数字时代电商直播劳动的价值创造与挑战

Value Creation and Challenges of E-Commerce Live Streaming Labor in the Digital Era

摘要: 在数字经济蓬勃发展的时代，电商直播的“情感流通劳动”成为新型劳动形式，本文以马克思主义劳动价值论为框架，系统剖析数字时代电商直播劳动的价值创造机制及其存在困境。电商直播从业者通过情感表演与信任建构，将人类情感商品化，极大加速了资本流通与剩余价值实现。这一过程遵循双重逻辑：对资本而言，提升剥削效率；对劳动者而言，其多维度的智力、体力与情感投入凝结为抽象劳动，却在平台算法的隐蔽控制下面临深刻异化。电商主播深陷情感剥离、关系危机、价值剥夺与权益缺失等多重困境。为此，本研究提出应从政策保障、行业治理、个人发展与多元共治四个维度构建系统性解决方案，以推动形成更加公平、健康的电商平台，为实现平台经济高质量发展与劳动者权益保障的平衡提供理论参考与实践路径。

Abstract: In the era of the vigorous expansion of the digital economy, “emotional circulation labor” in e-commerce live streaming has emerged as a novel form of labor. Using Marxist labor theory of value as its analytical framework, this study systematically examines the value creation mechanism and inherent dilemmas of e-commerce live streaming labor in the digital age. Practitioners commodify human emotions through emotional performance and trust building, significantly accelerating capital circulation and the realization of surplus value. This process adheres to a dual logic: for capital, it enhances the efficiency of exploitation; for laborers, their multidimensional intellectual, physical, and emotional inputs congeal into abstract labor, yet they face profound alienation under the concealed control of platform algorithms. E-commerce streamers are entrenched in multiple predicaments, including emotional dissonance, relational crises, value expropriation, and lack of rights protection. Consequently, this research proposes a systematic solution encompassing four dimensions—policy safeguards, industry governance, personal development, and multi-stakeholder governance—to foster a fairer and healthier e-commerce platform ecosystem. This endeavor aims to provide theoretical insights and practical pathways for balancing the high-quality development of the platform economy with the protection of laborers’ rights and interests.