The online live streaming industry is an emerging industry with the strongest development momentum in recent years.After 6 years of extensive development,its high-speed growth has brought economic dividends,and it has gradually revealed that the industry's"savage growth"has restricted its growth.A disordered image of devel-opment.Based on Marx's alienated labor theory,this paper analyzes the alienation phenomenon in the live stream-ing industry.Starting from the three dimensions of"people,goods,and fields"in the live broadcast delivery indus-try,it is proposed that the alienation problems of live broadcast delivery are mainly manifested as:the alienation of the live broadcast delivery industry to the nature of people,the live broadcast delivery industry The alienation of live broadcast products and The alienation of live streaming of goods to mid-end e-commerce platforms.The in-volvement of multiple capitals has spawned a deformed production relationship,and the influence of the negative thinking of"flow first"is the social reality of the alienation phenomenon in the live broadcast delivery industry.To build a healthy industry ecology and realize the"alienation and abandonment"of live broadcast delivery,it is nec-essary to clarify the goals and overall direction of industry development,implement the main responsibilities and ob-ligations of all parties,and establish a government-led long-term supervision mechanism.
关键词
异化劳动/网络直播带货/复归
Key words
alienated labor/online live broadcast with goods/return
万方数据