基于马克思异化劳动理论视域下网络直播异化的生成与消弭

The Generation and Elimination of Webcasting Alienation from the Perspective of Marx’s Theory of Alienated Labor

摘要: 本研究基于马克思的异化劳动理论，对数字时代网络直播现象进行了批判性分析。文章首先界定了网络直播中存在的异化现象，具体表现为直播主体的“符号化”遮蔽、直播受众的消费异化以及人际关系的“符号化”物化。随后，文章将这些异化现象的根源归结为三个主要方面：平台资本的逐利本质、数字算法的技术追踪和消费主义的意识形态渗透。最后，文章从完善治理监管机制、培养直播主体的批判意识以及构建健康的消费模式三个层面，提出了消弭网络直播异化现象的路径，旨在重构健康的直播生态。

Abstract: This study provides a critical analysis of the phenomenon of online live streaming in the digital age based on Marx’s theory of alienated labor. The article first defines the alienated phenomena existing in online live streaming, specifically manifested as the obscuring of the live streaming subject through “symbolization,” the consumption alienation of the live streaming audience, and the materialization of interpersonal relationships as “symbols.” Subsequently, the article attributes the roots of these alienated phenomena to three main aspects: the profit‑driven nature of platform capital, the technological tracking of digital algorithms, and the ideological penetration of consumerism. Finally, the article proposes pathways to eliminate the alienated phenomena in online live streaming from three levels: improving governance and regulatory mechanisms, cultivating critical awareness among live streaming subjects, and constructing healthy consumption patterns, aiming to reconstruct a healthy live streaming ecosystem.