带货男主播的数字化性别表演与权力关系新变——以男性美妆带货主播的劳动实践为例

On Digitally-Driven Gender Performances of Ecommerce Male Anchors and the Changes in Gendered Power Relations:A Case Study of Beauty Ecommerce Male Anchors’ Labor Practices

电商平台的带货男主播在数字化性别表演的前台和后台实践中,构建了男性气质的流动化形态,有效规避了针对“男性气质危机”的批评。通过情感劳动的“深层表演”,男主播不断满足观众的情感需求和想象,进而引导女性消费,将直播间变为消费文化和性别文化合谋的场域。这一场域下的性别权力关系一定程度上模糊和消解了传统的两性“凝视”关系,形成互利互惠的新态势。与此同时,消费视角下的性别话语始终未能摆脱父权制的桎梏,亟待从政策监管等维度推进变革。

In their frontstage and backstage practices of digitally-driven gender performances, ecommerce male anchors build a "fluid" form of masculinity to effectively avoid the criticism against "masculinity crisis". By means of the "deep acting" of emotional labor, male anchors guide female audiences to place orders by constantly satisfying their emotional demand and imagination, which turns the live streaming studio into a field of collusion between consumer culture and gender culture. To some extent, gendered power relations in this field blur and dissolve the traditional "male gaze", forming a new situation of mutual benefit and reciprocity. Meanwhile, the gender discourse from the consumption perspective has never escaped from the shackles of patriarchy. Therefore, it is imperative to usher in changes in gendered power relations from the dimensions like policy regulation.