表象与本质：电商评论区的物化现象与数字劳动批判

Appearance and Essence: The Phenomenon of Commodification and Critique of Digital Labor in E-Commerce Comment Sections

摘要: 本文立足于马克思主义政治经济学批判范式，对电子商务评论区这一数字时代典型现象展开深度剖析。研究运用物化理论与劳动异化理论，揭示评论区在“用户分享”表象下作为数字劳动场域的本质特征。研究系统论证了评论数据如何经历物化过程而成为可交易商品，评论劳动如何被外在规则支配，以及丰富的社会关系如何被简化为数字指标。最后，本文结合“数据二十条”等政策实践，探讨了在社会主义市场经济条件下克服物化、实现数字空间解放的现实路径。

Abstract: Based on the critical paradigm of Marxist political economy, this paper conducts an in-depth analysis of the comment section in the e-commerce platform, a typical phenomenon in the digital age. By applying the theories of commodification and alienation of labor, the study reveals the essential characteristics of the comment section as a digital labor field beneath the guise of “user sharing”. The research systematically demonstrates how comment data undergoes the process of reification to become tradable commodities, how comment labor is dominated by external rules, and how rich social relations are simplified into digital indicators. Finally, in light of policy practices such as the “Twenty Data Policies”, the paper explores the realistic paths to overcome commodification and achieve liberation in the digital space under the conditions of the socialist market economy.