网络平台治理视角下数字劳动者的依附困境研究

E-Commerce-Driven Living Transmission and Innovative Communication of Taishan Shadow Puppetry

摘要: 电商平台的内容化转型使得带货主播、短视频创作者等数字劳动者深度嵌入平台的技术规则与治理体系，其生计受到平台内容治理的直接影响。本文基于对15位腰尾部数字劳动者的深度访谈，从网络平台治理视角出发，考察电商平台内容治理对数字劳动者生计的影响，并探讨如何从制度层面保障劳动者权益。研究发现，平台通过算法审核、流量分配、规则制定三重机制构筑起对内容“可见性”的支配体系，导致数字劳动者陷入收入依附、表达依附、权利依附的三重困境。破解这一困境，需要从身份重构、程序约束、权力制衡三个维度协同推进，推动平台治理从“效率优先”转向“效率与公平兼顾”。本文旨在为理解电商平台治理的社会成本提供来自劳动者视角的经验基础。

Abstract: The content-based transformation of e-commerce platforms has deeply embedded digital laborers into the platforms’ governance systems, making their livelihoods directly affected by platform content governance. Drawing on in-depth interviews with 15 digital laborers, this study examines how e-commerce platform content governance impacts their livelihoods. The findings reveal that platforms construct a system of control over content “visibility” through three mechanisms—algorithmic review, traffic distribution, and rule-making—leading digital laborers into a triple predicament of income dependence, expression dependence, and rights dependence. Addressing this predicament requires advancing efforts across three dimensions: identity redefinition, procedural constraints, and power checks and balances, pushing platform governance from an “efficiency-first” logic toward one that balances efficiency and equity. This study provides an empirical basis for understanding the social costs of e-commerce platform governance from the perspective of laborers.