数字–情感拜物教视域下电商直播行业的主体异化研究

Subject Alienation in the E-Commerce Live Streaming Industry from the Perspective of Digital-Emotional Fetishism

摘要: 电商直播作为数字经济时代的重要业态，在激发市场活力、促进灵活就业、助力乡村振兴等方面发挥了显著的积极作用，并为中小商户与偏远地区生产者提供了全新的市场机遇。本文在此现实背景下，基于马克思主义异化理论，提出“数字–情感拜物教”这一核心概念，系统剖析电商直播行业在高速发展中所呈现的异化现象。研究揭示，在资本逻辑与算法控制下，平台、主播与消费者陷入三重异化：平台依附于算法运行，主播的创造性劳动异化为受规训的“数字劳动”，消费者的休闲与决策则被转化为具有生产性的“产消”行为。真实的社会关系被扭曲为功利性的数据交换。为破解困境，本文从制度规制、平台责任与主体觉醒三个维度，提出了重构数据产权、推动算法向善、提升数字素养等治理路径，旨在重建人的主体性，为行业的规范发展与持续繁荣提供理论参考。

Abstract: As an important sector in the era of the digital economy, e-commerce live streaming has played a significant and positive role in stimulating market vitality, promoting flexible employment, and supporting rural revitalization, while also providing entirely new market opportunities for small and medium-sized merchants and producers in remote areas. Against this backdrop, based on Marx’s theory of alienation, this article proposes the core concept of “digital-emotional fetishism” and systematically analyzes the alienation phenomena emerging in the rapidly developing e-commerce live streaming industry. The study reveals that under capital logic and algorithmic control, platforms, streamers, and consumers experience triple alienation: platforms depend on algorithmic operation, streamers’ creative labor is alienated into disciplined “digital labor”, and consumers’ leisure and decision-making are transformed into productive “prosumer” behaviors. Genuine social relationships are distorted into utilitarian data exchanges. To address these challenges, the article proposes governance pathways from three dimensions: institutional regulation, platform responsibility, and subject awareness, including restructuring data property rights, promoting ethical algorithms, and enhancing digital literacy, aiming to rebuild human subjectivity and provide theoretical guidance for the standardized development and sustainable prosperity of the industry.