the emerging labor group of “prosumers” within the context of e-commerce platforms. Through a meticulous examination of how platform algorithms deeply penetrate the labor process and a detailed discussion of the specific mechanisms through which data capital exploits labor value, this study seeks to reveal the novel manifestations of digital alienation against the backdrop of contemporary production relations. The research finds that prosumers, as economic individuals within the ecosystem of e-commerce platforms who simultaneously assume the dual roles of producer and consumer, inevitably exhibit significant characteristics of alienation in their labor under the profound influence of digital technology. These alienating features are primarily reflected in the following aspects: first, the gradual erosion of labor subjectivity, where the autonomy and creativity of prosumers are severely constrained by platform rules and algorithmic control; second, the fragmentation of the labor process, as the application of digital technology divides labor into disparate tasks, lacking coherence and continuity; and finally, the capitalist appropriation of labor outcomes, whereby the value created by prosumers is largely expropriated by platforms and data capital, making it difficult for them to enjoy due returns for their labor. Based on this analysis, the paper strongly calls for societal attention to and the reconstruction of ethical norms for digital labor, with the goal of establishing a more just and equitable labor system to promote the comprehensive development of workers in the digital age and ultimately achieve human freedom and emancipation.