网络主播劳动现实困境及解决路径——基于马克思劳动异化理论的考察

The Realistic Dilemma of Web Host Labor and the Path of Dissolution——Based on Marx’s Theory of Labor Alienation

在数字化转型及平台经济发展的大背景下,数字劳动不断涌现出新的用工形态,网络直播则是电商行业发展下出现的新业态。基于马克思劳动异化理论,对网络主播劳动过程展开研究,发现网络主播受到团队竞赛、等级分配、高强度工作等逻辑的规制,面临“人设维持”“工作量化”以及“内外忧患”的压力。由于“时空延伸导致主播劳动时空的泛在化”“算法加剧竞争”“网络主播过度追求人设符号化”等原因,网络主播面临新的困境。为规范以网络直播为代表的新业态,进一步为网络主播营造良好的职业生态环境,提出完善网络直播行业制度规范,使网络主播破除“人设”支配,回归本真性,最终使算法实现工具理性和技术理性的价值统一。

Under the background of digital transformation and the development of the platform economy,new forms of employment are constantly emerging for digital labor,and online live streaming is a new format emerging under the development of the e-commerce industry.Based on Marx’s theory of labor alienation,this paper studies the labor process of online anchors,and finds that online anchors are regulated by the logic of team competition,level distribution,and high-intensity work,and face“the pressure of personality maintenance”,“work quantification”and“internal and external worries”.Due to“the extension of time and space leads to the ubiquity of anchor labor time and space”,“algorithms intensify competition”,“online anchors overly pursue personality symbolization”,online anchors face new dilemmas.In order to standardize the new business format represented by online anchors and further create a good professional ecological environment for online anchors,it is proposed to improve the system and norms of the online live broadcast industry,so that online anchors can break the domination of“personality”and return to their authenticity,and finally realize the value unity of instrumental rationality and technical rationality of algorithms.