直播带货劳动过程的政治经济学分析

Political Economy Analysis of Live Commerce Labor

直播带货劳动与一般劳动不同,具有劳动形态灵活和以GMV为导向等营销特性。带货主播通过直播平台裂变式的流量变现、数字场景搭建泛在化时空和情感劳动建构数字化的人设表演等完成劳动过程。资方在带货主播劳动过程中不仅对其身体进行直接剥削和奖惩规训,而且运用平台监控、“人气游戏”等手段制造主播对自我剥削的同意,赢得并掩饰其剩余价值。

Unlike general labor,live commerce labor has flexible labor forms and features more than GMV-oriented marketing.With the cargo host,the work process is completed through the split-stream implementation of the live streaming platform,the ubiquitous space and time of digital scene construction,and the digital human performance of emotional labor construction.In the process of broadcasting labor with cargo owners,the management not only directly exploited their bodies,rewarded and punished them,but also used platform monitoring,“popular games”and so on to create the consent of anchors for self-exploitation,and won and covered up their surplus value.