马克思主义理论视角下的直播带货现象研究

Research on the Phenomenon of Live Streaming Sales from the Perspective of Marxist Theory

摘要: 本文基于马克思主义政治经济学理论框架，系统剖析了直播带货现象的本质特征与社会影响。研究指出，直播带货通过情感互动与场景建构，在表面上消解商品神秘性的同时，实则深化了商品拜物教，催生了主播拜物教与数据拜物教等新形态。同时，主播的表演性劳动呈现出全面异化特征，其创造的剩余价值被平台与机构以隐蔽方式占有。直播带货通过特定的成功叙事和消费引导，重塑了社会价值观念与市场运行逻辑。这些机制共同体现了数字资本在当代社会中的深刻影响与结构性渗透。

Abstract: Based on the theoretical framework of Marxist political economy, this article systematically analyzes the essential characteristics and social impacts of the live-streaming sales phenomenon. The study points out that while live streaming sales ostensibly dispel the mystique of commodities through emotional interaction and scene construction, they actually deepen commodity fetishism, giving rise to new forms such as anchor fetishism and data fetishism. At the same time, the performative labor of anchors exhibits comprehensive alienation characteristics, and the surplus value they create is concealedly appropriated by platforms and institutions. Live streaming sales reshape social values and market operation logic through specific successful narratives and consumption guidance. These mechanisms collectively reflect the profound influence and structural penetration of digital capital in contemporary society.