数字劳动视域下乡村电商人才的主体性转型与振兴路径

Subjectivity Transformation and Revitalization Path of Rural E-Commerce Talents from the Perspective of Digital Labor

摘要: 随着数字经济的蓬勃发展，乡村电商已成为推动乡村振兴的重要力量。然而，在平台资本逻辑与算法技术的双重作用下，乡村电商人才面临着主体性式微、劳动过程异化等现实困境。本文基于马克思劳动过程理论与数字劳动理论，系统分析乡村电商人才在数字劳动过程中的主体性转型问题，揭示平台资本通过算法控制、数据垄断等手段对乡村电商劳动者实施隐性支配的内在机制，探讨乡村电商人才从“被动受控”向“主动创造”的主体性转型路径。研究发现，乡村电商人才的主体性转型需要从制度保障、技术赋能、主体觉醒三个维度协同发力，构建公平合理的数字劳动分配机制，培育乡村电商人才的数字素养与批判意识，激活其参与乡村治理、推动乡村振兴的内生动力。本文对于保障乡村电商劳动者权益、促进乡村电商可持续发展、实现乡村全面振兴具有重要的理论价值与实践意义。

Abstract: With the vigorous development of the digital economy, rural e-commerce has become an important force in promoting rural revitalization. However, under the dual effects of platform capital logic and algorithmic technology, rural e-commerce talents are facing practical dilemmas such as the decline of subjectivity and the alienation of labor process. Based on Marx’s labor process theory and digital labor theory, this paper systematically analyzes the subjectivity transformation of rural e-commerce talents in the digital labor process, reveals the internal mechanism of implicit domination over rural e-commerce workers by platform capital through algorithmic control and data monopoly, and explores the transformation path of rural e-commerce talents from “passive control” to “active creation”. The study finds that the subjectivity transformation of rural e-commerce talents requires coordinated efforts from three dimensions: institutional guarantee, technological empowerment, and subject awakening. It is necessary to build a fair and reasonable digital labor distribution mechanism, cultivate the digital literacy and critical consciousness of rural e-commerce talents, and activate their endogenous motivation to participate in rural governance and promote rural revitalization. This paper has important theoretical value and practical significance for safeguarding the rights and interests of rural e-commerce workers, promoting sustainable development of rural e-commerce, and achieving comprehensive rural revitalization.