网络直播电商工具化现象的场景构建与劳动关系研究

Research on the Scenario Construction and Labor Relations of the Instrumentalization Phenomenon in E-Commerce Live Streaming

摘要: 随着数字化技术的迅猛发展，网络直播已从纯粹的娱乐社交转向以电商带货为核心的流量经济形态。为了追求更高的商品转化率和GMV，主播不仅要迎合消费者的审美与情感需求，更须深度绑定资本方的供应链逻辑。这种“销量至上”的趋势使主播逐渐异化为品牌方与消费者的“受控主体”，形成了直播电商工具化现象。本研究结合巴赫金的狂欢理论与马克思的异化劳动理论，分析直播带货作为一种“消费狂欢场域”的特性，揭示其在互动中出现的权力颠覆与角色物化。研究指出，主播在算法驱动与绩效压力的双重挤压下，逐渐丧失创作自主性，成为商品促销的标准化载体。异化劳动理论进一步揭示了主播在新型生产关系中的自我异化过程。最后，文章针对直播电商行业的规范化发展提出了相关对策。

Abstract: With the rapid advancement of digital technologies, online live streaming has transitioned from pure social entertainment to a traffic-driven economy centered on e-commerce sales. In pursuit of higher conversion rates and Gross Merchandise Volume (GMV), streamers must not only cater to the aesthetic and emotional demands of consumers but also align themselves deeply with the supply chain logic of capital providers. This “sales-supremacy” trend has gradually alienated streamers into “controlled subjects” for both brands and consumers, giving rise to the instrumentalization of e-commerce live streaming. By synthesizing Mikhail Bakhtin’s carnival theory and Karl Marx’s theory of alienated labor, this study analyzes the characteristics of live streaming as a “consumer carnival field” and unveils the power subversion and role objectification within these interactions. The research indicates that under the dual pressures of algorithmic drivers and performance metrics, streamers are losing their creative autonomy and evolving into standardized vehicles for commodity promotion. The theory of alienated labor further elucidates the self-alienation process of streamers within emerging production relations. Finally, the article proposes corresponding strategies for the standardized development of the e-commerce live streaming industry.