电商直播行业数字劳动者的异化困境

The Alienation Dilemmas of Digital Laborers in the E-Commerce Livestreaming Industry

摘要: 随着电商直播在数字经济时代迅速发展，主播、运营、场控、客服等从业群体构成了新型数字劳动者。他们在算法驱动的流量竞争、平台规制与商业化逻辑中展开劳动，在创造巨大经济价值的同时，也面临劳动过程碎片化、情绪劳动过度化、评价体系量化、劳动关系模糊化等多重异化风险。本文在数字劳动研究的理论脉络下，分析电商直播行业中数字劳动者的异化表现及其生成机制，指出算法规制、平台治理、粉丝文化与资本逻辑共同塑造了深度异化的劳动场景。最后从劳动权益重构、平台治理优化、行业标准化建设与社会支持体系完善等维度提出破解路径，以期为直播行业的可持续发展提供参考。

Abstract: With the rapid development of e-commerce livestreaming in the digital economy era, practitioners such as hosts, operators, livestream controllers, and customer service representatives have formed a new type of digital labor force. They operate within algorithm-driven traffic competition, platform regulations, and commercialized logic, creating immense economic value while simultaneously facing multiple alienation risks, including the fragmentation of labor processes, excessive emotional labor, quantified evaluation systems, and ambiguous labor relations. Drawing from the theoretical framework of digital labor studies, this paper analyzes the manifestations and generative mechanisms of alienation among digital laborers in the e-commerce livestreaming industry. It points out that algorithmic governance, platform regulation, fan culture, and capital logic collectively shape a deeply alienated labor environment. Finally, the paper proposes solutions from the perspectives of reconstructing labor rights, optimizing platform governance, establishing industry standards, and improving social support systems, aiming to provide references for the sustainable development of the livestreaming industry.