打赏经济下网红团播营销的风险图谱与治理创新

Risk Map and Governance Innovation of Internet Celebrity Group Live-Streaming Marketing under the Reward Economy

摘要: 本文以打赏经济下的网红团播为研究对象，系统分析其风险结构并提出治理路径。研究揭示该业态存在内容违规、权益侵害与文化失范三重风险：低俗内容蔓延引发监管挑战，数字劳动异化导致主播权益危机，符号消费机制造成用户权益侵蚀，三者相互交织形成风险复合体。在理论层面，通过融合劳动异化、符号消费与互动仪式链理论，深入剖析了情感能量资本化、虚拟亲密关系剥削等数字时代新型异化机制。而在实践层面，创新性构建“人–货–场”三维治理体系，通过主体穿透管理、全链路品控和场景生态净化，推动建立“真实互动–理性消费–尊严劳动”的数字文明新生态。本研究不仅为平台治理与行业合规提供了理论依据和实践方案，更为构建健康的数字经济伦理规范贡献了重要参考。

Abstract: This paper takes the group live-streaming of web influencers under the reward economy as the research object, systematically analyzes its risk structure, and proposes governance paths. The research reveals that this business form faces three types of risks: content violations, rights and interests infringements, and cultural anomie. The spread of vulgar content poses regulatory challenges; the alienation of digital labor leads to a crisis in the rights and interests of live-streamers; and the symbolic consumption mechanism erodes the rights and interests of users. These three factors are intertwined to form a risk complex. At the theoretical level, by integrating the theories of labor alienation, symbolic consumption, and the interaction ritual chain, this paper deeply analyzes new forms of alienation mechanisms in the digital age, such as the capitalization of emotional energy and the exploitation of virtual intimate relationships. At the practical level, it innovatively constructs a three-dimensional governance system of “people—goods—scene”. Through penetrating management of subjects, full-link quality control, and purification of the scene ecosystem, it promotes the establishment of a new digital civilization ecosystem featuring “authentic interaction—rational consumption—dignified labor”. This research not only provides a theoretical basis and practical solutions for platform governance and industry compliance but also makes an important contribution to the construction of a healthy ethical framework for the digital economy.