马克思主义政治经济学视角下跨境电商平台的跨文化产品传播机制研究

Research on the Cross-Cultural Product Communication Mechanism of Cross-Border E-Commerce Platforms from the Perspective of Marxist Political Economy

摘要: 本文立足马克思主义政治经济学理论，聚焦跨境电商这一核心载体，分析其在推动文化产品跨文化传播过程中的现状、现实问题及优化建议。跨境电商正以前所未有的效率，打破了地理隔阂，突破时空限制，为多元文化提供了展示和交易的舞台，客观上促进了文化产品的跨国贸易。但是，跨境电商在运行的过程中，由于资本的逐利性，资方过度追求利润最大化，导致文化产品呈现同质化倾向，特色文化元素被简化甚至消解。同时，掌握跨境电商平台主导权的资本方，易通过算法推荐、流量倾斜等方式强化特定文化输出，挤压弱势文化的传播空间。针对上述问题，需辩证看待跨境电商对文化产品跨文化传播的双重影响，在利用其数字化效率、拓宽文化传播渠道的同时，必须警惕资本无序扩张对文化多样性的侵蚀。

Abstract: This paper is based on Marxist political economy theory and focuses on cross-border e-commerce as a core vehicle, analyzing its current role in promoting the cross-cultural dissemination of cultural products, along with practical issues and optimization suggestions. Cross-border e-commerce is breaking down geographical barriers and transcending spatial and temporal constraints with unprecedented efficiency, providing a stage for the display and trade of diverse cultures, and objectively facilitating the transnational trade of cultural products. However, in its operation, driven by the inherent profit-seeking motive of capital, there is an excessive pursuit of profit maximization. This leads to a homogenization tendency in cultural products, where distinctive cultural elements are simplified or even eroded. Furthermore, capital entities that control dominant cross-border e-commerce platforms can easily reinforce specific cultural exports through methods like algorithmic recommendations and traffic allocation, exacerbating the risk of cultural hegemony and squeezing the dissemination space for vulnerable cultures. In response to these issues, it is necessary to adopt a dialectical view of the dual impact of cross-border e-commerce on the cross-cultural communication of cultural products. While leveraging its digital efficiency to broaden cultural transmission channels, we must remain vigilant against the erosion of cultural diversity caused by the disorderly expansion of capital.