深层扮演:青年妇女在平台经济中创业就业的微观劳动实践研究

Deep Role:Research on Micro-labor Practice of Young Women's Entrepreneurship and Employment in Platform Economy

数字经济时代短视频的兴起和发展,激励底层中小青年女主播创作短视频和直播带货以实现灵活就业和创收。在流量社会中,平台以数据算法作为工具实施差异化的流量分配手段,使青年女主播形成了平台算法公平的想象的同时也成为被围困的“流量人”。为了将流量转化为收入,青年女主播在短视频内容生产输出和直播带货时,围绕着调动用户、消费者的情感投入这一目标,强化个人化标签和人设、制造情感和身份认同以及进行性别角色的展演。青年女主播通过深层扮演的方式,在短视频平台上呈现着本真性的特点,继而开辟下沉市场,践行着个体自由的逻辑和想象。

The rise and development of short videos in the era of digital economy has encouraged young female anchors at the bottom to create short videos and live streaming to achieve flexible employment and income generation.In the traffic society,the platform uses data algorithm as a tool to implement differentiated traffic distribution means,so that young female anchors form the imagination of fairness of the platform algorithm,but also become besieged"traffic people".In order to convert traffic into income,young female anchors focus on the goal of mobilizing the emotional input of users and consumers in the production and output of short video content,strengthen personalized labels and personalization,create emotions and identity,and perform gender roles.Young female anchors show the characteristics of authenticity on the short video plaform through the way of deep playing,and then open up the sinking market,practicing the logic and imagination of individual freedom.