《资本论》视域下数字平台的价值逻辑研究——基于短视频平台的商业模式分析

The Logic of Value of Digital Platforms from the Perspective of Das Kapital—An Analysis Based on the Business Model of Short-Video Platforms

摘要: 短视频平台属于数字经济的典型形式，它的商业模式本质就是资本逻辑在数字时代的新呈现。本文以《资本论》的政治经济学批判为框架，从价值源泉、价值实现、价值分配三个方面来揭示短视频平台“免费使用、数据生产、广告变现”商业模式背后的价值逻辑。研究结果表明，用户的无酬数字劳动是平台价值增殖的活劳动来源，算法推荐机制改变了价值实现的空间，使流通领域成为剩余价值榨取的新场域，数据产权的资本垄断造成价值创造主体和占有主体的分离。短视频平台表面上繁荣的生态，实际上就是资本对用户生命活动的全面吸纳和系统性剥削。只有从数据共有、算法共治入手，才能破除数字拜物教的幻象。

Abstract: Short-video platforms are a typical form of the digital economy, and their business model represents, in essence, a new manifestation of the logic of capital in the digital age. Drawing on the critique of political economy in Das Kapital, this paper reveals the underlying logic of value behind the “free use, data production, advertising monetization” business model of short-video platforms from three dimensions: the source of value, the realization of value, and the distribution of value. The findings show that users’ unpaid digital labor constitutes the living-labor source of value augmentation for platforms; the algorithmic recommendation mechanism transforms the space of value realization, turning the sphere of circulation into a new domain of surplus-value extraction; and the capital monopoly over data property rights creates a separation between the subjects who create value and those who appropriate it. The ostensibly flourishing ecosystem of short-video platforms is, in fact, the capital’s total absorption and systematic exploitation of users’ life activities. Only by starting with data co-ownership and algorithm co-governance can the illusion of digital fetishism be dispelled.