新媒体背景下受众与媒介关系探究——基于受众商品论的分析

Exploring the Relationship between Audiences and Media in the New Media Context—An Analysis Based on the Audience Commodity Theory

摘要: 本文在斯麦兹“受众商品论”的理论基础上，结合“受众劳动”与“数据商品化”等延伸概念，探讨新媒体时代，尤其是在算法驱动的短视频直播电商生态中，媒介、平台、用户与资本之间关系的重构。研究认为，用户的注意力、数据及其情感投入被深度整合进平台资本的循环中。这种整合在赋予用户能动性的同时，也使其在平台构建的规则与激励下进行“数字劳动”。本文旨在剖析这一过程中“商品”形态的流变、用户身份的复杂化以及其中蕴含的平台权力与个人自主性的张力。

Abstract: This study builds upon Dallas Smythe’s theory of the “audience commodity,” integrating extended concepts such as “audience labor” and “data commodification” to explore the reconstruction of relationships among media, platforms, users, and capital in the new media era, particularly within the algorithm-driven ecosystem of short-video live-streaming e-commerce. The research argues that user attention, data, and emotional investment are deeply integrated into the circulatory logic of platform capitalism. While this integration endows users with agency, it also subjects them to “digital labor” under the rules and incentives constructed by the platform. The study aims to analyze the evolution of the form of the “commodity,” the complexity of user identity, and the inherent tension between platform power and individual autonomy in this process.