数字资本主义视域下直播人员劳动异化研究——基于马克思异化劳动理论的分析

Research on Labor Alienation of Live-Streamers from the Perspective of Digital Capitalism—An Analysis Based on Marx’s Theory of Alienated Labor

摘要: 本文以马克思异化劳动理论为分析框架深入探讨数字资本主义条件下直播人员劳动异化的四重表征及其深层成因。研究发现，直播人员的劳动异化呈现为：劳动产品从文化内容异化为数据商品并与劳动者彻底分离，劳动活动从自主的情感互动沦为被算法控制的数字计件劳动，人的类本质从自由个性消解为被固化的人设商品，人与人的关系从社群交往扭曲为充满工具性的数字博弈。这些异化现象源于数字资本的三重逻辑协同作用：技术逻辑通过算法实现对劳动过程的全面管理，资本逻辑借助产消合一机制榨取剩余价值并转嫁风险，制度逻辑则利用劳动关系模糊化完成责任转嫁。基于此，本文提出超越异化的三重路径：推动算法透明化与技术赋能以实现技术向善，建立适应数字经济的劳动分类体系与底线保障机制以重塑劳动者身份，培育直播人员的批判意识与职业共同体以重构劳动意义，从而在数字时代重建劳动主体性。

Abstract: This paper adopts Marx’s theory of alienated labor as an analytical framework to conduct an in-depth exploration of the four manifestations and deep-seated causes of labor alienation among live-streamers under the conditions of digital capitalism. The research finds that the labor alienation of live-streamers is manifested as follows: labor products are alienated from cultural content into data commodities and completely separated from laborers; labor activities are reduced from autonomous emotional interactions to algorithm-controlled digital piecework labor; the species-essence of human beings dissolves from free individuality into solidified persona commodities; and interpersonal relations are distorted from communal communication into instrumental digital gaming. These alienation phenomena stem from the synergistic effect of the triple logic of digital capital: the technological logic exercises comprehensive management over the labor process through algorithms; the capital logic extracts surplus value and shifts risks by means of the production-consumption integration mechanism; and the institutional logic shifts responsibilities by obscuring labor relations. Based on this, this paper proposes three paths to transcend alienation: promoting algorithm transparency and technological empowerment to achieve technological goodness; establishing a labor classification system and bottom-line guarantee mechanism adapted to the digital economy to reshape the laborers’ identity; and cultivating the critical awareness and professional community of live-streamers to reconstruct the meaning of labor, thereby rebuilding labor subjectivity in the digital age.