鲍德里亚拟像理论视域下直播电商的消费异化与祛魅路径

The Consumer Alienation and Disenchantment Path of Live E-Commerce from the Perspective of Baudrillard’s Simulacra Theory

摘要: 直播电商的兴起塑造了一种全新的消费景观。本文基于让·鲍德里亚的拟像理论，融合马克思主义异化理论批判立场，系统剖析直播电商中消费异化的生成逻辑与具体呈现。研究发现，直播电商通过空间场景建构、时间节律操控、情感关系仿真三重手段，生成脱离商品真实属性的超真实拟像，进而导致消费者需求被符号绑架、认知被幻象扭曲、行为陷入情绪化、价值判断偏离使用本质。基于此，本文从消费者认知提升、算法技术规制、真实交往重建三个维度，构建相应的祛魅路径，为引导理性消费、完善直播电商行业规制提供理论支撑与实践参考。

Abstract: The rise of live-streaming e-commerce has shaped a brand-new consumer landscape. This paper, based on Jean Baudrillard’s theory of simulacra and incorporating a critical stance rooted in Marxist alienation theory, systematically analyzes the logic and specific manifestations of consumption alienation in live-streaming e-commerce. The study finds that live-streaming e-commerce generates hyperreal simulacra detached from the true attributes of products through three means: construction of spatial scenes, manipulation of temporal rhythms, and simulation of emotional relationships. This, in turn, leads to consumers’ needs being hijacked by symbols, cognition being distorted by illusions, behavior becoming emotional, and value judgments deviating from the practical essence. Based on these insights, the paper proposes corresponding pathways to demystify this phenomenon from three dimensions: enhancing consumer cognition, regulating algorithmic technology, and reconstructing genuine interactions, providing theoretical support and practical reference for guiding rational consumption and improving the regulation of the live-streaming e-commerce industry.