马克思主义视域下电商主播数字劳动研究

A Study on the Digital Labor of E-Commerce Streamers from the Perspective of Marxism

摘要: 在马克思主义政治经济学批判理论框架下，本文系统审视了平台资本主义范式中的电商主播数字劳动。研究表明，电商主播的数字劳动呈现出深度异化的本质：其劳动产品被平台、MCN机构及品牌方结构性占有；劳动过程受到算法与商业规训的双重支配；劳动者因自我商品化与流量竞争而陷入主体性消解与内卷化关系。面对高强度劳动、数据依附、情感透支等多重现实困境，本文从国家、社会与个人三个层面提出了系统性解放路径：国家应推动劳动法制精细适配，确立从属性认定标准与离线休息权；社会需构建行业组织与集体协商机制以提升议价能力；个人则应强化数字权利意识与专业能力，重塑劳动主体性。本研究旨在以马克思主义理论洞察数字时代劳动新形态，为理解电商主播的劳动困境提供了深刻的理论视角。

Abstract: Under the theoretical framework of Marxist critical political economy, this paper systematically examines the digital labor of e-commerce streamers within the paradigm of platform capitalism. The research shows that the digital labor of e-commerce streamers embodies the essence of profound alienation: their labor products are structurally appropriated by platforms, MCN agencies and brand owners; their labor process is subject to the dual domination of algorithmic and commercial discipline; and laborers fall into the dissolution of subjectivity and involutionary relations due to self-commodification and traffic competition. Faced with multiple practical predicaments such as intensive labor, data dependence and emotional exhaustion, this paper puts forward systematic emancipation paths from three dimensions of the state, society and individuals. The state should refine and adapt the labor legal system, and establish the criteria for subordination identification and the right to offline rest. Society needs to construct industry organizations and collective negotiation mechanisms to enhance the bargaining power of laborers. Individuals should strengthen their awareness of digital rights and professional capabilities to reshape labor subjectivity. This study aims to insight into the new forms of labor in the digital age with Marxist theory, and provide a profound theoretical perspective for understanding the labor predicaments of e-commerce streamers.