电商平台对青年文化认同的建构

The Construction of Youth Cultural Identity by E-Commerce Platforms

摘要: 本文系统探讨了电商平台在建构青年文化认同过程中的作用机制、存在问题及治理路径。研究指出，电商平台已超越传统交易功能，成为青年进行文化实践与身份认同的关键数字场域。平台通过商品符号化、算法推荐、社交互动与用户生成内容等机制，推动青年形成以消费为表达方式的圈层化文化认同。然而，商业逻辑的过度渗透也带来文化扭曲、内容失范、算法茧房等风险，对青年价值观产生冲击。对此，研究提出应构建平台责任优化、多元协同治理、思政教育赋能构成的三层治理体系，通过算法价值观嵌入、内容生态治理、法律法规完善及青年媒介素养教育等多重路径，引导平台健康有序发展，助力青年建立理性、开放、积极的文化认同。

Abstract: This paper systematically examines the operational mechanisms, existing problems, and governance pathways of e-commerce platforms in the construction of youth cultural identity. The study points out that e-commerce platforms have transcended their traditional transactional functions to become key digital arenas for youth cultural practice and identity formation. Through mechanisms such as commodity symbolization, algorithmic recommendation, social interaction, and user-generated content, these platforms foster the development of a stratified cultural identity among youth, expressed primarily through consumption. However, the excessive permeation of commercial logic also brings risks such as cultural distortion, content anomie, and algorithmic filter bubbles, which impact youth values. In response, the research proposes the establishment of a three-tiered governance framework comprising platform responsibility optimization, multi-stakeholder collaborative governance, and empowerment through ideological and political education. This framework advocates multiple pathways, including embedding values into algorithms, governing content ecosystems, improving laws and regulations, and enhancing youth media literacy education, to guide the healthy and orderly development of platforms and assist youth in establishing a rational, open, and proactive cultural identity.