人设奴役与数字劳工——异化理论视角下的直播带货

Labelled Host and Digital Labor:Research on Live Commerce from Alienation Theory

自2020年新冠肺炎疫情起,直播带货成为一个主要的媒体应用,期间产生了一系列的负面问题和潜在隐患。本文借助异化理论对直播带货中产生的异化现象,从"直播带货中的主播、受众以及媒介生态"分别是如何被异化的进行分析,提出目前直播带货的三大异化倾向:直播主播为"人设"奴役、直播受众成为"数字劳工"、媒介生态因失去多样性而生态失谐。本文以异化理论视角切入对直播生态的未来发展提出预判,从而为"扬弃异化"实现个人与媒介生态的自由发展和全面进步找寻方法与路径。

Since the outbreak of COVID-19 in 2020,live commerce has become one of the most typical online application,causing a series of negative problems and potential hazards.From the perspective of alienation theory,this article analyzes how the alienation phenomenon is generated and puts forward three current trends of alienation in live commerce,i.e.hosts being labelled excessively,audiences being relegated to"digital labor",media ecology being discordant with its lack of diversity.Based on the analysis,this article is aimed at predicting the development of the live-streaming,so as to find ways to sublate the alienation and realize the free and full development of the individual and media ecology.